The Facebook Pixel: What It Is and How to Use It - Hootsuite ...

How much a conversion event is worth; Currency; Content type; Predicted long-term value. For example, you could use the Facebook tracking ... Skiptocontent Ifyou’reusingFacebookads,there’sonekeytoolyoushouldstartusingrightawaytogetthemostoutofyoursocialadbudget:theFacebookpixel. Oneofthegreatestbenefitsofsocialmediaadvertisingistheabilitytotest,track,refineandtargetyouradswithlaserprecision.TheFacebookpixelisadata-gatheringtoolthathelpsmakethemostofyouradsacrossFacebookandInstagram. IfyouuseFacebookorInstagramadsnow,orplantousethematanypointinthefuture,theFacebookpixelisamust-usetool.Readontolearnhowitworks,andthekeydetailsyouneedtoknowaboutupcomingchangesforiOS14. TableofContents WhatistheFacebookpixel? HowdoestheFacebookpixelwork? Facebookpixelsetup WhyshouldyouinstalltheFacebookpixel? EnhanceFacebookpixeldatawithConversionsAPI Bonus:DownloadafreeguidethatshowsyouhowtosavetimeandmoneyonyourFacebookads. Findouthowtoreachtherightcustomers,loweryourcost-per-click,andmore.   WhatistheFacebookpixel? TheFacebookpixelisapieceofcodethatyouplaceonyourwebsite.ItcollectsdatathathelpsyoutrackconversionsfromFacebookads,optimizeads,buildtargetedaudiencesforfutureadsandremarkettopeoplewhohavealreadytakensomekindofactiononyourwebsite. HowdoestheFacebookpixelwork? TheFacebookpixelworksbyplacingandtriggeringcookiestotrackusersastheyinteractwithyourbusinessbothonandoffofFacebookandInstagram. Forexample,IrecentlyspottedaverycutebathmatintheInstagramStoriesofinteriordesignYouTuberAlexandraGater.(Atthetime,Iwasthinkingaboutmydecoratingmyapartment,nottheFacebookpixel,soIdidn’tscreencap–you’lljusthavetotrustmeonthis.) Iswipeduptocheckoutthebathmat,andevenaddedittomyshoppingcart.ThenIgotdistractedbythinkingaboutbreakfastandputdownmyphone. ThenexttimeIopenedupInstagram,thisadpoppedupinStories: Source:BabaSoukonInstagram And,sureenough,thenexttimeIheadedtoFacebookonmylaptop… Source:BabaSoukonFacebook Thisiscalledretargeting.It’sahandywayformarketerstoremindshopperstocomebackandbuyallthoseitemstheyleaveinvariousshoppingcartsacrosstheweb. RemarketingisnottheonlyfunctionoftheFacebookpixel.It’salsoimportantfortracking,analytics,andoveralladoptimization. Thepixeltracksvariousactionspeopletakeonyourwebsite,likemakingapurchaseoraddingsomethingtotheirshoppingcart.Facebookcallstheseactions“events.” Facebookpixelstandardevents The17standardFacebookpixeleventsforwhichyoucansimplycopyandpasteFacebookeventcodeare: Purchase:Someonecompletesapurchaseonyourwebsite. Lead:Someonesignsupforatrialorotherwiseidentifiesthemselvesasaleadonyoursite. Completeregistration:Someonecompletesaregistrationformonyoursite,suchasasubscriptionform. Addpaymentinfo:Someoneenterstheirpaymentinformationinthepurchaseprocessonyourwebsite. Addtocart:Someoneaddsaproducttotheirshoppingcartonyoursite. Addtowishlist:Someoneaddsaproducttoawishlistonyoursite. Initiatecheckout:Someonestartsthecheckoutprocesstobuysomethingfromyoursite. Search:Someoneusesthesearchfunctiontolookforsomethingonyoursite. Viewcontent:Someonelandsonaspecificpageonyourwebsite. Contact:Someonecontactsyourbusiness. Customizeproduct:Someoneselectsaspecificversionofaproduct,suchaschoosingacertaincolor. Donate:Someonemakesadonationtoyourcause. Findlocation:Someonesearchesforyourbusiness’sphysicallocation. Schedule:Someonebooksanappointmentatyourbusiness. Starttrial:Someonesignsupforafreetrialofyourproduct. Submitapplication:Someoneappliesforyourproduct,service,orprogram,suchasacreditcard. Subscribe:Someonesubscribestoapaidproductorservice. Youcanalsoaddmoredetailstostandardeventsusingextrabitsofcodecalledparameters.Theseallowyoutocustomizethestandardeventsbasedonfactorslike: