In this article, we’re going to talk about Facebook Pixel, its importance and how does it help us in our businesses. If you already have a website but you don’t use Pixel, think again because this little tool can be of great power to your e-commerce business.
Facebook Pixel is a piece of code that you put on your website. It helps you track people’s activity whenever they leave Facebook and go to your website. Whenever someone enters your site, these pixels pass details about the user’s identity, location, activity, etc. back to Facebook. What they do on your website, how long they spend on it, what they add to the cart, how much is the value of the cart, literally everything you get to know about your visitors or customers. The Pixel receives these actions, which you can see on your Facebook Pixel page in Events Manager.
Is Facebook Pixel important?
This analytics tool is very important for your website for many reasons.
The Pixel gives instructions to your campaign. It’s passing back information what people are doing, then the campaign uses them as an instruction for who to look for next. If you give right data, it does a great job in showing ads to people and it knows who it should show the ad to next. But, if you give incomplete data, then it doesn’t do a good job, which is obvious, right?
Three important things Pixel let’s you do:
- Firstly, it lets you measure what people are doing on your website. As soon as someone leaves Facebook, if you don’t have the Pixel installed then Facebook doesn’t know what the user is doing, and you don’t know also. If you have it installed, and they go to your site, every action they make with your business is measured. Moreover, this gives you opportunity to reach those customers again through future Facebook ads.
- Secondly, it lets you build your lookalikes. With this tool you know who is on your site purchasing and you can build your lookalikes audiences based on those users which is a great advantage.
- Thirdly, it lets you optimize towards the right action. So, if you are after purchases in your e-commerce website and you are optimizing towards another one’s click, then you are not optimizing towards right objective. If you are after purchases and you have Pixel, you can start optimizing towards purchases itself and Facebook knows to find people who are like your purchasers not people who are like your “clickers”.
Having Pixel installed on your site is not enough. You need to make sure it’s implemented thoroughly. Here are some implementation principles you need to cover before you start using Pixel:
- Standard Events
- Universal pixel placement
- Representative fires
- Parameter Pass-back
If you would like to learn more about these principles, Pixel itself or anything else, contact us. However, if you don’t know how to create and install it, don’t hesitate to send us a message. We would gladly help you out.