So what is Facebook Pixel?
A Facebook Pixel is a code you place on a website to help you improve your ad campaigns.
It has 3 main functions which I will break down here in this post but for your reference, those 3 are:
You can’t improve what you can’t measure.
That’s why Facebook created the pixel.
The pixel allows us to track how effective our ad campaigns are.
Let’s keep things simple and say that we have a page where we are selling a bag.
When people decide to buy, they are brought to a page where they fill in their info and payment details.
WHen they do buy, they are brought to the thank you page.
So that’s 3 pages.
We know that when people reach the thank you page, they have bought. This is how we track the effectivity of the ad campaigns.
With the help of the pixel, it reports back to ads manager how many people buy and we are able to track which ad, which audience and which campaign they came from.
We are also able to see their demographic data including how the different age ranges convert, whether your customers are mainly male or female, where on earth or in your country they are coming from and where they are seeing the ad (Facebook News Feed, Instagram, Messenger, etc), among many other data.
It allows you to clearly see what’s working and what’s not so you can do more of what’s working well.
So now, imagine Facebook starting to see all the people that come into the thank you page, aka your buyers.
As your buyers populate, Facebook starts to see common denominators and similarities between your them.
As a result of that, it starts to have a clearer picture on the type of people who are likely to be your customer so that it can show your ads to people who are more like your converted audience.
This is when we say that Facebook is “learning” about your audience because it will always look to help you find the best results and with the help of the pixel, this becomes very possible.
I write a lot about remarketing and it’s basically the process of following up with people who have engaged with us before.
Now look back on our example.
Let’s say someone went to the page, wanted to buy but did not end up buying.
This doesn’t necessarily mean that they are not interested.
Maybe they just weren’t ready at the time.
But if we do not follow up, we’re really not getting the sale because we can’t just rely on them remembering us.
But the pixel allows us to create custom audiences we can remarket to.
In this case, I can create an audience of people who checked out but did not proceed to purchase and remind them to do so.
You can’t do that with traditional advertising.
Hopefully you have a clearer picture of what the pixel is and how it helps if you did not earlier 🙂
Have an awesome day.