Introduction to Facebook Pixel

Are you planning to run Facebook ads soon? Then, one thing you need to start getting your hands on is the Facebook Pixel to best utilise your ad budget.

What is Facebook Pixel?

Facebook Pixel is nothing but a piece of code that you need to place on your website. It helps you track your Facebook Ads results and optimize them based on the data the Pixel generates.

What can you do with Facebook Pixel?

There are more than one ways to use the data that gets collected from Facebook Pixel.

1. Tracking conversions

The basic use of Facebook Pixel is that it allows you to analyse the way people interact with your website once they have seen your Facebook ad.

Apart from this, you also get information about the devices that your customers are seeing your ad from. For example, if most of your audience sees your ad on a mobile device, you can design the ad accordingly. If maximum of them see your ad on a mobile but purchase happens only on desktops, you can again optimise your ad strategy based on this.

2. Remarketing

One of the most important features of Pixel tracking is that it lets you show the ads to people who have already visited your website in a specified time frame. Here, you can go as deep as required – for example, showing the ad to people who have seen a certain product on your website, or to people who have abandoned a shopping cart, etc.

3. Creating lookalike audience

With all the data available to Facebook, you can create a lookalike audience of the people who are already interacting with your website. People with similar interests, behaviour, likes, demographics, etc. are then known as ‘lookalike audience’ and Facebook can start targeting them as you run the ads.

How to use Facebook Pixel?

There are nine standard events predefined by Facebook. An “event” is nothing but an action someone takes on your website.
The nine standard pixel events are:

  • View content: When a visitor lands on any page of your website.
  • Search: When a visitor uses the search feature on your website.
  • Add to cart: When a visitor adds any product on your website to their shopping cart.
  • Add to wish list: When a visitor adds any product on your website to their wish list.
  • Initiate checkout: When a visitor initiates the checkout process on your website.
  • Add payment info: When a visitor enters payment information on your website.
  • Make purchase: When a visitor makes a purchase on your website.
  • Lead: When a visitor signs up for something on your website or the Facebook ad.
  • Complete registration: When a visitor completes a registration form on your website.

Custom conversions

Custom conversion events are used in case you seek to collect more data than the Facebook Pixel standard events provide.

So how is Facebook pixel set up for various events? We will come back with the information through a new blog post soon!

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