Bottom line? Adding the Facebook pixel to your website will save you money and help you make strategic decisions. It can help you find new audiences who want your product or service and allow smart retargeting to increase your conversion rates.
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 clicks through to your website
- Track the behaviour and actions those visitors take on your site e.g. hitting ‘add to cart’, purchasing, downloading a lead magnet or signing up to a newsletter.
- Create audiences of the people who take action on your site and retarget them to bring them closer to purchase and build a relationship with your brand.
- Assess performance of your Facebook advertisements, allowing you to decide which works best and invest in those.
- Gain insight into the performance of your website. If people click through and add to cart but many don’t buy, perhaps there is an issue with your purchase process.
- Stop wasting your money as you can choose to invest only 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. Go to https://business.facebook.com/ to set up an ad account on business manager (the business admin view of Facebook). This pixel can be added to the code on your website, Eventbrite page or other landing pages i.e. any web page that you own and wish to capture visitor information from. You want it installed on all your web pages.
There are also standard event pieces of code that track specific actions taken on your site. These standard pieces of code are added to the pixel code on 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. In other words you can look at each ad you have running and see which actions and how many have resulted from that specific ad, as well as how much it cost you. 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).
CPA is based on the action 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 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. There will be more people in a population who visit a site than those who will actually buy from a site. 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.
Pixels help you build your audience fast and in the right way
You can build audiences to target based on their interests and behaviours on ad manager. However if you’ve installed the pixel you can build lookalike audiences which generally get far better results.
You can create lookalikes of web visitors or smaller subsets such as those that purchase. The algorithm uses the data from your pixel and standard event fires and looks for commonalities between those that fire the pixel.
Facebook then cleverly applies this data to the wider population and searches for groups of people that share these characteristics with your existing customers. You can then target these groups and often get far better costs per result as Facebook as eliminated some of the guesswork.
Retargeting – continue to convince your web visitors about your brand to encourage a purchase
As mentioned, you can create audiences of website vistitors and their subsets e.g. those that add to cart or purchase. You can use this information to target the group that add to cart but don’t then purchase to remind them to come back and complete purchase. This is why you see that pair of shoes or item of clothing in ads on Facebook.
You can either put those products of services back under your visitor’s noses to remind them that they’re keen or retarget these groups with more information about what you offer. Higher value products and services have longer consideration periods and setting up a retargeting funnel in this way, drip feeds content about your brand over time. This helps to create a relationship, deepen their knowledge of your brand and bring them closer to purchase.
And best of all it costs you nothing to create that pixel and use it. If you’re investing in ads you might as well get the best return for that investment and give it your best shot.
For more tips on getting more for your money from your Facebook ads, sign up for our newsletter or get in touch for a chat.
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