Here’s how you can use Facebook Pixel to make the most of your advertising budget

Facebook is the world’s largest social networking platform, reaching over 60% of internet users globally. With more than 2.8 billion monthly active users and 1.84 billion daily users, Facebook is a major source for user data. The best way to leverage this is to make use of Facebook Pixel.

In this article, we cover:

  • What is a Facebook Pixel?
  • How can Facebook Pixel benefit you?
  • How to create a Facebook Pixel?
  • What can you track using Facebook Pixel?

What is a Facebook Pixel?

A Facebook Pixel is the one tool that can make sure you are maximizing your marketing and social media budgets, and getting the most bang for your buck.

In essence, Facebook Pixel is a bit of HTML code that you can add to your website. The purpose of this is to trigger cookies before users visit or interact with your website.

The data that the FB Pixel collects from a user’s cookies allows marketers to optimize their targeting and audience profiles, also allowing for remarketing.

How can Facebook Pixel benefit you?

Now that you know what Facebook Pixel is, it is important to understand the many ways that Facebook Pixel can benefit you and help you utilize your marketing budget optimally. Here are a few of them:

  1. Enhanced CTRs – Flink reports that, historically, retargeted ads have a CTR that is 10 times higher than CTRs for regular ads. Moreover, it increases conversion odds by over 70%, according to Flink.
  2. Analyzing your sales funnel – Facebook Pixel allows marketers to set up and track various different conversions, thus allowing them to map where buyers are on the sales funnel. This will also give you insights on optimal budget allocations.
  3. Optimizing ads – Facebook has smart systems that show your ads to a select few people. When you allow Facebook to optimize ads, they will only be displayed to people within your targeted audience who are most likely to perform that action.
  4. Measuring marketing ROIs – With the Facebook family of apps growing steadily, a bunch of ecommerce traffic and transactions come through them. Tracking this source and buyer behavior can really help marketers measure marketing ROIs.

How to create a Facebook Pixel?

Now that you understand the impact a Facebook Pixel can have on your marketing efforts, it is time to get cracking on creating a Facebook Pixel. Here are a few steps you need to follow:

The most obvious step is to log-in to your Facebook account at http://business.facebook.com

Once you’re in, click on Menu on the top left. Under the Measure & Report column, click on Events Manager. Under Events Manager, choose Facebook Pixel: Track Website Activities.

 

Data Sources on Facebook
Data Sources on Facebook

At this point, you’ll start building a Pixel for your website. Start with entering the name of the pixel and domain where the pixel will be implemented and click continue.

You now have 3 options to create the Pixel:

Creating a Facebook Pixel
Creating a Facebook Pixel
  • Partner Integration

Through this option, by using Google Tag Manager you can integrate the Pixel into your WordPress or any CMS platform website.

  • Manual Installation

This option lets you copy the code that you will need to apply in your Google Tag Manager container.

  • Email to developer

If you have a web developer on your team, this option lets you email the code and installation instructions to them.

Special Tip: One important thing to note here is that there is an option called Advanced Matching, which is turned off by default. Our recommendation is to switch this on to allow Facebook to take user-submitted data from your website. This helps the algorithm to map more accurate matches and larger custom audiences for retargeted ads. Another important thing to note is that Pixel auditing should be part of your routine Business Manager auditing – as protecting your Facebook Pixel is crucial.

To know more about Facebook Pixel and how it can help you, check out the full FB Pixel Mini-Class hosted by Abdel Kader Jrab, Co-Founder at Beit Byout and Digital Marketing Instructor at AstroLabs.

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