Two months ago, Mark Zuckerberg wrote a Facebook status that struck fear in marketers all over the world. He announced the social media giant will overhaul its algorithm once again to give users more opportunities to engage with their friends and family -- Facebook’s original purpose -- and less with brands, flattening their organic reach more than ever before.
Marketers will encounter a steep learning curve and high barriers to success when they first start creating Facebook groups and more live videos because these tactics are still relatively new to the digital marketing community. But they’ll see much better, faster results when they increase their Facebook advertisement budget. The platform has always offered the best social advertising tools, like the Facebook pixel.
The Facebook pixel is powerful because it shows you how successful your Facebook advertising campaigns actually are and helps you reach new, relevant audiences. And if you want to optimize your Facebook advertising strategy, we recommend taking advantage of it. Read on to learn what exactly a Facebook pixel is, its capabilities, and how to create one today.
What is a Facebook Pixel?
A Facebook pixel is an analytics tool that measures the effectiveness of your Facebook advertising. By installing it into your website, you can truly gauge your ads’ performance because the pixel can track every visitors’ interactions on your website after they click on your ad.
When someone clicks through to your website from an ad and takes an action, like completing a purchase, your Facebook pixel will trigger and report the action in Facebook Ads manager. This allows you to see if they completed the desired action of the ad like buying a product or filling out a landing page -- all on Facebook.
The Facebook pixel gives you deep insight into your marketing strategy because it measures your ad’s conversion rate, not just its click-through rate. This adds another layer of analytics that paint a clear picture of your buyer’s journey from ad to purchase. For instance, if one of your ads' click through-rate is high, but the conversion rate is low, then your ad creative and landing page probably aren’t aligned.
You can also use website visitor and customer data collected from your Facebook pixel to refine your distribution strategy in several ways.
Your Facebook pixel helps you bid specifically for conversions on Facebook. After collecting enough Facebook lead and customer data, Facebook will only show your ads to users who are most likely to convert or buy something from your website.
You can set up remarketing campaigns to past customers who’ve converted through a Facebook ad or users who have visited your website or certain web pages by clicking through one of your Facebook ads.
Create lookalike audiences
Once your pixel tracks a minimum of 100 conversions, you can create a lookalike audience of your website visitors and past customers on Facebook and advertise to them.
What Actions Can a Facebook Pixel Track?
When someone takes an action on your website after clicking on an ad, your Facebook pixel records it as an event. Facebook can track 9 of them: