Understanding Facebook Pixels: Guide To Install
Facebook’s Ad Targeting is specific and complex. With over 1.5 billion active daily users, it is no wonder that the complexity of Facebook Ad Targeting confuses the majority of businesses. On top of all the targeting capabilities that Facebook has, how do we leverage user behavior and target against them?
In this article, you’ll learn the three main functions:
1. What are Pixels
2. Why we need Pixels
3. How to set up Pixels
What are Facebook Ad Pixels?
Facebook Ad Pixels is a piece of code. The piece of code goes on websites and landing pages. You may have heard the term “cookie” before, and although it is similar, there is a huge distinction in how they are different.
Facebook Pixels tracks Facebook's ID’s. What makes them different than a cookie, is that cookies track desktop/computer IP’s. This doesn’t translate or transition through multiple devices. The majority of Facebook users are kept logged in, especially on their mobile devices. Facebook pixels will help you target their ID’s and behaviors; allowing you to make better data-driven decisions.
Main Reasons we want to use a pixel:
1. Track conversions
2. Optimize for more conversions
3. Build better re-targeting audiences
1. Track conversions:
As you know, paid media is generally purchased on a click or impression. While you can track the clicks on your ad without a pixel, you’re essentially leaving a lot of user data on the table.
Let’s use a consultant as an example:
Consultant objectives: Book appointments for new clients
Consultant turns on ad with a lead magnet. There is a free download and an opportunity to book a complimentary appointment. Without a pixel, Facebook may tell you that you have 20 conversions. That may seem great but it’s very deceiving. This number only tells you that 20 people interacted with your ad, but unless you have a pixel it won’t tell you how many people have downloaded your lead magnet and subsequently booked an appointment (which is the real objective/conversion this consultant is looking for).
THE MATH: Quick Example Overview:
- Facebook may show 20 total conversions
- 20 conversions would be considered clicks on ad
- Out of those 20 conversions, 8 people downloaded your freebie
- and 5 people booked an appointment
The real conversion for this consultant would be 5, not 20. This is critical to track against your cost-per-lead and whether this ad campaign is delivering a positive ROI.
2. Optimize for conversions
When you are able to track properly, you are able to optimize your campaigns better. There is no point in putting more budget behind a campaign that doesn’t work.
Facebook wants your ads to work. When your ads are performing well, Facebook algorithm will optimize your campaigns for your desired conversions. Your pixels essentially tell Facebook what works. The method to purchase Facebook ads is to buy for conversions, not clicks.
You can optimize by:
- Tracking who is clicking on your ad and visiting your website
- What actions those users performed
- Utilize that data to re-target users that are engaging/interacting with your brand
- Exclude users who don’t interact
- Create look-a-like audiences to increase the amount of users that are similar to the ones who interact with you, giving you more reach/exposure
Have you ever visited a website and all of a sudden it shows up on Facebook? This is retargeting.
3. Installing The Pixel:
You can pull you pixel through your business manager/ad manager account; under assets.
There you’ll be able to pull your pixel code. Your code will look like this:
For those using SquareSpace, you can easily input your pixel by clicking Settings > Advanced > Code Injection
You simply paste the copied code into the header section, click save, and you're done!
Download the PixelYourSite Plugin
All you have to do is to get your pixel ID and add your ID into the pixel field. Once you save your pixel ID in the field, it'll add the pixel to every single page on the website, allowing you to track and re-target visitors.
Lastly, TEST your pixel.
Now that you have installed your pixel, all you do is test to ensure it’s working and you’re good to go. How I do that, is I simply download the Facebook Pixel Helper (google Chrome extension). I load my site and see if I get the green marking, identifying that a pixel is on the site and working.
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