What is the Facebook pixel?

facebook pixel

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Facebook pixel is a code you put on your website for the collection of data; that helps you monitor Facebook ads conversion. Pixel is also beneficial for optimizing ads, creating targeted audiences for potential advertising, and highlighting visitors who have already taken some form of action on your website.

It operates by setting and activating cookies to detect users when they communicate with your Facebook advertising and your website.

Why you need Facebook pixel setup?

The Facebook pixel offers valuable details that you can use to generate better Facebook ads, and to target your advertising better. Facebook monitoring pixel data helps make sure that the users who are most likely to take your desired action are seeing your ads. It helps you to increase the conversion rate for Facebook ads and boost the ROI.

And if you don’t already use Facebook ads, you can install the Facebook pixel now.  It’ll start gathering data right away and when you’re ready to build your first Facebook ad you don’t have to start from scratch.

Use Facebook for tracking Visitor Activities

After seeing your Facebook ad, the Facebook pixel helps you to see how people communicate with your Website.

You can also monitor clients over their computers. This helps you to see if visitors continue to see your advertising on cell phones but turn to a laptop before they buy. Or, maybe it’s the reverse. This knowledge will help you sharpen your ad strategy and measure your investment return.

Use Facebook for Retargeting Valuable Web Visitors

Facebook’s pixel retargeting and dynamic advertising allow you to display targeted ads to people who have already visited your site. For example, you can show people an ad in your website for the same product they abandoned in a shopping cart or added to a wishlist.

Develop lookalike audiences

Facebook can use its targeted data to help you create a lookalike audience of people with similar views, interests and demographics to people who already connect with your website. This can help to expand your base of potential customers.

Target Facebook ads for conversions

You can use Facebook pixel to target your Facebook ads for conversion events. The only conversion you can optimize for without a pixel is the clicks on the connection. With the pixel, you can optimize for transactions that more closely correlate with company objectives, such as sales and sign-ups.

Maximize the value of Facebook ads

Because Facebook gathers data on who is buying from your site and how much it spends, it will help to maximize your interest-based ad audience. Which means it will screen your ads automatically to those people who are most likely to make high-value purchases.

Gain access to more Facebook marketing resources and analytics

Want to use online conversion campaigns, personalized website viewers or interactive advertisements? You can only do that when you have the Facebook pixel mounted. You will need to track metrics such as cost per lead or cost per conversion by the pixel.

How to use the Facebook pixel

You can use the Facebook pixel to collect data about two separate things.

Facebook has a predefined set of 17 standard events.

Custom events can be set up yourself.

An “event” is simply a defined action that a visitor takes, like making a purchase, on your website.

Facebook pixel standard events

The 17 basic Facebook pixel events for which the basic Facebook event code can be easily copied and pasted are:

  • Purchase: Anyone on your website completes the order.
  • Lead: Anyone signs up for a trial, or otherwise connects with your platform as a guide.
  • Complete registration: Someone on your web fills out a registration form, such as a subscription form.
  • Add payment info: Anyone must enter their payment details on your website during the buying process.
  • Add to cart: Anyone on your web adds a product to their shopping cart.
  • Add to wishlist: Anyone on your site adds a product to a wishlist.
  • Checkout initiate: Someone starts the checkout process to buy something from your site.
  • Search: Someone can check for something on your site using the search feature.
  • View content: Someone lands on your website on a different tab.
  • Contact: Someone gets in contact with your company.
  • Customize product: Someone selects a specific product edition, such as selecting a certain color.
  • Donate: Somebody donates to your cause.
  • Find location: Someone is looking for the physical location of your company.
  • Schedule: Someone will book an appointment at your service.
  • Start trial: Someone is signing up for a free test of your company.
  • Submit application: Anyone, such as a credit card, pays for your product, service or program.
  • Subscribe: Anyone signs up for a paid product or service.

You can use extra bits of code called parameters to add more information to regular events too. These allow you to customize the standard events according to:

  • How much a conversion event is worth
  • Currency
  • Content type, or ID
  • Basket contents

For example, you could use Facebook pixel tracking to monitor views of a specific category on your website, rather than tracking all views. You would want to distinguish dog owners from cat owners on the basis of which parts of your pet supply website they were viewing.

Custom Facebook pixel events

You can use custom events instead of regular events, or to gather more data than regular Facebook pixel events would offer.

Custom events use URL rules based on the keywords of the URLs or URLs.

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