Get The Most Of Your Facebook Pixel

When it comes to digital marketing, Facebook is a superstar platform in terms of targeting capabilities. You can target audiences based on job titles, company affiliations, personal interests, significant life events, and relationship status. This is just the beginning of the endless targeting possibilities that Facebook’s advertising platform offers. In order to leverage the full power of Facebook’s advertising system, you need to install the Facebook Pixel. The Pixel is a small snippet of Javascript code you place on your website in order to build custom audiences and track conversion events. To maximize the effectiveness of your Facebook Pixel implementation, continue reading for essential setup and optimization steps.

Install the Facebook Pixel

Install the Facebook Pixel with a little piece of Javascript code and unlock Facebook’s advertising super powers! The Pixel will enable you to create extremely targeted ads and measure specific conversions that are important to your business goals. In order to install the Facebook Pixel, you can either implement it through a tag management system like Google Tag Manager or you can hire a developer to manually insert the Pixel code into your website’s HTML. To verify that your Pixel was installed correctly, you can download the Facebook Pixel Helper Chrome Extension, which will check that your Pixel is functioning properly and confirm you are ready to create some killer Facebook ads.

Create Facebook Custom Audiences

Once the Facebook Pixel is installed on your website, you gain the ability to create Custom Audiences. This powerful feature allows you to build segmented lists of past website visitors, visitors who have only visited certain pages on your site, users who have completed specific events, and many more targeting options! The primary benefit of creating these audience lists is that you can remarket to these users on Facebook with highly targeted ad content. These users are particularly valuable as they have already demonstrated interest in your product/service by previously visiting your website, placing them further down the marketing funnel. This prior engagement makes it easier to convert them into qualified leads for your business.

Setup Standard Events in Facebook

Standard Events represent another powerful capability the Pixel contains. By setting up standard events, you are explicitly telling Facebook which actions on your website are important conversion points for your business. These could include form submissions, PDF downloads, or e-commerce purchases. By implementing Facebook Standard Events, you can attribute actual conversions to your specific ads instead of merely tracking how many clicks you generate to your website. This conversion tracking is crucial when calculating Return on Ad Spend (ROAS) and evaluating the true performance of your Facebook advertising campaigns.

Let Facebook Do The Work

In addition to allowing you to attribute your desired conversions to your Facebook ads by setting up standard events with your Pixel, you also enable Facebook’s machine learning algorithms to optimize for the specific conversion goals you define. Facebook can optimize your campaign delivery toward leads, add-to-cart actions, or completed purchases. Facebook’s optimization system works by analyzing patterns among users who have already converted and finding similar prospects within your target audience. This intelligent targeting significantly increases the likelihood of users actually converting on your site.
Once everything is properly set up, your Facebook campaigns are ready to deliver results! If you’re still experiencing implementation challenges and need additional assistance, give us a call. We are more than willing to help you maximize your Facebook advertising performance!