Find the balance between Quality and Quantity!
Facebook Ads provides two kinds of pixels for businesses to tracking behaviors of users and optimize conversions to improve the performance of ads separately before. The good news is that Facebook now rolled out a unified pixel called Facebook Pixel which let business tracking conversions, optimizing conversions, and generate custom audiences with a single pixel. We suggest you to use Facebook Pixel right now because Facebook will remove the Conversion Pixel in the second half year of 2016. In this article, we will introduce the usage and best practices of it.
|Audience retargeting||Lookalike audiences||Conversion tracking||Conversion optimization||Dynamic product ads||Custom conversions|
|Old||Custom Audience pixel||v||v||x||x||v||x|
|Conversion tracking pixel*||x||v||v||v||x||x|
*Comparison of Old and New Pixels
- How to Use Facebook Pixel?
(1) Pixel Code
Facebook Pixel Code is constructed by Base Code and Standard Event Code. If marketers use old pixels, they have to put different codes in different pages. But if they use Facebook Pixel, they only need to put same base code into every page and put event code into the pages that actions are completed. If they do not like the events Facebook prepared for them, they can also create custom pixels by URL.
*How Base Code and Standard Event look like in one Facebook Pixel
Standard Event Code needs to be set by marketers.Facebook provides 9 standard events for them to utilize, and the lists of actions and event codes are provided below.
Then, how to insert Facebook Pixel into the website pages? Every page should have base code between and . And how about standard event code? Take tracking the users who had added items to cart as an example. Marketers have to copy down the base code and the correspondent event code, combing them like the picture shows below, and put them into the page, betweenagain, which action will sure to be completed.If marketers use adHub, they only have to click one button ——Copy, then the Facebook Pixel Code, which includes Base Code and Standard Event Code, will be copied. Just insert the things copied into the page, then the job is done. If marketers want to record more than one event in a page, just put other event codes after the first event code. The picture below shows how to add more than one event in code.
This is the user interface of adHub.
At the same time, marketers can set values for their conversion, such as the content id, number, and currency. System will calculate ROI for you if you set the parameters right. Please check details here.Then, if the standard events do not meet the need of businesses? It is okay. Marketers also can use URL of certain page to set ‘custom conversion.’ Same as standard events, marketers have to put base code between in the page, then copy the URL of that page to create a custom conversion just like the picture shows below.
After going to the next step, marketers can give a name, description, and value for the custom conversion.
During the moment they are creating ads, they can choose this pixel and optimize it. But what marketers have to understand is that there are only allowed to create 20 custom conversions, and marketers cannot delete them after creation. That is, marketers have to be prudent when using a custom conversion.
- Which page should the pixel code be inserted?
Marketers have to decide the target to track, then decide which event to use and which page to be inserted depends on the target. There are three cases suggest by Facebook:
- For Leads, Registrations, and Checkouts, place the conversion pixel on the “Thank You” Page.
- For Adds to Cart, place the conversion pixel on the “Cart” page before checkout.
- For Page Views, place the conversion pixel on key pages on your website.
That is, the pixel code should be inserted in the page that action is sure to be completed.
- What should marketers understand before optimizing conversion and using audiences tracked by pixel?
Most of the marketers know that if they want to use the data collected by pixels to conduct optimization or target audience, they need to wait for some days, a month will be the best, for pixel to accumulate enough audience data. But when marketers choose to optimize conversion during ads creation, they tend to choose to optimize the pixel of complete registration or checkout to reach higher conversion rate, and forget a fact: people who complete these actions always relatively less.Through the settings, the performance of campaign may be good at first for the audience are those who are interested in products, the conversion rate may be high. However, after a while, you may find the performance is decreasing or the ads will be under-delivery. Why? The decreasing performance is for that the users who will buy the products have already bought them, and the reason that the ads may be under-delivery is that the audience size collected by pixel is too small. The system cannot find the optimal audience, so the impressions will not perform well.
In order to improve the performance of ads, we suggest you to reset the ads and optimize the pixels which may have more quantity of data to find leads. If you optimize ‘checkout’ before, we suggest you to choose ‘add to wishlist’ or ‘add to cart’ this time. This decision will enlarge the pool of audience, so the impressions of ads will be increase. The conversion rate of new ads may not as high as the former on created at first, but the conversions will grow totally, and the cost will decline.Apart from the strategy to revise ads we just showed above, we recommend marketers to use ‘Conversion Funnel’ to prioritize the pixels they are going to optimize. Before optimizing pixels, it is better to optimize impressions or Clicks to Website first. With these preparations, the audience data collected by pixels will be increased, and be more appropriate for marketers to reuse. The concept of this strategy is showed below.Growing conversion rate by optimizing pixels is a strength of Facebook Ads, but marketers should be careful when using this tool. Optimize a pixel precisely will improve conversion rate, but the risk is that the ads may be under-delivery. Oppositely, optimize a pixel with roughly helps driving impressions, but the performance may not be good as prediction. That is, the balance of the quality and quantity of audiences is a big issue to marketers. Anyway, the most important thing is that when finding the performance of ads is worse than predicted, a qualified marketer have to redirect the ads to right way, so that the performance of ads as a whole will be improved.After reading our introduction, we hope that you have known what Facebook Pixel looks like, how to insert pixel code into page, and the strategies to optimize conversions. We have many experienced marketers, they will use adHub, our user-friendly ad technology, to maximize the effectiveness of ads and helps clients reach their business goals. If you are interested in deliver digital ads, please get in touch with us!