You’ve no doubt seen some new features being added when setting up Facebook Advertisements. They are here to help us and will help us to gain insight into our website audience. Ran under the Big Brother of Facebook there is a lot of data to be gathered!
The Facebook pixel allows you to place a single pixel across your entire website to report conversions, build audience information and get rich insights about how people use your website. You can then optimise future advertising with this information.
To make things simpler… The Facebook pixel can be used for three main functions:
- Building Custom Audiences from your website for re-marketing.
- Optimising ads for conversions.
- Tracking conversions and attributing them back to your ads.
Let’s get started!
- Pixel is created from Facebook ad manager
- 1 pixel per ad account
- You’ll get some code – This can then for example be installed onto a WordPress website using a Plugin (Web developer’s job)
- Can also be installed through Google’s Tag Manager
- Install (on your website) and verify your pixel
- Add your standard events
- Use optimisation and tracking with ads
Installing FB Pixel onto your Website
I use WordPress for Website design and then pop a theme over the top of that – FB pixel produces <Head> code which I could put in my current website theme’s Theme Options (Settings). It was a simple copy and paste job, but I know what was going where.
Other instances I have seen for integration for WordPress have been through putting ad ID number into a WP plugin – Again a copy and paste jobby.
Let me know if you are having problems with this as I may be able to help!
Event Examples, which can be added to the Facebook Pixel (see image). Custom conversions are also available.
Run a conversion campaign
Now that your pixel is installed across your website with the appropriate standard events, you’re ready to put it into action.
Besides building audiences, you’ll be able to optimise for and track those standard events you placed in the pixel code across your website.
Once the Facebook Pixel is in place; rich insights are accessed through your Facebook Ad Manager.
Creating Custom Audiences
Facebook pixel needs to be active. You can customise the Custom Audience as follows:
- Facebook pixel > Custom Audiences > Facebook Re-marketing
- When you create an ad, you can choose to target it to people in any Custom Audiences (Re-marketing) you’ve created.
- Create ad and select who to include / exclude
Real time results – Reading FB Pixel Analytics (Rich insights)
As a real life example I installed a FB pixel onto the Let Me Organise You website. Giving similar stats as Google Analytics I can see that this will be a powerful tool and of course be used for it’s main purpose, to set up custom remarket-able audiences based on traffic to said website.
The most data we can get is from the last 14 days – So you can wait for 2 x weeks to see what kind of traffic you are getting before you start re-marketing. Plan other actions and content around this.
The default view is Events – We can also look at URLs (Website content; pages, blog posts etc), referral Domains and Devices. Screens below.
Pages on the site visited is probably the most exciting one for me – So I could now set up a FB advert based upon traffic to my home page and advertise to just those 49 people. As you can tell, this is a very specific advert. You’d also need to reply on those 49 people having an active Facebook account!
OK, so what do I need to do?
Decide if you would like to use this type of opportunity.
Check FB Ad Manager is working if you would like to proceed >>
- FB hosting account > FB Business Page (Admin) > Payment method added to hosting account.