How do you measure the effectiveness of your Facebook advertising? Do you count the number of completed sales that you receive or maybe the number of likes and comments that are posted on your Facebook page?
Facebook has invested a great deal in looking at how you, as an advertiser, can tailor your ads to achieve the greatest result for your small business. One of the most efficient ways of tracking how your ads perform is by using a tool like the Facebook tracking pixel.
It will give you data on how people interact with your website that helps you to understand how successful your advertising is. This is great for small business owners working on a limited budget. Without the need to have a marketing team, you can access essential information that helps you target your audience and get your brand in front of people who will purchase.
The Facebook Pixel can:
- Ensure that the right demographic sees your ads;
- Help you retarget those who visit your website;
- Give you access to advanced Facebook advertising resources.
How the Facebook pixel used to work?
The old version of the Facebook pixel involved a custom audience pixel that would help you target particular visitors, and also conversion pixels that would keep track of things like when a visitor interacted with your site such as a sale, free download etc.
And, whilst you could only have one custom audience pixel for every advertising account, you were able to have as many conversion pixels as you liked – one per website page that you wanted to track. The whole point is to understand the effectiveness of the ads you were running and to be able to tweak them effectively for greater ROI (return on investment).
How does Facebook pixel work today?
In 2015, the new Facebook Pixel was launched as the only pixel you need that covers retargeting, optimisation and tracking. This replaces other pixels. If you had been using the custom audience pixel it was automatically upgraded while conversion pixels were phased out at the end of 2016.
Let’s have a look at how the new Facebook pixel works. The basic explanation is that the pixel code is added to the header on any page of your website that you want to track. For example, a completion or thank-you page that displays after people make a purchase.
The Facebook pixel records when an action is taken by somebody on that page. You will be able to reach that person in the future again when you run more Facebook ads.
How you can benefit from using the Facebook pixel?
If you are not using anything to properly track the results of any advertising campaign that you run it is difficult to truly see whether you are on target and receiving value for your investment. It is also impossible to tweak an advertising campaign to increase the benefits if you are working blind.
This is where the Facebook Pixel can really help you build your business.
Reach your demographic
Who are the people that are going to either buy your product or service and preferably, recommend your brand within their networks? Locate new customers, track people that have already visited a specific page, or even chosen a preferred action on your website using Facebook pixel data.
Boost company sales
You can generate conversions or sales by using the data Facebook collects from the pixel. For example, Facebook is able to identify those people more likely to add to a cart or finalise a checkout. This is a great way for you to retarget them to help them finish their sale or tempt their interest in your product or service.
Calculate ad results
Your Facebook pixel page displays information about conversions, sales and more. With this data, you can get a good understanding of the success of your advertising by seeing the actions that people have taken. Find out what other data can be accessed on this page.
How to create Facebook Pixel ID?
To start setting up your Facebook pixel visit this link, it will take you to a pixel manager unique to you. Make sure that you are already signed in to Facebook.
Choose the create your pixel option and you will be prompted to give it a name, this is later referred to as your Facebook pixel ID. If you’re looking at an already established account you can check the ID by looking in Ads Manager in the right-hand side tab.
Adding code to your website
For WordPress websites:
It is easy to add a tracking pixel to your WordPress site. Simply copy the code that you are given after creating your pixel and add it to the header of each page on your website that you would like to track. You can also choose to use a plugin to help you with this. Be careful when installing plugins as some may conflict with others existing on your site. Before adding a plugin, make sure you backup your website first.
For non-WordPress websites:
Adding the code to your website may be difficult. If there is no plugin option or a support person to speak to, contact us or a local developer.
A great resource to help you setup your Facebook pixel is the Facebook pixel implementation guide. This steps you through the process and gives you helpful advice for the easiest implementation. If all of this sounds a bit complex and you are not one to adjust websites, talk to us at LYF Solutions about how we can help you grow your business.
Read more: Are Facebook likes still worth it?