The Facebook Pixel: What It Is & Why to Use It

The Facebook Pixel - What It Is & Why to Use It

The Facebook Pixel. It may just be the most powerful tool Facebook has ever built for marketing your business online.

Many people reading this will not have heard of the Pixel before. The goal of this article is to give you a brief overview of what it is, how it works and the benefits it brings to your marketing efforts.

What is the Facebook Pixel?

The easiest way to explain the Facebook Pixel is to go directly to the source itself! According to Facebook:

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.

Another extract from Facebook describes the Facebook Pixel as follows:

The Facebook pixel is a piece of code that goes on your website and is connected to your Facebook adverts in order to tell you which actions people take as a result of your adverts.

How does it work?

It works by using cookies to track users as they interact with your website and your Facebook ads. It tracks user actions on your website and sends this information back to Facebook for use in your marketing campaigns. Some of the actions tracked by the pixel include the following:

  • When someone visits a page on your website;
  • When someone views a particular product or page (e.g. Thank You page, Purchase page, Download page, etc.);
  • When someone adds a product to their shopping cart; and
  • When someone purchases a particular product from your website.

Where does it go?

Your pixel will come in the form of a code which will need to be installed on every page of your website.

The code will be found in your Facebook Ads Manager once it is set up and will look similar to this:

Pixel Code

This code will need to be copied and pasted into the header section of all pages on your website.

What are the benefits of using the Facebook Pixel?

The Facebook Pixel has numerous benefits when it comes to advertising across Facebook and Instagram.

It will be collecting visitor data which in turn will allow you to benefit from the following features of Facebook advertising:

Conversion Tracking

The pixel will track interactions on your website after people have clicked through from your ad.

This information will then be reported back to your Facebook Ads account. You can use this information to calculate your R.O.I. accurately and to refine your advertising strategy for future promotions.

You will also have access to see the devices your customers use to visit your website (desktop, mobile, etc.)

Re-marketing on Facebook

The ability to re-market to your website visitors on Facebook is the reason why you should be rushing to set up your Pixel right away!

Have you ever been browsing online to buy something before returning to Facebook to find you have been targeted with an ad from the site you just visited?

That is the power of re-targeting!

The tracking data collected by your pixel gives you the ability to direct your ads to people who have already visited your website.

You can even go further and market to people who visited Page X on your website but did not visit Page Y. This granular data allows you to create super-targeted advertising campaigns. This allows you to put your content in front of the right person at the right time.

Website Visitors Targeting.JPG

A snap-shot of some of the custom targeting capabilities using the Facebook Pixel to target website visitors.

Make Your Advertising More Effective

Without the use of the Facebook Pixel, a lot of your advertising will resemble throwing mud at a wall and hoping it will stick!

In addition to tracking your ads effectiveness, it will allow you to improve the quality of the ads you run. It will also improve the targeting of the people who you want to see your ads.

The Ability to Create Lookalike Audiences

As mentioned above, Facebook will collect your visitors information through the Pixel. Facebook can then help you to build a lookalike audience who have similar interests, demographics and likes as your current customers and visitors.

As the demographics and interests of this new audience will resemble your current visitors, your potential customer base will be ever-increasing. It will also mean that they will be more likely to convert.

The Bottom Line

The Facebook Pixel is crucial for your online advertising! Without it, you are missing out on so many great benefits as I have outlined above. Start using it today and it will transform your marketing efforts!

More Coming Soon…

The aim of this article was to give you a brief overview of some of the capabilities of the Facebook Pixel without getting too detailed and technical! If you would like to learn more about how we can help you with your digital advertising check out our services HERE or contact us HERE to schedule a consultation.

I’d love to hear what you thought of this post in the comments below! I’d also like to hear what you guys would like to learn more about in future posts. Feel free to add your suggestions below or send us a message HERE.

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Author: Ricky Peters, Founder of Black Sheep Social

Ricky, a qualified Chartered Accountant, founded Black Sheep Social in 2017 to do something different than the corporate world he was used to. With big dreams and goals of creating a business that helped people grow their businesses and fulfill their dreams, he has created a company that creates reliable results, consistently.

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