The Importance of the Facebook Pixel

Code sample of a the Facebook Pixel

If you are reading this and you manage a website, installing the Facebook Pixel is one of the FIRST things you should do (along with Google Analytics).

Getting the Facebook Pixel set up, with appropriately coded events across the website, is always among the first things we look to accomplish when we start working with a new client, as it is crucial to achieving success in so many ways with Facebook advertising. Other social platforms including Twitter (and recently LinkedIn) have a similar offering, but Facebook dominates the landscape with 86% of social marketers now regularly using Facebook Ads, so that’s where this post will focus. It’s hard to quantify the pace at which Facebook’s advertising platform has evolved. The robust features it offers now are a far cry from the days of 2004/2005, when the company first began selling basic “Flyer” advertisements. However, I would argue that the most impactful change to date has been the development of the Facebook Pixel which, combined with Facebook’s unrivaled first-party data on users, has helped build it into an advertising powerhouse.

Why is the Pixel so important? 

  1. Track Conversions
  2. Conversion Optimization
  3. Custom Audiences
  4. Lookalike Audiences
  5. Audeince Insights

Track Conversions

Want to know how many times people are visiting certain pages? Or signing up for your newsletter? Or buying a product? With the Facebook Pixel you’re able to add a small piece of ‘conversion code’ to pages or events (i.e., buttons) you want to track.

Conversion Optimization

Before the pixel, the furthest funnel action an advertiser could optimize for was clicks. With the adoption of the Facebook Pixel, you can set up campaigns so that ads are served to those who are most likely to convert or take the desired action.

Custom Audiences

Facebook allows marketers to upload first-party data (emails, phone numbers, etc.) but for savvy marketers, utilizing the Facebook Pixel to create Website Custom Audiences is an absolute must. The Facebook Pixel allows you to automatically create custom audiences of users who have visited and/or taken specific actions on your website (i.e., filled out a sign-up form, visited a product page, etc.). These audiences can then be used to create highly segmented retargeting lists.

Lookalike Audiences

Once you have a custom audience built, you can then use that as a “seed” with the Facebook Ad system to find additional users who are similar to your users. Facebook uses machine learning to analyze thousands of characteristics of your custom audience and create a larger audience that shares many of those—which has been one of the most effective tactics we’ve seen for helping to scale campaigns.

Audience Insights

Even if you are not ready to start spending with Facebook ads, implementing the Pixel can still help you gain a better understanding of your website visitors. Facebook’s free tool can be used to help conduct valuable audience research that can be used for campaign targeting and business intelligence. 

If you’re still not convinced of the importance of the Facebook Pixel, check out some of these case studies from Facebook, or if you’re ready to get started with it yourself—reach out to us!

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Dustin Rubin

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