Facebook Pixel: How Does It Work?

Jun 5, 2019 | Digital, Web Services

What You Need to Know About the Facebook Pixel

The addition of the Facebook pixel allows marketers to take their strategy to the next level. This key tool allows you to get the most out of your social ad budget by precisely targeting the audience that is most likely to take your desired action. Here is how it works.

What is the Facebook Pixel?

The Facebook pixel is a set of codes that you manually enter into your website. You can even add event specific codes to part of your website where your users take meaningful actions to your business like the add-to-cart or purchase page. Conversions can be set up to customize what actions you and your business consider to be important whether that is page views, purchase or initiate checkout.

The information collected then allows you reach this customer again by using a Custom Audience. The Facebook pixel becomes more successful at creating this Custom Audience once more conversions occur on your website. Your Facebook ads are then delivered to people who are more likely to take these actions. Once you establish this audience a broader, more general audience can be created. This is known as a Lookalike Audience.

A Lookalike Audience is created by using the Custom Audience you have already built and extracting the common qualities of the people within it. These common qualities and interests can then be applied to a larger audience in order to target more efficiently. Having the ability to reach your entire audience is beneficial to your overall marketing strategy.

How to Use the Facebook Pixel

The Facebook Pixel allows you to collect data from either 17 predefined events or create custom events.

The 17 events that you can choose from are all very useful depending on your campaign strategy, but the most common codes include:

  • Purchasing of service or good
  • Add to cart
  • Process of checking out
  • Customizes a product
  • Donation
  • Payment information

Choosing the correct event for your strategy will help you to identify the audience that is appropriate for your campaign. The Facebook pixel is a key tool to use when advertising on Facebook.

Benefits to Using the Facebook Pixel

Facebook pixel doesn’t stop at conversion tracking. Your advertising strategy will be more direct and allow you to establish a reliable target audience. Other benefits to utilizing the pixel features include:

  • Retargeting potential customers who have already visited your website
  • Access to the customer journey on your website
  • Track the value of purchases and calculate return on ad spend
  • Create Lookalike Audiences

These features allow you to better understand your customer base as a whole and provides the tools to create a successful Facebook marketing campaign.

If you are interested in learning more about how the Facebook pixel could benefit your marketing strategy, contact Gavin today.