Howmuchaconversioneventisworth Currency Contenttype Predictedlong-termvalue Forexample,youcouldusetheFacebooktrackingpixeltorecordviewsofaspecificcategoryonyourwebsite,insteadoftrackingallviews.Perhapsyouwanttoseparatedogownersfromcatownersbasedonwhichsectionsofyourpetsupplywebsitetheyviewed. TheFacebookpixelandiOS14.5 Becauseofchangestothird-partytrackinginiOS14.5,someFacebookpixelfunctionalitywillbediabledforupdatedAppledevices.Beforeyoupanic,considerthatonly14.7%ofmobileFacebookusersaccessthesocialnetworkusingiOSdevices. Still,changestoaccommodatetheiOS14.5requirementswillimpactalladvertisers.Onemajorchangeisthatadvertiserscanonlysetupamaximumofeightstandardeventsandcustomconversions. AdvertiserswillcertainlyhavetochangethewaytheythinkabouttheFacebookpixelasthesechangestakeeffect.We’lladdressspecificlimitationsandchangesyouneedtoknowthroughoutthispost. Facebookpixelsetup Nowthatyouknowwhatyoucantrack,andwhyyouwouldwanttodoso,it’stimetocreateyourFacebookpixelandputittoworkonyourwebsite. Step1:CreateaFacebookpixel 1.FromyourFacebookEventsManager,clickConnecttoDataSourcesinthelefthandmenu,thenselectWeb.ClickGetStartedtocontinue. Source:FacebookEventsManager 2.SelectFacebookPixel,thenclickConnect. Source:FacebookEventsManager Nameyourpixel,enteryourwebsiteURL,andclickContinue. Source:FacebookEventsManager Whenchoosingthepixel’sname,keepinmindthatwithEventsManager,youonlygetonepixelforeachadaccount.Thenameshouldrepresentyourbusiness,ratherthanaspecificcampaign. Ifyouwanttousemorethanonepixelperadaccount,youcandosousingFacebookBusinessManager. Step2:AddtheFacebookpixelcodetoyourwebsite Toputthepixeltoworkgatheringinformationonyourwebsite,younowneedtoinstallsomeFacebookpixelcodeonyourwebpages. Thereareafewwaystodothisdependingonwhatwebsiteplatformyouuse. Source:FacebookEventsManager IfyouuseoneofFacebook’sintegrationpartners,likeWordPressorSquareSpace,chooseUseaPartnerIntegration.ThiswillwalkyouthroughaseriesofstepstoconnectyourFacebookpixelwithoutanycoding. Ifyouworkwithadeveloperorsomeoneelsewhocanhelpyouedityourwebsitecode,clickEmailInstructionstosendyourdevelopereverythingtheyneedtoinstallthepixel. Ifneitheroftheaboveoptionsapply,youneedtoinsertthepixelcodedirectlyintoyourwebpages.That’swhatwe’llwalkyouthroughinthissection. 1.ClickInstallcodemanually. 2.ClickthegreenCopyCodebutton. Bonus:DownloadafreeguidethatshowsyouhowtosavetimeandmoneyonyourFacebookads. Findouthowtoreachtherightcustomers,loweryourcost-per-click,andmore.   Getthefreeguiderightnow! Source:FacebookEventsManager 3.Pastethepixelcodeintotheheadercodeofyourwebsite,justabovethetag.Youneedtopasteitintoeverysinglepage,orintoyourheadertemplateifyou’reusingone.ClickContinue. 