What is Facebook Pixel and Why Should You Be Using It?

If you’re looking to use Facebook ads, or are using this already, then Facebook Pixel is something that you need to install ASAP. This piece of code will help you to get the most out of your Facebook ad budget and will help you to understand your audience better.

What is Facebook Pixel?

The Facebook pixel is a piece of code that you place on your website, like Google Analytics code. It helps you to collect information which helps you to create better Facebook ads and improve your ROI. It works by placing and triggering cookies which track users as they interact with your website and your Facebook ads. This then collects a load of data which allows you to gain more insights about your audience, send targeted messaging to users who already interact with/know about your brand, optimise ads, plus Facebook Pixel helps you track the conversions from and performance of your Facebook advertising. You can use the Facebook pixel to collect data on events (actions on your site) that are predefined by Facebook, such as a customer adding something to their cart, or you can set up your own custom events. Different sites will have different needs and different events that they would like to record. For example, an e-commerce site will benefit from collecting data that focuses on purchases, product browsing, and items being added to carts. In comparison, a site that publishes a large amount of content will want to see data that looks at how popular content is and which content is most appealing to its visitors. Here are some of the useful things that Facebook Pixel can help with: Retargeting Data from your pixel allows you to show targeted ads to people who have already visited your site. You can get quite specific here too, such as showing people the exact product that they abandoned in a shopping cart. Conversion tracking The Facebook pixel allows you to see how people interact with your website after viewing your Facebook ad. It can even track if someone has switched from mobile to desktop, or vice versa, to view your product and if purchases aren’t being made you can look at your desktop vs. mobile site to see why. Create lookalike audiences Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help expand your potential customer base. There are some other added benefits and features of installing a pixel on to your site, but we’ve focused on our favourites here.

How to add Facebook Pixel to your website

Now you’ve learnt what Facebook Pixel does, it’s time to look at how you can add it to your site. To add a Facebook Pixel to your site you must have Business Manager, so if you don’t have it just make sure you go and set that up first. Details of that can be found on Facebook Help. Step 1: Find Pixels From Facebook Business Manager, click the hamburger icon (≡) in the top left, then click on “All Tools” and choose Pixels. Step 2: Click “Create a Pixel” Step 3: Name your Pixel Step 4: Add your website URL Step 5: Click Create From here, you will then be taken through the process of how to install the code into the Header on to your website and can add events and custom audiences. Once you have installed Facebook Pixel, the possibilities are endless. It’s a really handy tool for businesses that are active on social media and want to gain more insight into their audience as well as create more valuable conversions through Facebook. For more information on how you can reach more customers, get in touch with the team at AdPilot today to see how we can help.