The Facebook Pixel: what it is and how to use it

The Facebook Pixel provides important information that you can use to create better Facebook ads and target them more effectively. Tracking information from the Facebook Pixel helps you ensure that your ads are seen by the people who are most likely to perform the actions that matter most to you on your website. This will help you improve your Facebook Ads conversion rate and get a better return on investment.

If you still do not use Facebook Ads, it is recommended that you install the Facebook Pixel from now on. This way, the code will start collecting information and you won't have to start from scratch when you decide to create your first Facebook ad.

How can you use the Facebook Pixel? Here are just a few of the ways the pixel can help you improve your Facebook marketing results:

Allows you to track conversions

The Facebook Pixel allows you to monitor the way people interact with your website after seeing your ad on Facebook. You can even follow up with clients through the different devices they use. For example, this allows you to find out if people tend to see your ads on mobile devices but switch to a computer before making a purchase, or is this process the other way around? This information allows you refine your advertising strategy and calculate your return on investment.

Re-promote to a specific audience

Pixel data tracking, in conjunction with dynamic ads, allows you to show your ads to people who have already visited your website. You can be very detailed in this part, for example by showing people an ad for the exact product that they left in their shopping cart or added to a wish list on your website.

Create lookalike audiences

Facebook may use the tracking data it has collected to help you build a lookalike audience with people who share likes, interests, and demographics based on the audience that is already interacting with your website. This will allow you to expand your potential customer base.

Optimize Facebook Ads for conversions

You can use the tracking information from the Facebook Pixel to optimize your Facebook Ads for specific conversion events on your website. If you don't have the pixel, the only conversion you can optimize for is link clicks. If you already have the pixel, you can optimize conversions that go hand in hand with your business goals, such as purchases and registrations.

Optimize Facebook Ads for more value

The data that Facebook collects about who buys on your site and how much they spend can help you optimize your audience based on value. This means that Facebook will automatically show your ads to the people who are most likely to make higher-value purchases.

Access more tools and metrics for Facebook Ads

Do you want to use web conversion campaigns, custom audiences for your website or dynamic ads? You can use these tools only when you have installed the Facebook Pixel. Also, you need the pixel to track certain metrics, such as cost per lead or cost per conversion.

Reference: Facebook Pixel: What It Is And How To Use It - The Complete Guide (hootsuite.com)