How To Use The New Facebook PixelMay 19, 2016
Reading time: approx 5 minutes!
The Facebook pixel has become the go-to performance tracking tool for marketing campaigns using the world’s largest social hub. With the release of its latest version, marketers can leverage added features that include improved audience/conversion tracking and analysis capabilities.
Routine tasks can also be done in a more streamlined way, thanks to the simplification of a few key functions, such as the creation and placement of the actual pixel on your website. Tracking visitors as they arrive to your website from any device is now much easier, detailed and robust. So, without further ado, I’ll briefly touch on a few key improvements in the Facebook pixel and take a quick look at the new version in action.
One pixel to rule them all
The new pixel might seem overwhelming at first glance, but you’ll soon appreciate what the new changes mean for your conversion/audience tracking and analysis capabilities. In fact, one of the main ideas behind the latest pixel release is to simplify how you configure and track your audience’s path to becoming customers. In the prior release, two pixels were required: one for the website custom audience and another for tracking conversions. With the new version, one pixel is created for both elements and deployed to all pages within your website.
Here’s a quick look at some new features and a comparison between the two versions:
Multiple event tracking that includes standard and custom events
Pixel loads three times faster, which is great for complex sites and SEO ranking
Pixels are shareable, making collaboration with marketing agencies or businesses easier
Added customisation capability for deeper campaign performance analysis
Deploying Custom Audiences with the new pixel
Once the new pixel is created and added to your website, (pixels should reside between the header tags of each web page) it’s time to configure your Custom Audiences. The pixel tool allows you to group visitors to your site according to the actions they take on your website. For example, if someone clicks away from your landing page without filling out the form, you can group this user in your retargeting segment to engage him/her at an earlier stage of the sales funnel.
You can also identify how leads navigate your site over a period to understand their browsing patterns before converting or disengaging from your website. Let’s say you want to know who last visited your site more than 30 days ago, the “People Who Haven’t Visited in a Certain Amount of Time” parameter will reveal individuals who have disengaged from your site. Once you’ve identified those users, you can then create specific ads that re-engage them to renew their interest in your company/products/services. You can learn more about creating different customer audiences here.
Custom Conversions and Standard Events
Standard Events are small snippets of code that you can add to the Facebook pixel to track certain significant actions on your websites. Examples of a Significant Event would be if a user added a certain product to his/her cart, or when a search for a specific product occurs. There are nine predefined Standard Events that can be added to the pixel which are complemented by Custom Conversions.
According to Jon Loomer, Custom Conversions are far simpler to implement because manual copy/pasting of unique codes is no longer necessary; your code will already reside on your site and all you need to do is tell Facebook what a conversion is and create it. Armed with the flexibility to track a vast set of actions on your site, tweaking it for better responsiveness to users’ browsing habits becomes much easier. It also allows you to see which pages have the highest/lowest conversion rates, so you can work on the ones who need attention.
Pixel in action: tracking and analysing conversions
So let’s say you have numerous conversions you want to track. You can use Standard Events or Custom Conversions to configure and measure those conversions. After selecting the events you want to track, you can easily see conversions in the Ads Manager dashboard by navigating to tools>pixels
In the above screengrab, you can see that we are tracking three conversion events: “PageView”, “Lead” and “CompleteRegistration”. In the ad set level, you can choose which event you want Facebook to optimise ads for (in a website conversions objective campaign). So, if you want to optimise your campaign based on a conversion in a more advanced stage of the buying funnel, you can easily do that with the new pixel.
Designed for faster results
The pixel is a far more advanced optimization tool than its predecessor, redefining marketers’ ability to control their PPC marketing efforts. Adjusting ad campaigns on the fly, remarketing to engage your audience more meaningfully and optimising your website to fill more carts more frequently has just become easier. If you’d like know more about the power behind the new Facebook pixel, or how you can build digital campaigns that yield higher returns, book a free consultation with one of our marketing experts today.