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facebook advertising using the pixel : what you need to know
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Facebook is one of the largest platforms for social media traffic to date. The platform boasts billions of users who visit the site daily with overall usage continuing to increase every year. According to Sprout Social, 74% of active Facebook users opt to use the site everyday making it a major cornerstone for exposure. Facebook has provided an easy communication platform for users to conveniently stay in touch with friends, family and interact with specific brands.

Due to the high traffic volume that Facebook readily presents, marketers have long sought to maximize on the value of Facebook advertising. With Facebook advertising you have the option of doing it either one of two ways: paid or organic. Paid advertising requires setting up a campaign where you can choose to set variables such as length, daily budget and specific audiences that you would like to target based on geography or interest. Organic on the other hand relies on generating traffic naturally without spending advertising money.

Nowadays Facebook advertising has become much easier with the introduction of the Facebook Pixel which serves as a handy tool for marketers in order to measure effectiveness for Facebook specific campaigns.

What is the Facebook Pixel?

The Facebook pixel is analytics tracking code that is installed on your website for the purpose of collecting and analyzing conversions that are generated from Facebook advertising. The process is similar to Google Tag Manager which collects information on site visitors for the purpose of ad creation, optimization and building specific target audiences which the Pixel then assigns to specific target groups. This is huge for re-targeting efforts because it provides insight into the actions visitors take on your website. By being able to better understanding user behavior, marketers are better able to enhance overall campaign performance. It’s a win, win.

With the Facebook Pixel you can:

1. Create Audiences
2. Enable Ad Bidding
3. Analyze User Behavior
4. Receive User Specific Insights

How does the pixel work?

We’re glad you asked. Without getting too technical, we’ll go over a general overview of just how the Pixel functions. Pretend you are an e-commerce site that is looking to re-target to certain shoppers who have abandoned their cart. A user has decided to add a specific item to their cart and they look like they are going to check out, except instead of making that purchase they leave the site.

When that same user decides to log in to their specific Facebook page they are given an ad with that same item they had earlier in their cart. Why is this? The pixel utilizes cookies in order to track users as they interact with components of your website and Facebook ads.

The Facebook Pixel is triggered by certain events or actions that are taken. Actions such as:

 

  • Purchase
  • Registration Completion
  • Add to Cart
  • Contact
  • Search
  • View Content
  • Subscribe
  • Submit Trial
  • Submit Application

How to Create a Facebook Pixel for Beginners:

Installing the Facebook Pixel is pretty easy, here we will walk you through the steps to install the code to your website so that tracking is easily enabled.

 

How to Create a Pixel
1. Before installing the Pixel you need to first create one in your events manager.

 

2. Click the green plus icon > select Data Sources > Web

 

3. Select Facebook Pixel and hit connect 

 

4. Create a Name for your Pixel

 

5. Enter your website URL

 

6. Click Continue

 

How to add the Pixel to your website

1.  Select install code manually 

 

2.  Copy the Pixel code 

 

3.  Paste the code into the header of your website