Note: This article was updated on July 23, 2020 to reflect more up-to-date information.
This article was updated in July of 2020. Since the original publish date in 2017, there have been enhancements to Facebook’s pixel that we wanted to reflect within this article.
Facebook’s tracking pixel allows marketers and advertisers to make better decisions to improve their ad performance. It’s easy to set-up and understand, so let’s dive into the power of Facebook’s tracking pixel.
What differentiates the contenders versus the pretenders when it comes to social media advertising is how well they utilize Facebook’s tracking pixel. According to Facebook, the pixel makes conversion tracking, optimization and remarketing easier than ever. Each of these events can reach a different audience to tailor advertisements based on how deep someone is into the funnel.
Keep in mind, Facebook owns Instagram so Facebook’s tracking pixel can be utilized across both Facebook and Instagram. Whether you have an eCommerce company a B2B or a B2C business, Facebook’s pixel will help improve your social media marketing.
Related Article: Facebook and Instagram Video Advertising Tips for Small Businesses
If you’re an eCommerce store owner, your business can create and serve different advertisements towards visitors who added items to their cart versus just visiting a product page. You can have different messaging based on these events. If you want to run a promotion to someone who visited your product pages but exclude people who already made a purchase, you can do this with Facebook’s tracking pixel.
My sister and I own an e-commerce skincare and beauty site, DermWarehouse. We have different events set-up for various action items that will happen on our site (see bullets below). We deliver unique ads based on the shopper’s activity on the DermWarehouse website. If someone recently placed an order, the last thing they want to see is an ad for the item they have just purchased with a discount code they didn’t utilize at checkout.
We also point out below the total events associated with our Facebook’s tracking pixel. You will notice the drastic difference between page views (217k) vs. people who added an item to their cart (8k). The messaging should be different for people who added an item to their cart versus a page view as there’s more intent for them to purchase.
Related Article: How to Increase Your eCommerce Sales
DIFFERENT EVENTS ON DERMWAREHOUSE
- Page View
- General Event
- View Content
- Add to Cart
- Initiate Checkout
This is an example of Facebook’s standard event pixel for DermWarehouse.
Keep in mind that you’ll leverage some events more than others depending on your business type. For The Media Captain, which is a B2B business, we don’t sell a product, so purchases are irrelevant to our firm. We leverage page views the most, which allows us to serve ad creative unique to the service page someone visits. If someone is looking at our web design page, the creative will be different than if they were looking at SEO. Be sure to identify the important goals for your site as this will help your business best leverage Facebook’s pixel.
AD EXAMPLE LEVERAGING PIXEL & STANDARD EVENT
Below is an example of an advertisement that’s running if someone hits a product page on our site but hasn’t purchased.
You can see we entice the visitor with a 20% off promo code.
The beauty of Facebook’s pixel is that we can exclude certain people. If someone didn’t purchase, we wouldn’t want to spend money serving them the same advertisement for a product they recently bought.
In June 2020, we achieved the following metrics through a dynamic Facebook advertising campaign referenced above:
- Ad Spend: $600.27
- Purchases: 119
- Cost Per Purchase: $5.04
- eCommerce Conversion Value: $13,761.56
In looking at the data above, it’s easy to see how powerful the Facebook pixel can be. We drive thousands of visitors to the DermWarehouse site per day. It’s nice being able to leverage Facebook’s pixel and standard events to convert past visitors into paying customers at a low cost per purchase.
It’s not complicated to set-up Facebook’s tracking pixel. Continue reading to find out how easy it is to install the pixel.
MORE RESOURCES ON FACEBOOK’S PIXEL
There are plenty of other ways to leverage Facebook’s pixel that we. Below are several great resources:
- Boost Your Marketing Efforts with Facebook’s Pixel [Social Media Today]
- How to Use the Facebook Pixel to Track Conversions [WordStream]
- Leverage Data & Improve Sales with Facebook’s Pixel [Deftly]
- How to Create Better Facebook Ads for More Conversions [Shopify]
HOW TO PLACE FACEBOOK’S PIXEL ON YOUR SITE
Facebook makes it easy for non-developers on the following platforms below to install the pixel by leveraging Facebook’s integration. We linked to a top resource for each platform on how to install Facebook’s pixel. Installing the pixel will be different on Magento versus WordPress, for example, which is why we provided these helpful links.
UTILIZING GOOGLE TAG MANAGER
If you already have Google Tag Manager installed on your site, this is a quick and simple way to place the pixel on your site. Once you’ve created the pixel, you’ll click the “Set up Pixel” button and “Manually add pixel code to website.” Next, you’ll hover over the “Install base code on website’ box and copy this code to your clipboard the click Continue.
Every Facebook Pixel is automatically coded with the Page View event to track anyone who’s visited your site. This is a good start for tracking website traffic and setting up retargeting, so we’ll take this snippet over to Google Tag Manager. Once in your container, click on “Add a new tag.” Under Tag Configuration, you’ll choose Custom HTML from the menu and paste the copied code from Facebook. For simplicity’s sake, we’ll call this one Facebook Pixel. Next, you’ll want the event to trigger when someone visits any page on your site by choosing “All Pages.” Click Save, Submit then publish to add complete adding the pixel to your site!
If you still need development help to further customize your Facebook pixel tracking process, fortunately, The Media Captain has some great developers that can help you out.
We hope that you better understand the power of Facebook’s tracking pixel, how to leverage the pixel along with standard events and the simplicity of installing it onto your site.