If You’re Not Using It, You’re Doing It Wrong: Everything About The Facebook Pixel Code & Its Importance to Your Internet Marketing Efforts.

Do you run Facebook ads to promote your business? or looking for new ways to target potential customers? or maybe you might be wondering how Facebook pixels can help optimize ad delivery for specific goals?

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Best, if you’re using Facebook ads—or you plan to use them in the future—there’s one key tool you should start using right away. The Facebook pixel is a code that you place on your website and it collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website. It works by dropping and triggering cookies to track users as they interact with your website and your Facebook ads so you can advertise to them later.

There are Facebook advertising teams and Business owners in Kenya who currently aren’t using the Facebook pixel and some that are just not using it to its full potential. I can affirm to this as I have noted businesses run Facebook Ads but on clicking to the website using the Facebook pixel helper chrome extension I seem to realize no Facebook Pixel Code installed. On inquiry many give such excuses ranging from confusion and intimidation to ignorance regarding whether it’s needed at all.

A little known fact, not only Facebook Ads provides marketers with a significant number of advanced tracking features, but also you can’t access any of these analytics data without properly using the Facebook pixel.

Running Facebook ads without tracking your success is like playing darts blindfolded, chances are, you might hit the board once or twice if you throw enough darts, but you’re not going to nail that bullseye.

Here’s everything you need to discover how to install and use the Facebook pixel to track website traffic and create trackable Facebook ads. As well as, why is the Facebook pixel an essential part of your online advertising and marketing?:

Why use The Facebook Pixel?

Facebook is smart.

Indeed, really smart.

Moreover, the more data the pixel acquires the smarter Facebook gets. This means, when you’re running ad campaigns, Facebook has a better idea of who to serve your ad to. When someone visits your website and takes an action (for example, buying something), the Facebook Pixel Code is triggered, reporting this action.

#1. It takes Records how people interact with your website

Foremost, The Facebook pixel allows you to see how people interact with your website after viewing your Facebook ad.

You can even track customers across their devices. This lets you see if people tend to see your ads on mobile but switch to a desktop before buying. Or, maybe it’s the other way around. This information can help you refine your ad strategy and also calculate your return on investment.

#2. Allows you to re-target those who have interacted with your website

The pixel holds the data on website visitors for 180 days, meaning if someone visited your website 180 days ago, you can still target them with an ad

For instance, when you’re shopping on one site, say “Target.com”, and you don’t buy that television set you were looking at…but then a few hours later you’re scrolling through a news site and a Target.com ad featuring that same Television set shows up on the right rail of your screen.

Relating scenario? huh!

Yup, you’re being retargeted. Tracking cookies from Target.com followed you as you surfed and triggered the ad on the news site to display the product you didn’t end up buying.

Facebook retargeting pixel data and dynamic ads allow you to show targeted ads to people who have already visited your site. These could allow turn fans to paying customers increasing conversion.

#3. It Collects data to build lookalike audiences.

A lookalike audience is a way to reach new people who are likely to be interested in your business because they’re similar to your best existing customers online.

With the Facebook pixel installed, Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help continue reaching your target audience and expand your potential customer base converting prospects.

#4. Assists Optimize ADS for conversion.

Without a pixel, the only conversion you can optimize for is link clicks. Lastly, you can use Facebook tracking pixel data to optimize your Facebook ads for specific conversion events on your website for your next site visitor.

The tracking pixel ensures that your Facebook ads are shown only to those who are interested in your content and are more likely to convert to customers. This ultimately helps you improve your conversion rate. Also, with the pixel, you can optimize for conversions that align more closely with business goals, like purchases and sign-ups.

How to Set Up The Facebook Pixel and Add to Your Site.

Let’s get technical a little bit👩🏽‍🚒

Setting up a pixel is very simple, but you must have three things before beginning: “You need to be in front of your computer not a mobile device, A website, and the ability to update your website’s code.

To create a Facebook pixel, you must first go into Ads Manager on Facebook and then click on the Pixels tab. From this page, you click on the Create a Pixel button. Or from your Facebook Events Manager, click the hamburger icon (≡) in the top lefts and choose Pixels. Then click the green Create a Pixel button. Name your pixel, enter your website URL, and click Create.

Once your code is created, you will have three installation options: use a tag manager, install the code yourself, or email instruction to a web developer.

To install the code yourself without difficulty, you must locate the header code for your website or find the <head> </head> tags in the webpage code. Once you’ve located this, copy and paste your pixel code at the bottom of the header section, above the closing head tag.

