If you’re just in the beginning stages of running Facebook ads, you may have come across the term called Pixels.
What are they?
If you’re like me when I started out, I was confused with this term because I always thought of a pixel as a square which makes up display screens like the device you’re reading this on.
Facebook defines the Pixel as follows:
“The Facebook Pixel allows you to place a single pixel across your entire website to report conversions, build audiences and get rich insights about how people use your website.”
To illustrate, think of a pixel as a sort of tracking device for the people entering your website. This tracking device tells you where these people are going and what actions they are taking on your site.
So why is this important?
For one thing, you’re able to see how people interact with your site.
You’ll see which pages of your website are the most popular. You can also see at what point on your site people starts to drop off.
For example, if you’re selling products online, you’ll see how many people look at your product, add them to the cart, goes to check out and finishes the order.
Having pixels in place can show you how each of these stages in the buying cycle is working.
Knowing this information is very powerful because it tells you where you can improve!
Without pixels, you can assume a number of different things when your online store does not have any purchase. But Facebook Pixels can show you, for example, that a lot of people are checking out, but not proceeding to purchase. This means that the problem is not with your product but with your checkout process.
Second, Facebook Pixels allow you to talk to your customers depending on how familiar they are with you and your website.
Most probably, you would talk to someone you’ve met for the first time differently from someone you’ve known for 3 months already.
In the same way, you can differentiate the ad messaging you have depending on how engaged people are with your website.
In addition, you can also talk to your customers differently depending on what information or content they consume on your website.
Take for example you have a consultancy business on personal finance. 2 main topics you discuss on your website include savings and investments. Facebook Pixels allow you to show different ads and offers depending on which among your topics your customers are interested in. You can advertise a savings checklist to the customers who have engaged with your savings-related customers. Then you can advertise an investment video class to the people interested in investments.
Thirdly, Since you are able to track at which point a customer drops off, Facebook Pixels allow you to follow up with your customers to assist them in taking the next step.
Have you heard of the term cart abandonment? This is an e-commerce term that refers to the people who selects products from your website, checks out but does not proceed with the purchase. This happens more often than we think.
There could be many factors as to why these customers abandoned their shopping carts. They could have been pre-occupied at the time or they did not have their credit card with them at the moment so they choose to just continue later.
Unfortunately, because of a lot of things grabbing our customer’s attention, we risk losing them if they happen to forget about making the purchase.
This is where the Facebook Pixels can help us. They allow us to follow up with people and remind them of the next step they need to take.
In the example of the abandoned checkouts, the next step is to proceed with the purchase.
This process of advertising to customers depending on how they interact with our website is called retargeting or remarketing and we’ll discuss a whole lot more on that in different articles.
For now, let’s discuss how to set up the Facebook Pixel on your website
Setting Up The Facebook Pixel
Setting up the Facebook Pixel is quite simple and can be done in 3 very easy steps.
Step 1: Create the pixel
Each ad account only is assigned just one unique pixel. Let’s create yours.
In Ads Manager, go to the Pixels page which can be found under the Assets column.
On that page, there will be a button which will ask you to create your Pixel. Click on that, read through the Terms and Conditions and accept.
Step 2: Copy the code
After the pixel has been created, you should see a pop-up containing the code.
If you have created the pixel code previously, just select ‘Set Up Pixel’ on the Pixel page and copy the code from the pop-up that will appear.
Step 3: Paste the code
Paste this code between the <head></head> tags of your website code. Take note though that this could be done in many different ways depending on your host. For example:
- On WordPress, you can access the templates of our theme
- On Shopify, you simply just have to input the Pixel ID, not the whole code.
- Note: Be sure to put it between the <head></head> tags of the page templates or else you may have to paste the code on each individual page.
If you are working on a developer, you can simply just send him/her the code and ask them to paste it for you.
How Do I Know It’s Working?
The best and most immediate way to check if your Pixels are working is through Facebook Pixel Helper. Facebook Pixel Helper is a Google Chrome extension which can check if a pixel is on a page and if it’s firing correctly.
Once you are able to install the extension, give it a few hours (depending on the usual amount of visitors your website receives on a daily basis). Then go to your Pixels page from Ads Manager.
For now, take a look at the ‘URL’ tab.
If you see your URLs located on that tab then most likely, your pixels are working fine. What you’re looking at now are the pages which have received visitors since you’ve installed the pixel.
We’ve only just begun!
In other posts, we will discuss with you the next steps on how you can use the Facebook Pixel to make your business more successful.
These topics include:
- Event Tracking – What are your customers doing on your site?
- Website Custom Audiences – Group your customers depending on how they interact with you
- Retargeting – Reach out again to the visitors who already know you.
- Custom Conversions – Track specific actions which happen on your website
Until then, familiarize yourself with the basics of the Facebook Pixel. If you have any questions, feel free to get in touch with me.