The Power of the Pixel
Even if you don’t have a lot of traffic to your website or if you are just starting out, you need to put the Facebook pixel on your website…like yesterday.
Seriously. Your pixel data will grow with your business and website traffic, so the sooner you can get it on there, even if you don’t have tons of traffic on your website, the better. The more data you can give the pixel, the better your Facebook ads will be in the future.
There are developers on websites like Upwork who are familiar with putting this pixel on your website, or if you use WordPress, there are tons of plugins that will easily and effortlessly insert the pixel into your website header. It’s extremely important that you get it on your website ASAP to start building your custom retargeting audiences so that you can craft successful Facebook ads moving forward.
I know what you’re thinking: “What is a pixel and why do I need it?” Don’t worry. I’m going to walk you through what it is and what exactly you can do with it. It’s pretty mind-blowing, so bare with me.
What is a pixel?
The pixel is basically a tracking code Facebook gives you that tracks the people visiting your website. Kind of creepy – right? Website traffic and activity information is then sent back to Facebook and is viewable through your Analytics and Ads on your Facebook Dashboard. In short, the Facebook pixel tracks important events and conversions on your website and reports that data back to you through your Facebook Dashboard. Facebook then uses this data to season the pixel to get you better results and insights with your ads. You can go into your Analytics and Audiences and learn more about the demographics of people who are visiting your website. You can see referrals that are coming from Facebook as well.
In your Ads Manager, the Facebook Pixel will provide you valuable data and insights into the success of your ads. With the pixel you can track important things like website purchases, landing page views, cost per webinar registration or lead, how many people viewed your product page vs. added items to their shopping cart vs. completed their purchase. You can track your entire sales funnel with the pixel. It’s that powerful! The more data you give the pixel, the smarter it gets. Think of the pixel as your pet puppy. You want to feed it lots of traffic and data and spend time training it so it grows bigger and smarter. Who doesn’t like a cute Pixel Puppy, right?!
What can you do with the pixel?
The question is what can you not do with the pixel? The reason marketers and business owners love to advertise on Facebook is because of how powerful the pixel is in getting meaningful results.
Retargeting is one way you can use the pixel. Imagine someone visited your website two days ago and looked at a product but did not make a purchase. You can retarget that visitor, meaning you can show that exact person an ad on Facebook for that product. You can retarget a customer who clicked through to your landing page but maybe didn’t opt-in to your download or didn’t sign up for your event. That is pretty powerful stuff!
Custom Audiences is another way to utilize the pixel. What do I mean? Your pixel will track purchases made on your website! Say you sold a product like shampoo which you know will need be repurchased in 45 days. You can setup custom parameters to retarget customers who purchased 45-60 days ago with another ad of the shampoo they purchased, or an upsell to a conditioner or a special offer for a returning customer.
Or check this out! You can create a “lookalike audience” which means Facebook uses the purchase data (or any data you want to give it like data from people who watched a certain percentage of your video, people who like your Facebook page, people who have visited your website, etc..) from a certain period that you select (up to 365 days depending on the seed audience) and creates a custom audience from that seed audience which makes your pixel even more robust. The pixel can even give you information about the purchaser such as time of day purchased, age, gender, country, platform, etc. so that you can choose these demographics in Facebook and target the people similar to those who made purchases from your website.
This is why marketing on Facebook is so f’n powerful!
How neat is that? Once you get the pixel on your website and start setting up your custom conversions and audiences, you are guaranteed to have more successful ads because you are now tracking valuable actions taken on your website and giving that data back to Facebook so that Facebook can make your pixel smarter and work harder on finding the right audience to put your ads in front of.
That my friends is the power of the pixel!
How do you get the pixel and start using the data? There’s three steps that do take some time to setup and are slightly more advanced:
1. Get the pixel on your website
2. Create custom conversions
3. Create custom audiences
If you find setting up the pixel is too difficult and time consuming, hit us up and we’ll help you out!
Have any tips or success stories you want to share about using the pixel? Share them below!
If you want to see more FREE Facebook ad tutorial videos, check out my Tutorials Page for tons of value nuggets.
Questions about the pixel? Drop them in the comments below and I’ll be happy to answer!