After inserting your code, you may now test whether it is working; Click the Send Test Traffic button, and if your status says ‘Active’ then your code has been installed correctly and you are ready to choose which actions to track. Once your Facebook pixel is tracking activity, click Continue.

Confirm your Facebook pixel is working

You already tested your Facebook Pixel installation by sending test traffic. But before you start relying on the data from your Facebook pixel, you should confirm that it’s also tracking properly.

  1. Add the Facebook Pixel Helper extension to your Google Chrome browser. (It’s only available for Chrome, so if you use a different browser, you’ll need to install Chrome to use the Pixel Helper.)
  1. Visit the page where you have installed the Facebook pixel. If the extension finds the pixel, the </> extension icon will turn blue, and a popup will indicate how many pixels it finds on the page. The popup will also tell you if your pixel is working properly. If not, it will provide error information so you can make corrections.
analytics pixels installed on our website

How to use the Facebook pixel

When it comes to choosing which visitor actions—events—to track, you have two options: a set of seventeen standard events that are predefined by Facebook. Also, custom conversions that you will be able to set up yourself.

(In Bold Effective Tracking Metrics and Events on The Facebook Pixel.)

  1. Purchase: Someone completes a purchase on your website.
  2. Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
  3. Search: Someone uses the search function to look for something on your site.
  4. Complete registration: Someone completes a registration form on your site, such as a subscription form.
  5. Add payment info: Someone enters their payment information in the purchase process on your website.
  6. Add to wishlist: Someone adds a product to a wishlist on your site.
  7. Initiate checkout: Someone starts the checkout process to buy something from your site.8
  8. Add to cart: Someone adds a product to their shopping cart on your site.
  9. View content: Someone lands on a specific page on your website.
  10. Start trial: Someone signs up for a free trial of your product.
  11. Customize product: Someone selects a specific version of the product, such as choosing a certain color.
  12. Contact: Someone contacts your business.
  13. Find a location: Someone searches for your business’s physical location.
  14. Subscribe: Someone subscribes to a paid product or service.
  15. Schedule: Someone books an appointment at your business.
  16. Donate: Someone makes a donation to your cause.
  17. Submit application: Someone applies for your product, service, or program, such as a credit card.

Select which of the standard events you’d like to track using the toggle buttons. These different pixel events allow you to gather data that helps you create successful Facebook ads and learn more about the people engaging with your website. For each event, you need to choose whether to track on page load or on inline action.

  • Track event on page load: Use this to track actions that involve going to a new page, like a purchase complete or sign-up success page.
  • Track event on inline action: Use this to track actions within a page, like clicking an “add to cart” button that does not open a new page.

You can also set parameters for some events. These details allow you to customize the standard events based on How much a conversion event is worth, currency, content-type, or ID and Basket contents. You can learn more about custom conversions in this article by Facebook help.

Add a pixel notice to your website

To comply with Facebook’s terms, let visitors to your site know that you are collecting their data by putting up a notification that you are using cookies to collect information about them.

That means you need to provide clear notice that you’re using the Facebook pixel and that their information may be collected through cookies or other methods. You also need to let users know how they can opt out of having their data collected.

To get all the details, go to the Facebook Business Tools Terms and scroll down to point 3: Special Provisions Concerning the Use of Facebook Pixels and SDKs. Or, check out Facebook’s cookie consent guide for sites and apps.

Wrapping Up

In a nutshell, setting up and installing your Facebook pixel is one of the most important actions you take before you launch any ad campaigns. The Facebook Pixel provides you with the necessary audience insights. It tells you why people are visiting your website, and how. This is critical information that can help you create effective Facebook ads.

Above all, without the Facebook pixel placed on your site, you cannot create website custom audiences based on website activity. These audiences allow you to establish lookalike audiences, which are the basis of most successful Facebook prospecting efforts, and to access other features such as retargeting.

The Facebook pixel is a very powerful and valuable tool for business owners and start-up companies – big or small. Installing it will help you or your marketing team to meet a number of specific objectives getting the most out of your social ad budget for your business. For instance: Use the Pixel to Generate Leads and Use the Purchase Event Code to Track Campaign Results.

Moreover, it is a free tool to install.🤗 Who doesn’t love freebies?

That’s a wrap! You should now have a better understanding of how to utilize the Facebook pixel to increase the effectiveness of your Facebook advertising. From reading this, I hope you see how crucial it is to implement this to make your ad money effective.

What do you think? Are you using the Facebook Pixel and what has been your experience? Share your thoughts in the comments below.

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