Have you ever wished you could find out what people do after they’ve clicked on your Facebook ad? Facebook keeps track of the actions users take while they’re still on the social media platform, but when a user chooses to click on your ad and ends up on your website, an entire collection of useful data about the actions they’re taking may seem lost. That’s where the Facebook pixel comes in.
The Facebook pixel is “an analytics tool that helps you measure the effectiveness of your advertising. You can use the Facebook pixel to understand the actions people are taking on your website and reach audiences you care about,” according to Facebook.
A Facebook pixel is a simple way to reach the right people, drive more sales, and measure the results of your ad. What a pixel essentially does is use a bit of tracking code that you can insert within the code of your website that allows Facebook to track a user once they’ve left the social media platform and record the data.
With the Facebook pixel you can track actions that matter to your business. Facebook refers to these actions as “events.” You can track a variety of events, such as:
- Complete Registration
- Add Payment Info
- Initiate Checkout
- Add to Cart
- Add to Wishlist
- View Content
You can also add event parameters, which will let you assign a conversion value to each event. Oftentimes businesses consider an action on their website as having monetary value, even though the action might not be a purchase. For example, you might consider a “complete registration” event to have a $10 value.
With the Facebook pixel you can monitor what your engaged audience does once they’ve landed on your website. This can help you better shift your marketing strategy to accommodate those people and direct them down the funnel until they’ve taken the desired action. For example, if your Facebook ad goal was to get purchases for a certain product and thanks to the Facebook pixel you’ve noticed that many people are adding the product to their cart and then abandoning it, you could launch a remarketing campaign targeting these people and offer them a discount to incentivize the purchase.
Using a Facebook pixel could help your business more effectively use Facebook ads. For more information about installing the Facebook pixel, contact us for a free 30-minute consultation to discuss installing the pixel and using it to streamline your marketing strategy.