Two years ago, Facebook had two ways it tracked users for businesses and nonprofits. One was for conversions and the other was for tracking. Today, Facebook has Facebook pixel. Facebook pixel is an analytics tool that can help businesses and nonprofits keep track of their website visitors who find them through Facebook.
Facebook pixel can essentially tell you how your Facebook ads are performing and how to make them better. For example, if your ad is receiving lots of clicks but failing to gain conversions, this means that your ad is catching eyes, but something is not adding up for the user when they’re brought to the ad’s landing page. Perhaps the copy and landing page don’t line up with what was promised to them in the ad.
When a person who found you through Facebook goes to your website and completes an action (e.g. purchasing one of your products, signing up for your seminar, donating money to your organization, etc.) the Facebook pixel is triggered. Through Facebook pixel, you can also retarget Facebook users who have completed an action through your site.
Other great things about Facebook pixel are that it can help you gain new clients, get a more accurate conversion rate, and create a lookalike audience, which is a way to reach new people who are likely to be interested in your business or nonprofit because they are similar to your existing customers.
You can get a Facebook pixel by placing the pixel code on the header of your website. Each Facebook Ad account only gets one pixel and you can install it on every webpage you wish to track. You can access your tracking pixel through your Facebook Ads Manager. Facebook pixel works by dropping a “cookie” onto the user’s browser and sending them custom advertisement based on their behavior.
Would you like Facebook pixel? Contact Sperling Interactive today!