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Pixel Perfect: Why you should install the Facebook Pixel yesterday
Is your pixel firing?
By Errun South
Oct 27th, 2020
When a new business asks me to review what they’re currently doing in social media, there’s a few things I look for, post frequency, quality of content, engagement. Often the first thing I do though, especially for anyone selling online, is check whether they have a Facebook Pixel Installed.
The Facebook Pixel is probably Zuck’s most powerful tool and one of the reasons why you often feel like sellers on Facebook and Instagram are reading your mind. In its most basic form, the pixel is a line of code, inserted into a website, which records users visiting the site and saves them into an audience in Facebook Business Manager. Marketers can then target advertisements to these people for up to 6 months.
When asking business owners if they have the pixel installed or have used pixel data for advertising, i’ll often receive one of the following responses.
“Never heard of it”
“Heard of it but have no idea what it is”
“Heard of it, I know it’s important, but have no idea what it is”
“My web developer said I have it”
“Is that the little Facebook logo you can click on?”
As a business owner you’d certainly be forgiven for not being across this feature, but if you’re employing a marketer to help you get more business, or giving it a shot yourself, utilising your pixel data should be well and truly at the top of your priority list! Even if you’re not doing any outbound communications right now, you can be tracking website visitors and sending them ads in 6 months time!
The best part is, this feature is available absolutely free to anyone with a Facebook Business page and runs directly from your Facebook Business account. No matter how big or small your business, you have the exact same ability to follow your customers as they navigate through their social media.
So how does the pixel benefit your business?
Targeting a pixel audience means you’re talking to people who have already shown an interest in your product or service. This saves the time and money usually spent speaking to a broad audience, who may or may not be interested. If people have found your website through any other avenue (search, display, word of mouth), you’ll be easily able to remarket to them.
People often visit dozens of websites when researching a purchase - and that gives you a great opportunity for remarketing.
Remarketing is when you follow up your potential customers with ads after they leave your site, giving you a huge leg up over the competition. Utilising your pixel is the most effective way to do this. You can even market items to a buyer that complement their purchase history. With the ability to build custom audiences and Lookalike Audiences based on pixel information, you can better target high-value customers and subsequently influence purchase decisions. Have a look at Dynamic Ads for a more thorough insight into remarketing
Audience Segmentation by Action
As a part of your remarketing efforts, it’s possible to do more than just target website visitors. The pixel allows you to segment audiences based on what they did (or didn’t do) on your website. For example, one user may simply click a “contact us” button, while another may go through a purchase process and then abandon their cart before completion. Each of these users can be remarketed unique messages in the following days, weeks or months. There are dozens of actions or events you can segment in Facebook Business Manager.
E-commerce sellers rely on pixel data to inform them exactly how effective their Facebook and Instagram adverts are with stats like Cost per Acquisition (CPA) and Conversion Rate (CVR). You’re also given accurate revenue tracking, allowing you to measure your exact Return on Ad Spend (ROAS). The pixel can be integrated with most major e commerce platforms like Shopify or Woocommerce.
How do I create and install the pixel?
Facebook has a super simple pixel creation guide you can follow here. If you’re working with a digital marketer, they’ll be able to do this for you, and will likely recommend it from the get go.
Installation is easy for anyone versed in web design or development. If you have a dedicated web developer, shoot them an email once you have your pixel setup and they’ll be able to take it from there. Platforms like Shopify and Squarespace make it simple to automatically set up the pixel.
There are plenty more benefits to having the Facebook pixel installed on your website and hundreds of clever ways you can use this data to improve the performance of your digital marketing. Our number 1 piece of advice would be to get the pixel installed on your website as soon as you can! Even if you’re a few months off from starting a campaign, you can be tracking your users and gathering insights right away.
For more information on how to install the pixel and all the benefits, check out Facebook’s handy guide