Bottom line? Adding Facebook’s pixels to your website will save you money and help you make strategic decisions.

What is a pixel

Pixels are simple pieces of code that you generate via your ad account. You add them to your website to allow Facebook to track behaviour generated from Facebook advertisements.

I would advise asking your web developer to add them for you, although you can use plugins such as pixelyoursite to do it yourself. If you want to check that the pixels have been installed properly you can install PixelHelper that will show you which pixels are on which page.

Adding Facebook’s pixels to your website will allow you to:

  • Track who sees your Facebook advertisement and visits your website as a result
  • Track the behaviour and actions those visitors take on your site 
  • Assess performance of your Facebook advertisements
  • Gain insight about the performance of your website
  • Stop you wasting your money by investing in ads that generate the actions you want e.g. leads, sales or traffic volume

Tracking website visitors and their actions

Each Facebook ad account can generate a pixel specific to that account. This pixel can be added to the code on your website or an Eventbrite page or other landing page i.e. any web page that you own and wish to capture visitor information from.

There are also standard event pixels which track specific actions taken on your site. These pieces of code are added to pages on which a visitor can take a specific action that benefits your business. Examples would be adding to cart, initiating checkout, making a purchase, subscribing etc. Anything that suggests a visitor has taken a step towards buying your product or service.

When a visitor takes that action on a page e.g. hits the add to cart button or enters details to a mailing list the pixel code ‘fires’. This means it sends a message back to Facebook that an action has been taken. Facebook can associate this action with the ad that first caused the visitor to visit your page. The result is that you can track how many of each action resulted from each of your ads.

Assessing Facebook advertising performance

In Facebook Ad Manager, all the data that Facebook has gathered from the triggered pixels is tracked against each ad, adset and ad campaign. This provides a Cost Per Action (CPA) i.e. how much does it cost for each action that has been taken as well as calculating the Return on Ad Spend (ROAS).

The action it bases this on is the one you’ve optimised your campaign for e.g. it could be cost per add to cart, or cost per subscription. This figure can help you decide whether to invest more in an ad, turn it off due to poor performance or make amendments to improve the CPA.

It also allows you to make budget decisions by assessing the ROAS and CPA. Do bear in mind that it’s not always as easy as ‘double the budget gets double the results’.

Assessing your website performance

Looking at the standard event metrics can help you track customer journey performance through your site. How many then add to cart, what is your abandon cart rate etc. After all, not getting the desired conversions isn’t always down to the ad campaign. It can also be due to your website performance, additional shipping charges, lack of PayPal option on check out etc. You can even see how many of those that visit your site wait for the landing page to load.

Pixels save you money

Without pixels you can use Facebook ads to send people to your site. With pixels you can ask Facebook to optimise your ads for specific actions on your site. This will help show your ads to the people in your audience that are most likely to take those actions. This directs your investment to your ideal audience.

You can use the pixel data to quickly make decisions about which ads are working well and which need to stop. No more money wasted on ads that aren’t converting.

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