Prior to 2016, Facebook had multiple pixels. One of these pixels was for creating a retargeting audience (Custom Audience) and for every conversion you needed one pixel. Then Facebook started changing its server architecture and now it has one-pixel base code which tracks conversions and creates Custom Audiences for your campaigns. Facebook changed the Pixel architecture to improve the load speed of website pages, to avoid conflicting response from its ad servers, and to make it easy for eCommerce companies to create dynamic retargeting ads with thousands and thousands of products.
The new Facebook pixel loads 3X faster than the older ones, it is unified for conversions and audiences, and you can track the Facebook Events. An event is any action on your website that can be tracked, such as when someone clicks a button or visits a page. With Facebook pixel, you can identify the events that matter to you, and those that reflect a visitor’s action. Following 9 events can be used for tracking conversions:
When the pixel is on your website, Facebook knows when someon9e visits. They know what page they visited and when. This helps you create some amazing audience set for your website or eCommerce store. Here are some of the examples for you to think what kind of audience you can create:
I always create different Custom Audiences for the Leads vs. Non-Leads. Excluding Leads and customers makes sense. Your message to prospective buyers can be significantly different from your message to people who have already bought from you. I target people who have visited at least twice or are in the top 25% of most active visitors when promoting a product or a service.
For your success, the Custom Audience can be different from mine. However, the key to any success with Facebook Marketing is, to continuously update, research, and use the custom audiences.
The Facebook pixel has an advanced matching feature that enables you to send your data that you receive through login or through filling of a form, with Facebook users. With this additional data, you can report and optimize your ads for more conversions and build a larger re-marketing audiences. You can pass the customer identifiers such as email, phone number, first name, last name, and gender that you collect from your website during the check-out, account sign-in or registration process as parameters in the pixel.
Currency and value form a part of the Custom Conversions on Facebook. You can create custom conversions by adding these parameters within the event code of the events such as purchase, checkout initiated, leads, and even the Add to Cart. It is important to understand the “why” of using Currency and Value. Say if you want to design campaigns that will specifically retarget users who bought products above or below a $ figure, use these parameters. If you are selling in multiple countries and want to target your ads to people buying in a currency, here too you could use these event parameters.
Hope this guide gives you some good understanding of the basics of the Pixels. Smart marketers delve deep into the functionality and test their ad sets, campaigns, audiences, and conversion data to see what works and what doesn’t. What works for you? Tell us. And as always, if you have any questions, please do not hesitate in asking us.
Since founding Cibirix, Ashish has leveraged his marketing degree to lead the agency in crafting meaningful digital marketing experiences for clients. His results-driven approach is a unique mix of analytical thinking, crisp visual aesthetics and a desire to simplify frontends while developing robust architecture. With a passion for design, technology, & marketing, He leads each aspect of the agency’s business and oversees its talented team of digital professionals.