In order to truly optimize your Facebook ads, it’s vital to take advantage of their Pixel, which will allow you to retain important data that can improve the performance of your campaigns.
So what is the Facebook Pixel?
In short, it’s code which is placed on your website to give Facebook insights into the activity taking place on the site.
It’s similar to Google Analytics, but it also allows you to retarget Facebook users who have accessed your site and serve ads to them.
With the Facebook Pixel, you can track how many users have accessed your site or made a conversion from your ads and Facebook marketing efforts.
This data is extremely helpful for gauging the success of your campaigns.
Installing the Facebook Pixel may seem like a daunting task, but luckily Facebook has made it very simple to implement and provides a few different options for installation.
Use an integration or Tag Manager
This option is probably the easiest and most user-friendly. Facebook has created plugins for some of the more popular website platforms such as WordPress, Magento, Shopify, BigCommerce and Squarespace.
What this means is that Facebook and a variety web developers have created a packaged way for you to install the Pixel on your website without knowing how to code.
This is a great option for users who may not have access to a developer but would still like to install the Facebook Pixel so they can properly track their ad campaigns.
Installing the plugins is very easy and you can find plenty of videos on YouTube that can walk you through each website platform’s process.
With these integrations, you can still track key conversions or “events” on your site. This includes purchases, leads, registrations, checkout initiations and more.
Install the code manually
This option is for more tech-savvy marketers and companies that have access to a web developer.
This process would make sense if you have a custom-coded website or a site that has had a lot of customizations made to its framework.
It’s also a viable option for users who want more visibility on specific conversions on their website that are not included with the plugins available in the integrated option.
In order to install the Pixel manually, you have to copy the code that Facebook provides into the header of your website. Place the code at the bottom of the header section of your site just before the closing header tag.
Next, test to make sure the code is working. Facebook provides a button for this and it is crucial that after you install your Pixel you make sure it is working properly.
One of the advantages of installing the Pixel code manually is the amount of customization you can have with certain events.
The basic Pixel code will allow you to track page views, but you will have to install additional code to track specific events like purchases, registrations, and form submissions to name a few.
The importance of analytics
Whichever option you choose, it’s important that you take advantage of the Facebook Pixel and the insights that it can provide.
It will allow you to see just how effective your Facebook ads are and provide valuable data that will help you refine and perfect your paid social media campaigns.
We are certain that Facebook will continue to improve and innovate with their ads platform and look forward to the new technology they will be providing marketers and businesses.