If you’re reading this, you’ve probably at least heard about Facebook pixels. You may have even experimented with placing one on your website. Or it might be the case that you just googled “how to improve my social media strategy” and found yourself here, with no clue what we’re on about. If that’s the case, don’t stress — you’re still in the right place.

If you do any marketing through Facebook, we’re sure you’ve at least asked yourself one – if not all – of the following questions:

  • Is Facebook reaching the right audience for my business?
  • How do I know if clicks from my Facebook page are creating conversions?
  • How do I prove the ROI on my Facebook efforts?
  • I wonder if it’s possible to optimize my ads to specific actions on my website?
  • Can I retarget my web visitors with ads on Facebook?
  • Are the people that are commenting and liking my posts the same people buying products off my site?

If any of those have crossed your mind, you’re in luck. I can definitively answer that yes, Facebook pixels can help you with all of the above, and better yet, I’m going to show you how.

First, a quick explanation of Facebook pixels and what they do.

Per Facebook:
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. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer takes an action and will be able to reach that customer again through future Facebook ads.

In layman’s terms:
It’s a small piece of code that can easily be installed on your website. It tracks and sends data about site visitor actions to Facebook, and allows the advertiser to set up better targeting, optimize ads, and track results.

Ultimately you can actually show ROI from social! Rejoice!

Let’s get started.

1. Better Targeting

By setting up a pixel you’ll be able to create custom audiences based on the data collected from your website.

Not only can you create an audience of all the people who visit your website regularly (which is great for retention and upselling campaigns), you can also create lookalike audiences (which is great for acquisitions). This means you can target Facebook users who behave in a similar fashion to your current website users.

Hello, potential new customers!

No more guessing if you’re reaching the right people. No more limiting your targeting to age, gender, location and interests. Sure you can still add those targeting layers in, but you’ll be 100% reaching people who have already reached your website and are presumably interested in your product/service.

These are our top takeaways for audiences:

  • Reach current website visitors through Facebook ads
  • Target lookalike audiences based on your current website visitors through Facebook ads

2.    Optimized Campaigns and Posts

A Facebook pixel allows you to optimize your Facebook ad campaigns to more in-depth metrics. Without a pixel in place, you can optimize your ads’ performance on things like reach, link clicks, post engagement, video views, etc, but none of those necessarily translate to better conversion rates and more sales. (Unless you’re an online media company, and then maybe that’s good enough.)

With a Facebook Pixel you can optimize your ads by conversions, which can be set as:

  • Add to cart
  • Add payment method
  • Add to wish list
  • Purchases
  • Form fill
  • View content
  • And more

Some of these will require an additional event code (extra code that tracks a specific action) to be set up on your site. You can read more about Facebook event codes here, but I would recommend leaning on your web developer for help if you have one (or using one of ours, they’re pretty great).

3.    Tracking Results

Okay, so you’re reaching the right people and have your campaign set to optimize for purchases (or some other form of conversion), now what?

Here comes the fun part (if you love data).

Data from a pixel can be used to track ROI on a Facebook ad campaign by reporting the number of purchases and value that are tied to a specific ad creative and audience segment.

It can also be used to tie post engagement to purchases (or other actions) as well. So you’ll be able to track ROI for your organic content as well as paid ads.

In Facebook Business Manager Analytics section, you can create funnels to see how many people completed a certain action on Facebook in a given time period and then see how many of those users also completed a specific action on the website.

The funnel is just the tip of the iceberg of what’s available to track between your Facebook page and website. However, it’s a great place to start.

If you’re interested in getting started, give us a shout. We’d be happy to help.

Jessica Crozier

Author Jessica Crozier

Jessica is the Director of PR and Social Media at InQuest Marketing. Her team is responsible for clients' social media, public relations and content marketing needs. Her favorite memory of her time at InQuest is working on the launch of a new retail brand and watching it grow from initial concept to thriving business. Outside of the office Jessica enjoys playing the cello and hiking with her dog.

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