The Facebook pixel is an incredible tool that many businesses do not use. It’s a snippet of code installed on your website that enables you to build audiences, optimize ad targeting and measure campaigns.
Build custom audiences from your website traffic
The pixel increases the effectiveness of your advertising by understanding the actions people take on your website and enabling targeting of those most interested in your products and services. Facebook allows you to create as many custom audiences as you want. You can choose who you want to target and then create an ad that matches their actions on your site. Here are some examples of audiences you may want to create:
1. Users who visited your site but didn’t make it to your registration page or other lead capture page;
2. Users who visited a specific content or product page;
3. Users who put items in a cart but didn’t purchase;
4. Users who purchased and now you want them to buy again;
5. Users who visited your Facebook page but didn’t visit your website.
Track conversions from your Facebook advertising
The pixel enables you to measure and optimize your advertising. For lead generation campaigns, place the pixel on the lead form completion page. This page is only served to those who complete the “conversion” so counting this page will enable you to know in real time how many leads have converted. For campaigns targeting various audience segments, the pixel measures performance. Real time data for how many viewers clicked on the ad, how many visited a landing page but did not convert and how many clicked-through to your website can be seen in the campaign statistics. You’re also able to compare statistics for various images and ad copy to optimize creative.
Audiences that “look like” your key customers are more likely to use your products or services so are a good audience to target. There are several ways to create look-a-like audiences in Facebook. By placing code on your purchase check-out page, you can create audiences of others who “look like” your typical customers. Facebook’s algorithm understands thousands of characteristics about our interests and purchasing habits and can find others who are most like your typical customers.
Facebook isn’t the only pixel and retargeting option. But it offers many advantages including the one billion plus daily users, state of the art targeting capabilities and significant user engagement. Use it to learn more about your website visitor behaviors and increase your sales through retargeting.