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Boost Your Sales With Facebook Pixel
I Its very important. Before we dive into the Facebook ad strategies to use for your ecommerce business, we’ll set up with the Facebook pixel. The pixel is a snippet of HTML code that we put in the back end of your site. Once installed, it collects data about your site visitors and their activity, which makes it easier for ours to run effective targeted Facebook ad strategies.
Here’s how it works: Once the code is installed, when a user clicks on one of your ads and visits your site, the pixel will track their behavior. You can see how much time they spend on your site, which links they click, which pages they visit, which products they purchase, and more.
Facebook Pixel can track events such as:
- Page views
- Add to cart
- Scroll depth
- Time on page
- and more
For example, if someone clicked on your ad and then purchased a product, you can see that activity. It will get smarter and make sure your ads are targeting people that are more likely to take certain actions.
The Facebook Pixel helps you optimize your ads and make sure they are shown to the right audience.You can also use the pixel to improve your Facebook retargeting and remarket to people who have visited a specific page or taken a desired action on your website.
In short, the Facebook Pixel helps you better understand the impact of your ads by understanding what people do after they see them. So you can reach people more likely to take meaningful action, like purchasing a product.
How to use the Facebook Pixel
The Facebook Pixel offers five core functions to help you get a better return on investment:
- Custom Audiences from your website
- Custom conversions
- Standard and custom events
- Dynamic ads
- Conversion optimization
1. Define custom audiences from your website
Custom Audiences from your website are how Facebook helps you retarget website traffic. If you have the Facebook Pixel installed, it will track the movements of any visitors on your website who are simultaneously logged into Facebook.
The pixel will track activities such as:
- What pages a user visits
- What page a user doesn’t visit
- When a user visited a page
- Scroll depth
- Time spent on page
Using this data, you can advertise to very targeted groups of people. You can also use this data to create lookalike audiences and reach customers likely to buy your products. It’s also helpful to exclude specific groups, so you don’t keep targeting users who may have converted or are not highly engaged.
To be clear, when advertising on Facebook, you can’t choose a specific website visitor and advertise to them. Instead, you can advertise to groups of users (Custom Audiences from your website) based on shared behavior. A few examples include:
- People who have visited your website in the past 24 hours
- People who have visited your website in the past 180 days but have not been back in 30 days
- People who have visited a specific landing page on your website
- People who have visited a specific page on your website but not another specific page
You can define Custom Audiences from your website based on which pages they did or did not visit and by when they visited your website. You can choose a timeframe between one and 180 days.
Audiences are created independently from ads. Once an audience is created you can choose when to advertise to it and which ads to use. Or you can let it percolate for future use.
2. Create custom conversions
One of the most exciting parts of the Facebook Pixel is the ability to create custom conversions similar to how you create Custom Audiences. A custom conversion is created by selecting a completion page and naming the conversion. Typically the completion page is some kind of thank-you page.
- Thank you for shopping. Your order is on the way.
- Thanks for signing up. You’ll receive your first email from us shortly.
- Thanks for your comment. Here’s your free download.
This means you can create custom conversions independently of your Facebook ads and then choose when to use them in the future.
Because the tracking pixel already fires on all your website pages, it can easily track when someone visits a completion page—especially people who have clicked on your Facebook ads.
You can also choose the category for the conversion and add a monetary value. For example, if you create a custom conversion that tracks visitors to an ebook download page, you can include the cost of the ebook. This feature will help you figure out if your ad campaigns are profitable. If you charge $20 for your ebook, but you’re spending $25 for every purchase that comes from Facebook ads, you’ll probably want to make some changes to that campaign.
The custom conversion categories that you can choose from include:
- Add Payment Info
- Add To Cart
- Add To Wishlist
- Complete Registration
- Initiate Checkout
- View Content
The interesting thing about custom conversions when advertising on Facebook is that once it’s created, it’ll be tracked for all of your ads, whether you choose to optimize for it or not.
All of your custom conversions are always being tracked. At any time, you can create a report for one of your Facebook ads that will show the conversion rate for any of your custom conversions.
You’re limited to 100 custom conversions per ad account, and you can delete custom conversions at any time (at one point, the limit was 20 and you couldn’t delete any).
3. Track standard and custom events
When someone takes an action on your site, the Facebook Pixel logs it as an event. You can use the pixel to track two different types of events:
- A standard event, or predefined actions Facebook recognizes across ad products.
- Custom events, or an event not covered by Facebook, which you give a name to.
Facebook Pixel standard events
There are 17 standard Facebook Pixel events you can use by copying and pasting a simple event code:
- Add payment info. For adding payment information during checkout.
- Add to cart. For adding an item to a shopping cart.
- Add to wishlist. For adding an item to a wishlist.
- Complete registration. For signing up for an event or email subscription.
- Contact. For getting in touch with your business.
- Customize product. For customizing a product on your website, like choosing a color.
- Donate. For allowing a visitor to donate to your business.
- Find location. For helping to find one of your locations.
- Initiate checkout. For starting the checkout process by clicking a Checkout button.
- Lead. For allowing a visitor to identify themselves as a lead on your website, such as submitting a form or starting a trial.
- Purchase. For when a visitor completes a purchase and ends up on a Thank You landing page or confirmation page.
- Schedule. For booking an appointment with your business.
- Search. For searching for something on your website or app.
- Start trial. For beginning a trial of a product or service you offer.
- Submit application. For submitting an application for a product, service, or program.
- Subscribe. For signing up for a paid product or service.
- View content. For when a visitor visits a landing or product page you care about.
Standard events also support parameters, which let you include additional information about an event, such as:
- Product IDs
- Number of products purchased
- Content type
- Conversion value
Say you want to track events such as scroll depth from a specific category on your website, instead of all pages. You can separate audiences based on their conversion-related activities on your site and further define any Custom Audiences you create.
While custom conversions are tied to a URL (usually for some kind of thank you or completion page), custom events don’t need to be. Instead, conversions can be tracked by adding an additional snippet of code to the page of interest.
Custom events are commonly used to collect more data than a standard event can provide.
4. Run dynamic ads
If you run an ecommerce site, you can use the Facebook Pixel to run dynamic ads. These ads, also referred to as catalog sales in your ad account, automatically show products from your catalog based on your target audience.
If your business has thousands of products, creating individual ads based on specific pages visited and actions taken may not be an efficient option. Instead, you can create dynamic ad templates so that what a potential customer sees will depend on their behavior.
Take 9Five for example. The luxury eyewear retailer wanted to increase global sales and reach new customers.
To achieve this, they used data gathered from the Facebook Pixel to build a custom audience of people who viewed at least one product on their ecommerce website but didn’t buy anything. They then target a dynamic ad, which is filled with the image of one of the products each individual person viewed, to this specific audience.
The ads displayed a lifestyle image from the company website and ad copy that changed based on different locations and promotions. For example, 9Five targeted dynamic ads to its Canadian lookalike audience to promote a 20%-off site-wide sale for the Labour Day holiday.
9Five runs an ongoing campaign, which began in August 2017, and achieves:
- 3.8x return on ad spend
- 40% lower cost per acquisition
- 2.6x lift in return on ad spend
5. Optimize for conversions
If you don’t use standard events or custom conversions to track events on your website, you can’t optimize for conversions. You can optimize for traffic, link clicks, or video views, but those metrics don’t always mean more sales.
When you install the pixel, Facebook knows what a conversion is for your business and will target ads to people more likely to convert.