The Ultimate Guide to Using a Facebook Tracking Pixel

A Facebook pixel is a piece of code unique to your Facebook advertising account that is installed on web pages to create custom audiences or to measure the conversion of your advertising campaigns.

 

 

There are many benefits of installing your Facebook pixel code on pages you send traffic to.

First, it allows you to set up retargeting campaigns. In other words, it allows you to know who performed a certain action and based on that action they performed, you can advertise to them again.

For example, should you want to advertise to people who read a specific blog post, but didn’t click on the call to action in the blog post, the Facebook pixel allows you to know who they are, and therefore allow you to advertise to them again the call to action you made in your blog. You can even know who went on your website but didn’t buy a specific item, and then advertise the specific item to them.

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Secondly, it allows you to create much more responsive advertising campaigns as you can target specific people based on their actions.

For example, should you have advertised an event, and want to advertise it again but exclude people who already bought tickets, so as not to waste money advertising to them, you can. Your ads can be as specific as “hey, don’t forget to book your ticket”.

Thirdly, thanks to a Facebook tracking pixel, you can turn cold traffic into warm traffic. In other words, you can keep on targeting people who aren’t responsive to your advertising campaigns, and exclude those who are, by keeping on advertising to them value.

For example you could advertise content-only articles, blog posts and videos, and eventually turn them from a cold audience to a warmer audience who knows you, likes you and trusts you, and therefore more likely to respond to your offers in the future.

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Another reason why you should use Facebook pixels is that it allows you to track pretty much everything so you can cut the cord when something is not converting and double your efforts on what is working. For example, it allows you to know out of how many people who visited your website, how any of those subscribed to your newsletter.

For example, if the data collected by Facebook shows that you had 1000 website visitors, and 30 people opted in, it means that your optin page is not converting and it needs to be fine tuned to increase conversions.

 

 

Another benefit of using a Facebook tracking pixel is it allows you to create what Facebook calls “lookalike audiences”. A lookalike audience, is an audience Facebook creates for you to advertise to, that is similar to one of your audiences that has performed a certain action.

 

 

For example, you could have an audience of people who visited your website and decide to create a “lookalike audience” of your website visitors. In other words, Facebook creates another audience similar to the one who visited your website.

What this means, is that when you advertise your website to this lookalike audience they are more likely to visit your website than other audiences and it allows you to increase your reach.

Lastly, because a Facebook tracking pixel allows you to track exactly how many leads and how many sales have been generated as a result of your Facebook advertising efforts, it becomes easy to measure your return on investment.

And, by knowing your ROI, it becomes easier to forecast the revenue generated from Facebook advertising and forecast the budget required to run Facebook advertising campaigns.

In order to install a tracking pixel on your web pages, simply go to “manage ads” to access your advertising account, then click on “ads manager” and click on “pixels”.

 

 

Then, click on “set up a pixel”, then click on “Copy and Paste the code”. This will be the pixel code that you will need to install on the web pages you wish to track when using Facebook advertising. Facebook gives you instructions on how to do it.

Should you be using a tool such as lead pages to create lead capture pages, to install the pixel code, simply click on the lead page of your choice, then click on “lead page options”. Then, click on “tracking codes” and then paste your pixel code, under “head-tag tracking code”.

 

 

To check whether your Facebook ad pixel has been installed, we recommend using the Google Chrome plugin called “Facebook Pixel Helper”. Simply install the Facebook Pixel Helper plugin and then visit the web pages you have installed the pixel on.

If the Facebook ad pixel has been installed correctly, the plugin will let you know that there’s a pixel on this page. If the Facebook Pixel helper plugin hasn’t been installed correctly, then the plugin will show that there’s no Facebook ad pixel installed.

 

 

In order to use the Facebook pixel to create custom audiences you can retarget, the process is slightly different.

Simply go to “manage ads” to access your advertising account, then click on “ads manager” and click on “all tools”. Then, under “assets” click on “audiences”. Then, click on “create audience” and “custom audience”. You will then have 5 choices. To create an audience based on:

• a file with a list of people (If you have a mailing list or a customer list in a spreadsheet, you can simply upload it and target the people through Facebook.)
• website traffic (to create an audience based on your website visitors. For example, you could create an audience of people who have visited your product page but not the checkout page)
• app activity (to create an audience based on people who have taken a specific action in your app.)
• offline activity (to create an audience based on people who have interacted with your business offline)
• or engagement (to create an audience based on people who have engaged with your Instagram and Facebook posts such as people who have watched your videos for example)

 

 

Lastly, thanks to a Facebook ad pixel, you can create “lookalike” audiences. In other words, create an audience that is similar to a specific group of people. To do so, under “create audience” choose the option “lookalike audience” and under “source” select the custom audience you want to create the lookalike audience from.

If you’d like to take your Facebook marketing to the next level, and increase the results you’re getting from your current Facebook marketing efforts by 10, click here to download my FREE Facebook marketing report. Simply enter your name and email and I’ll instantly send you the report.

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