When it comes to the topic of Facebook pixels and code and all that digital lango that we just blink at we hire the experts. More specifically Jarrah Brailey from Socials By Jarrah.
Jarrah seriously knows her stuff and we’re constantly seeking her advice (yes we are paying customers) on this type of thing. There are some things you can learn, then there are other things that you just say ‘here take my money and do your thing’, this to us is one of those things. So, we knew we needed to get her in to talk one of the hot topics we’re always asked (and to be honest we know sweet FA about the ins and outs).
Take it away Jarrah!
Hidden away behind websites across the internet, the Facebook Pixel watches and keeps track of what we do online. Whether you’re reading up on the latest Kardashian scandal, browsing for a new pair of shoes, or adding items to your online shopping cart… the Facebook pixel is keeping track.
From a personal perspective? Creepy AF. But from a marketing perspective? Absolute GOLD.
But… WTF is a FB pixel anyway? Well, in short, the Facebook Pixel is an analytics tool consisting of a code that you can put on your website. Once it’s on your website, it begins to track and collect data on your website visitors, i.e. what products & pages they’re looking at, what they’re adding to their cart, what they’re purchasing… and basically any other valuable action they take on your website.
This is what the Facebook Pixel looks like:
Please don’t lose me here! You do NOT need to be a developer, a technology-wiz or a code reader to use or manage your Facebook pixel. Trust me, if I can put it on my own website, anyone can.
The Facebook pixel’s 3 functions
1. It Tracks Conversions
Tracking conversions is absolutely crucial when it comes to analysing the effectiveness of your conversion funnel and calculating your ROI. Without the Facebook Pixel, there’s no way for you to know whether your ads are actually achieving anything valuable.
2. It Optimises your Ads
This leads me to it’s second function. When tracking conversions, the Facebook pixel collects data that allows you to define your “custom audiences” (website visitors, email subscribers, people who viewed a specific website page, etc.). Once you have defined your custom audiences, you can use them to identify “lookalike audiences” (these are people with similar attributes to your custom audiences, meaning their more likely to convert) which basically means more sales and more return on ad spend.
3. It Enables you to Create Retargeting Ads
Retargeting is a form of marketing where you specifically target individuals that have already visited your website or interacted with your business. Have you ever browsed through an online store, checked out a certain product, abandoned it, checked social media and BAM… the exact same product is right there at the top of your newsfeed screaming “BUY ME”?
Yep. That’s the Facebook Pixel.
How the Facebook Pixel Works
Each ad account has one pixel only, and this is where I see most marketers get completely stuck. How can you target different people who perform different actions on your website when there is only one pixel?
Essentially, it’s because the pixel made up of two parts known as the “Base Code” and the “Standard Event Code”. (See Picture).
The Base Code is what identifies your ad account and is placed across your entire website (this part will never change).
The Standard Event Code is what allows you to track specific actions on your website. The idea here is that you get to choose the actions you want to track. Within your Facebook pixel code, above the </script> tag, paste the “standard event code” that’s relevant to the action you’d like to track, such as the Initiate Checkout code. To give you an idea of the types of events you can track (there’s 17 in total), I’ve listed some of the main ones below, along with their codes that you can directly paste into your pixel and begin tracking. If you’d like to see the full list, you can visit the Facebook Ad Help Centre.
Whether you intend to do Facebook Ads now or in the future, I can’t stress enough how crucial the Facebook pixel is when it comes to not only measuring and tracking the effectiveness of your campaigns, but actually maximising your conversion rate and return on ad spend. #godblessRetargeting.
If you haven’t already, do yourself a massive favour and spend the next 15 minutes activating your Facebook pixel. If you’re not sure how to do this (don’t worry… it’s really, really easy), Facebook has easy to follow instructions here.
Be sure to follow Jarrah on her socials, she is always talking golden gems that you can implement into your business and strategies.
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