4.Choosewhethertouseautomaticadvancedmatching.ThisoptionmatcheshashedcustomerdatafromyourwebsitetoFacebookprofiles.Thisletsyoutrackconversionsmoreaccuratelyandcreatelargercustomaudiences.ThenclickContinue. Source:FacebookEventsManager Step3:SetupFacebookpixelevents 1.ClicktheOpenEventSetupToolbutton. Source:FacebookEventsManager ChooseyourFacebookpixelID,thenclickSettingsandscrolldowntoOpenEventSetupTool. Source:FacebookEventsManager 2.EnteryourURLandclickOpenWebsite. Source:FacebookEventsManager 3.Facebookwillprovidealistofsuggestedevents.ClickReviewnexttoeachevent,thenchoosetoConfirmorDismiss.ClickFinishSetuptocontinue. Ifyou’reinterruptedinyourpixelsetup,youcanalwayscomebacktothislaterbygoingtoEventsManager. Step4:ConfirmyourpixelisworkingwiththeFacebookpixelhelper BeforeyoustartrelyingonthedatafromyourFacebookpixel,youshouldconfirmthatit’strackingproperly. 1.AddtheFacebookPixelHelperextensiontoyourGoogleChromebrowser.(It’sonlyavailableforChrome,soifyouuseadifferentbrowser,you’llneedtoinstallChrometousethePixelHelper.) Source:ChromeWebStore 2.VisitthepagewhereyouhaveinstalledtheFacebookpixel.Apopupwillindicatehowmanypixelsitfindsonthepage.Thepopupwillalsotellyouifyourpixelisworkingproperly.Ifnot,itwillprovideerrorinformationsoyoucanmakecorrections. Source:FacebookPixelHelper Step5:AddaFacebookpixelnoticetoyourwebsite TocomplywithFacebook’sterms(and,insomecases,thelaw),youneedtomakesurevisitorstoyourwebsiteknowyou’recollectingtheirdata. Thatmeansyouneedtoprovideclearnoticethatyou’reusingtheFacebookpixelandthattheirinformationmaybecollectedthroughcookiesorothermethods.Youalsoneedtoletusersknowhowtheycanoptoutofhavingtheirdatacollected. Togetallthedetails,gototheFacebookBusinessToolsTermsandscrolldowntopoint3:SpecialProvisionsConcerningtheUseofCertainBusinessTools.Or,checkoutFacebook’sCookieConsentResource. WhyshouldyouinstalltheFacebookpixel? IncreasetheROIonyourFacebookadspend Facebookpixeldatahelpsensureyouradsareseenbythepeoplewhoaremostlikelytotakeyourdesiredaction.ThisallowsyoutoimproveyourFacebookadconversionrateandgetbetterROI. Evenifyou’renotusingFacebookorInstagramadsyet,youshouldinstalltheFacebookpixelnow.Itwillstartcollectingdatarightawaysothatyoudon’thavetostartfromscratchwhenyou’rereadytocreateyourfirstFacebookad. UseFacebookconversiontracking TheFacebookpixelallowsyoutoseehowpeopleinteractwithyourwebsiteafterviewingyourFacebookad. Youcaneventrackcustomersacrosstheirdevices.ThisiswhyIsawanadforthebathmatonmylaptop,eventhoughIaddedtoittheshoppingcartonmyphone. Thisletsyouseeifpeopletendtoseeyouradsonmobilebutswitchtoadesktopbeforebuying.Or,maybeit’stheotherwayaround.Thisinformationcanhelpyourefineyouradstrategyandcalculateyourreturnoninvestment. ThisFacebookpixelfunctionisimpactedbytheiOS14.5change,butFacebookwillensureadvertisersstillgetsomeconversiontrackingdatathroughitsAggregatedEventMeasurement. Toensureyoucontinuetogetthebestconversiontrackingdata,youneedtoverifyyourwebsitedomain.Youalsoneedtosticktoonedomainforconversiontracking,sinceiOS14.5won’tallowtrackingacrossmultipledomains. UseFacebookretargeting Facebookretargetingpixeldataanddynamicadsallowyoutoshowtargetedadstopeoplewhohavealreadyvisitedyoursite.Youcanchoosetogetreallygranularhere. Forexample,youcanshowpeopleanadfortheexactproductthattheyabandonedinashoppingcartoraddedtoawishlistonyourwebsite–ashappenedwiththebathmatIwasoglingearlier. RetargetingaudienceswillshrinkasmorepeopleupdatetoiOS14.5.Buttheywon’tdisappear.. Createlookalikeaudiences