If you are running a company page on social media and investing in advertising campaigns, and you are not using Facebook's Pixel analytics tool, you are making a big mistake! Find out how you can use it to improve the effectiveness of your ads and increase conversions.
Pixel Facebook - what is it and what is it used for?
The Silicon Valley giant has come out to meet companies that advertise their business on social media, specifically Facebook and Instagram. It has provided them with a free tool to optimise their advertising campaigns in the first place.
The Facebook Pixel is a piece of JavaScript code that you can install on your website. Although it consists of a few inconspicuous-looking lines of text, it is actually a powerful analytical tool. It allows Facebook to "view" the behaviour of users who visit our website. It collects information about what is happening on our website and then links the activities to the advertising campaigns running on FB. 
The Facebook pixel and conversion - how to track it?
The FB Pixel tracks user behaviour on every subpage on which it is installed. This is a huge mine of knowledge about current and potential customers. From the information gathered, you can find out what devices users use, what sub-pages they visit, how old they are, where they come from, what gender they are, and even at what stage of the purchasing process they abandoned further steps.
With Pixel, you can monitor any conversion you determine: the purchase of a particular product in a shop, newsletter sign-ups, webinar sign-ups and other similar events. Based on the above data in the Ads Manager, you can easily assess which of your running ad creatives are performing best and which need to be modified because they are not producing satisfactory results. This will make it much easier for you to create effective messages that will benefit you in the form of increased conversions.
How do I add the Facebook Pixel to my website?
If you want to exploit the potential of Pixel, you must first set it up on Facebook. To do this, go to the Meta Business Suite, go to the 'Event Manager' tab and then click the 'Connect Data' button, selecting the 'Internet' option if you want to collect data from a website. A window will appear on the screen where you enter the name of the Pixel. You validate it by clicking "Create". The next step is to enter the URL of the website with which the pixel is to be linked.
After following these steps, the Pixel has been created but is still inactive. To change this, you need to implement the generated code on the associated website. How do you do this? You have two options: install it manually or use it from a partner integration.
By opting for the first solution, Facebook will display the code that you need to place in the header code of each sub-page. Once you do this and publish a version of your website with the Pixel code active, it will start collecting data straight away. If your website was created on commission and you don't have the possibility to edit it, just send the programmer the generated code and he will place it without any problem.
On the other hand, if your website is built on one of Facebook's partner platforms, you can install Pixel using the 'using partner integration' option. The advantage of this is that the configuration is done without using code. 
Other benefits of placing a Facebook Pixel on your website
While conversion tracking is Pixel's greatest asset, it doesn't mean it's the only one. Pixel collects a huge amount of information about users that you can use to improve your service. How? For example: if the data collected shows that the vast majority of viewers view our adverts on smartphones, but buy the product via a computer - this is a signal that perhaps the purchasing process on mobile devices is unintuitive or the website does not display correctly on them. Of course, the situation could be the other way around: that it is the desktop site that is causing a problem for users. Such information is useful in modifying your strategy.
You can use the data you acquire for remarketing, i.e. targeting offers to people who visited your page but did not take a final action. In this way, you can again show a potential customer on Facebook the same product that they browsed, added to their basket but did not buy. By doing so, you increase the chance that the person will, on impulse, return and complete the purchase process.
Another plus is that Facebook uses the data of these people to build a so-called similar audience. This is a group of users with the same or very similar interests and demographic characteristics as the people who visited your page and converted. This allows you to target your ads via Facebook to an audience where there is a good chance that they will make a purchase.
Remember that you have an obligation to inform website visitors that you use a pixel that collects information about them. This is most often done by means of cookies.
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