You've set up your Facebook ad in Ads Manager. Now, you want Facebook to collect analytics that will help you in your advertising efforts.
If you're advertising on Facebook and not taking advantage of the Facebook Pixel, you're leaving a lot of money on the table.
Your targeting will be mediocre. Tracking your results is next to impossible. You will also not be able to optimize for ad delivery.
You lose all the above benefits and make things unnecessarily challenging for yourself without installing the Pixel and taking advantage of Facebook Analytics to its fullest potential.
It's like having a Ferrari and only knowing how to operate the radio. You fail to realize the maximum potential of your ad campaigns when you don't have the Pixel.
It's completely free, so why not get the most out of it as an advertiser?
In this article, we'll cover what retargeting is, what you need to know about the Facebook Pixel, how to install the Facebook Pixel on your site, what settings you'll need to get the most out of it, and how to market like a pro with it.
What is ReTargeting or ReMarketing?
Retargeting, aka remarketing, is a form of online advertising that helps you keep your company in front of bounced traffic or based on their previous Internet actions.
By including a pixel within your webpages (or email), the retargeting pixel tags your online users, which then sets a cookie in the user's browser.
Here Are Five Main Benefits to the Facebook Pixel
- Installing the Pixel helps you track your Facebook Ad goals' success, such as tracking of conversions. With the Pixel, Facebook will know when your definition of conversion happened so that your reports will display the information correctly.
- It helps you develop custom audiences based on the people who visit your site after seeing your Facebook ads.
- You can optimize for ad delivery within your campaign. Facebook collects a massive amount of data on its users. You want the right people to see your ads, and Facebook knows who in your target audience is most likely to perform the action you want. As a result, Facebook helps you save money by avoiding people who are less likely to take the action you specify.
- If that wasn't enough, you could build website custom audiences. You can efficiently "retarget" them at a lower cost on Facebook and its social properties if they didn't take action, you wanted them to the last time.
- You can create "look-alike" audiences in seconds using characteristics from your audience as an initial seed.
Anyone running Facebook Ads should install the Pixel to get the most out of their advertising.
The Pixel can only collect data when installed. Therefore, it is best to install it as soon as you can. Do note that website custom audience data remains valid for up to 180 days.
Why Would You Pay to Advertise to the Same Visitors Who You Advertised to Before?
According to a recent study by Monetate in 2020, only 2% of web traffic converts on the first visit for most websites.
Retargeting ads helps you reach the other 98% of visitors who didn't convert.
Facebook offers you the opportunity to use the Facebook Pixel to "retarget" or "remarket" to your website visitors.
Facebook knows what page they visited and when. There are so many ways you can use it.
- Retarget people who read blog posts on your website
- Retarget people who spend more time on your website for higher quality traffic
- Retarget people who scroll past a certain depth within your page, indicating a more qualified visitor
- Retarget people who complete a specific event accordingly. If promoting an ecommerce store, you could serve ads that upsell them.
Keeping track of your campaign success is vital, but creating more "look-alike" audiences from visitors to your site and retarget those who visited your website is incredibly valuable.
How to Install the Facebook Pixel Using Ads Manager
You can easily install the Pixel using Ads Manager.
Alternatively, you can use the Business Manager to create your Facebook Pixel. If you use Business Manager to create your Pixel, you'll be able to create up to 100 pixels. These additional Pixels aren't necessary unless you are a power user.
Here is the step-by-step guide to installing your Facebook Pixel.
Now, you will see various options to add your pixel code.
For many users, WordPress is a popular content management system and their preferred choice for setting up a website. We'll install using the WordPress option for this example. For your situation, it might be different. If you are unsure, check with your web developer or web designer.
Connect your WordPress Account to the Facebook Pixel.
Now, you need to verify that the pixel is installed correctly. Enter your website URL and click 'Send Test Traffic'
Give it a few minutes and if everything was done correctly, you should see a pixel verification success message.
How to Verify Facebook Pixel Is Installed on Your Website Correctly
Did you know that anyone can take your Pixel ID and put it on another website? Worse, someone else's Pixel ID is on your website!
You always want to double-check that you have your Pixel installed after going through the steps above. Do a check to make sure regularly, especially if more than one person has access to your website.
To check, you must use the Chrome browser.
Download the Facebook Pixel Helper extension on Chrome.
Click on the Pixel Helper icon in your browser that looks like this </>. Double-check that the Pixel ID is the same as your records.
How to Add Events to Your Facebook Pixel
After installing the Facebook Pixel, remember to add "events" for Facebook to know what you want to track.
You can add an extra snippet of code to the end of the Pixel when someone takes an action you want, such as filling up your contact form, opting-in to your lead form, adding an item to the cart, or initiating checkout.
Here are all the event options available:
- Add payment info
- Add to cart
- Add to wishlist
- Complete registration
- Customize product
- Find location
- Initiate checkout
- Start trial
- Submit application
- View content
Find the full list of options and the corresponding event code here.
Be sure to insert event codes for every page you want to track for a specific event. Therefore, you could insert different event codes for different pages of your site.
Here's How You Set Up Events Tracking
You start by entering your website URL.
The easiest way to install pixel events is by using the Event Set Up tool.
The point-and-click tool helps you set up the events you want for each page without having to code.
Once done, verify that your Events set up is completed and test it to make sure everything is correct.
When everything is done, you should see the events you set up under Tracking.
What is Advanced Matching?
Facebook collects user-submitted data from your website (emails, phone numbers) to create more accurate matches and larger custom audiences for retargeting. You get better conversion attribution and better remarketing possibilities with this setting enabled.
How to Turn On Advanced Matching
Make sure to turn on advanced matching for your Pixel. Many advertisers aren't using it because it's off by default.
Go to Settings. In the Details section, you'll see Automatic Advanced Matching. Toggle the switch to ON as shown, and you're all set!
Facebook Pixel Auditing: Why It Is Essential for the Health of Your Campaigns
Check to make sure no one else is using your Pixel!
Like I mentioned earlier, anyone can grab another website's Pixel ID and use it on their sites. We won't discuss why anyone would do such things, but it would undoubtedly create issues for you as an advertiser.
Because the Pixel collects data and sends it off to Facebook, the campaign uses cumulative data from all sites to arrive at a quality score.
If you've read this far, it's time you installed the Facebook Pixel. Start to create high-quality targeting using the power of Facebook's algorithms in your favor.
Follow the steps above and make sure you maximize all the benefits you can get from retargeting your visitors.
If you experience any challenges with your Facebook advertising, schedule a time with us to audit your Facebook ad campaigns.
About the Author: Anthony Yap is a customer acquisition expert who knows how to get the most out of every visitor, prospect, and customer. He helps you build marketing systems to realize the full potential of your business.