What is a Facebook pixel?
A Facebook pixel is an analytics tool that consists of a code that you can put on your website. The pixel fires to track site visitors. This data allows you to retarget those users with Facebook ads in the future, as well as see what they’re doing on your site when they return. This allows you to gain more insights about your audience, send targeted messaging to users who already know your brand, and track the effectiveness of your paid social advertising efforts.
How do Facebook pixels work?
Facebook used to have a custom audience pixel for retargeting website visitors, and conversion pixels for tracking website conversions such as sales. While each advertising account had only one custom audience pixel, you could create many conversion pixels — one for each web page you wanted to track conversions on.
The thing is, although Facebook pixels are confusing, they make advertising on Facebook much more effective. Not only do you know exactly who you’re advertising to, you also have a better understanding of how your Facebook ads are performing. All in all, you can make your messaging much more effective, leading to a better return on your advertising budget
How to use Facebook pixels
The Facebook pixel offers three core functions to help you get a better return on investment:
- Custom audiences from your website
- Custom conversions
- Custom and standard events
1. Custom audiences from your website
Custom Audiences from your website are how Facebook helps you retarget website visitors. If you have the Facebook pixel installed, it will track the movements of any visitors on your website who are simultaneously logged into Facebook. It will record which pages on your site they visit, which pages they don’t visit, and when they visit. Using this data, you can advertise to very targeted groups of people.
2. 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.
Custom and standard events
Custom and Standard events are an advanced feature of the Facebook pixel. If you only use Custom Audiences and Custom Conversions, you’re in great shape.
Custom and Standard events function similarly to the old Facebook conversion pixels. You can create Custom and Standard events with a bit of extra code. Custom and Standard events help get past your limit of 40 Custom Conversions, offer more robust analytics and reporting, and have greater accuracy.