The Facebook Pixel is a measurement code which, when placed on a website, sends analytical data to the Facebook ad manager. You can use it to track traffic from social media sites, measure conversions or track the value of orders.
How does Facebook Pixel work?
Simply put, the Facebook Pixel tracks the activity of a visitor on a website when the visitor is directed there from social media. It works on a similar principle to Google Analytics, because it stores cookies in the browser that contain information about the visitor’s behaviour.
Based on this data, you can then find out how much time the visitor spent on your site, where they clicked and what they were interested in. You can then use this data to target ads more efficiently, remarket to website visitors or build your own audiences.
Why use Facebook Pixel
Today’s online marketing stands and falls on data. Without it, you will find yourself spending money on campaigns without deeper analysis and with little by way of effectiveness.
Thanks to Facebook Pixel:
- you can track the success of a specific advertising campaign,
- you can evaluate the number of conversions you have received,
- you can create your own audience based on data about previous website visitors,
- you can remarket to website visitors with relevant advertising based on their activity,
- you can build Lookalike Audiences which have similar characteristics to real web visitors,
- you can optimise campaigns according to data about their performance,
- you can redistribute the budget more effectively
- and you can collect data for dynamic ads.
Data on all visitors
When using Facebook Pixel, you can set up to 8 unique events that send information about visitor behaviour. Pixel then collects data not only about the people who came to you through advertising, but about all visitors.
Basic events include:
- View content (viewing product details),
- Add to cart
- Purchase.
Do you need help setting up Facebook Pixel or deploying and optimising social media campaigns? Read more about social media advertising or contact us directly.