Why the Facebook Pixel is Important
What is a Facebook pixel? And more importantly, why do I care?!
This is a common question and a good one. This is how Facebook explains it…
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.
You can use pixel data to:
Make sure your ads are being shown to the right people
Build advertising audiences
Unlock additional Facebook advertising tools
How does the pixel record data?
The Facebook pixel is a piece of JavaScript code that is inserted in the backend of your website. The pixel records this data.
How does the Facebook pixel relate to my business?
You can utilize the pixel to track the activities of Facebook and Instagram users who visit your website. When you’re creating an ad, you can create a custom audience of people who visited your site within a certain time frame and even certain pages! This will allow you to be super specific with ad creative and copy.
How do I install the Facebook pixel?
Facebook gives you a great breakdown here.
How do I check if I installed the Facebook pixel correctly?
Once you have inserted the Facebook pixel into your website, you can use the Facebook Pixel Helper. It is a free extension for Google Chrome. Click here. This can also be used to see if other websites are using it (i.e. your competitors).
How exactly can I use the Facebook pixel?
The big picture is that you can utilize pixel placement to create custom audiences in Facebook Business Manager. Custom audiences allow you to retarget your email list and people who have visited your website. This is often referred to as a WARM audience.
For your existing email list, you can upload, copy and paste or import your customer list, then Facebook uses that data to match the people on your list to people on Facebook.
AND…
After your pixel is placed, you can target people who have visited your website in any time frame and on any page.
Retargeting ads are also a useful tool for list building. For example, you may want to add a free offer on a page that you are sending people to in exchange for their email. A valuable offer will encourage them to sign up! By creating an automated “nurture” or “welcome” email series with your email provider, you can send emails that work to build a relationship and trust.