Facebookcanuseitstargetingdatatohelpyoubuildalookalikeaudienceofpeoplewhohavesimilarlikes,interestsanddemographicstopeoplewhoarealreadyinteractingwithyourwebsite.Thiscanhelpexpandyourpotentialcustomerbase. iOS14.5willaffecttheinputdataforlookalikeaudiences,becausethetrackedaudiencethelookalikeisbasedonwillshrink.However,becauseiOSusersareintheminority,thelookalikefunctionswillstillhaveplentyofinformationtoworkwith.Youwon’tlikelynoticeamajorchangetofunctionalityhere. OptimizeFacebookadsforvalue AsFacebookcollectsdataonwhobuysfromyoursiteandhowmuchtheyspend,itcanhelpoptimizeyouradaudiencebasedonvalue.Thatmeansitwillautomaticallyshowyouradstothepeoplewhoaremostlikelytomakehigh-valuepurchases EnhanceFacebookpixeldatawithConversionsAPI Tohelpcounterthedata-losseffectsofiOS14.5changes,FacebookintroducedConversionsAPI.Ratherthanrelyingoncookiesandwebandmobilebrowsersfordata,ConversionsAPIcollectesinformationdirectlyfromyourservers. BycombiningConversionsAPIwiththeFacebookpixel,you’llhaveaccesstomorereliabledata,evenasthepixellosesinformation. Ifyou’reusingoneofFacebook’sintegrationpartners,likeShopifyorWooCommerce,youcanturnConversionsAPIonwithoutwritinganycode. 1.FromEventsManager,clickDataSourcesintheleftcolumn,thenclickSettingsinthetopmenu. Source:FacebookEventsManager 2.ScrolldowntotheConversionsAPIsectionandclickChooseaPartner. Chooseyourpartnerandfollowthesteps.FacebookalsoprovidesdetailedinstructionsforsettinguptheFacebookpixelShopifyConversionsAPIintegration. Ifyoudon’tuseoneofFacebook’sintegrationpartners,you’llhavetocreatesomecode,andyou’lllikelyneedtoworkwithadeveloper.FollowFacebook’sdetailedstepsforimplementingConversionsAPImanually. ConversionsAPIcanhelpfillindatayourFacebookpixelismissing.Forexample,inlate2020,thebeddingcompanyLullfoundtheirpixelwasmissingabout8%ofpurchaseevents. OncetheyaddedConversionsAPI,theywereabletotracknearly100%ofpurchaseevents.Theyalsosawa12.9%reductionincostperactiononaone-dayclick,one-dayviewattributionwindow. ManageyourFacebookpresencealongsideyourothersocialmediachannelsusingHootsuite.Fromasingledashboard,youcanscheduleposts,sharevideo,engageyouraudience,andmeasuretheimpactofyourefforts.Tryitfreetoday. GetStarted EasilymanageyourFacebookpage(+othersocialmediaaccounts)andsavetimewithHootsuite.Schedule,engage,analyze,perform. TryitforFree RelatedArticles PotentialcustomersarealreadylookingforbusinesseslikeyoursonFacebook.AsmartFacebookmarketingstrategyistheonlywaytoconnectwiththem. InthisFacebookadsguide,we’llwalkyouthrougheverythingyouneedtoknow,fromplanningyourfirstadtodevelopingadvancedcampaignstrategies. It'snottoohardtocreatesuccessfulInstagramads,asusersarealreadyprimedtoshopontheplatform. Inthissocialmediaadvertisingguide,learnhowtousevarioustypesofsocialmediaadstoachieverealbusinessresultswhilemaximizingyourspend. ShowComments x Wellthisisawkward. WecouldhaveSWORNyouweresomeonewhowantedtoblowyourcompetitionoutofthewateronsocialmedia.Ourbad.We’lljustleavethis60-dayfreetrialhereforsomeoneelsethen… StartYourFree60-DayTrial Normally,thefreetrialwouldbefor30days Offerexpiresin04m 20s Norisk,allreward.Cancelanytimewithin60days TryitforFree TryitforFree ThankYou