What is Facebook Pixel?
Before the Facebook Pixel was rolled out, Facebook Ads provides two kinds of pixel for businesses. They are Website Conversion Pixel and Custom Audience Pixel. The Website Conversion Pixel tracks the actions of users when they left Facebook and browse certain websites, and business can both use the data collected by Website Conversion Pixel to evaluate the ROI of ads, and optimize the ads for a certain action in that Website to improve the conversion rate. The Custom Audience Pixel is used to collect the data of users who have been to the website and the data can be used to generate the audience for the business to target them at the next campaigns.
Now, Facebook combine these two tools to a single pixel called Facebook Pixel. With a single pixel, marketers can tracking conversions, optimize conversions, and generate custom audiences. Marketers do not need to insert 2 different pixels to evaluate the efficiency of ads and make customized audiences.
There is a comparison table provided by Facebook below:
|Audience retargeting||Lookalike audiences||Conversion tracking||Conversion optimization||Dynamic product ads||Custom conversions|
|Custom Audience pixel||v||v||x||x||v||x|
|Conversion tracking pixel*||x||v||v||v||x||x|
*The conversion tracking pixel will be removed in the second half of 2016.
How to utilize Facebook Pixel?
- Tracking Conversions: marketers can insert a ‘*Standard Event Code’ into the page, then the pixel will track conversions from mobile phone, tablet, and desktop. It helps marketers and businesses understand the real conversion rate of ads. Of course, marketers *can customize definitions of conversions too. There are 9 kinds of Standard Events provided by Facebook Ads, and they are:
- Key Page View
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Make Purchase
- Complete Registration
- Conversion Optimization: Facebook Pixel can be used to optimize conversions. When marketers set Offsite Conversion as optimization goal, the system will show the ads to audiences who bring high conversion rate in history, and this kind of process will reduce the waste of cost.
- Generate Custom Audience and Lookalike Audience: After inserting Facebook Pixel into pages, Facebook users, who are recorded by the pixel can be used us your resources to generate custom audience the next time. If the data of audiences is large enough, we suggest you to do Retargeting to these audiences. Those who had add the products to cart but did not purchase them will be more likely to be your customers. If you deliver the ads of products they are interested to them and give them some incentive such as coupon, they may buy the products eventually. This kind of strategy will increase your sales.
Additionally, marketers will be allowed to use the pixel with more than 100 conversion recorded to generate lookalike audiences. With the lookalike audiences, marketers can deliver ads to those who have same conditions with those had purchased goods. That is, with the lookalike audiences made by Facebook Pixel, customer development will be just a piece of cake!
After reading the introduction of Facebook Pixel, you may want to try this powerful tool. 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 contact with us!
*Standard Events: Standard Events defines the actions that users do on your pages. During the process of setting Facebook Pixel, it is necessary to insert a certain standard event code to your pages so that the tracking will be worked.
*Customized Definition of Conversions: Custom conversions were used when marketers want to record the actions that did not define by standard events. However, marketers can only set custom conversions up to 20. Also, please note that deletion of custom conversions and using custom conversion for delivering multi-product ads are not allowed. Please check out the details here:
If you want to know how to add the pixel codes, please check here: