Paid Ads

What is a Facebook Pixel & Why do I need one?

By 
Adam Whitehouse
June 18, 2021

Have you ever wondered how on earth Facebook and Instagram know that you just visited the ASOS website and was looking at leather jackets? Well, let me introduce you to the most incredible gift that Facebook has given to all professional marketers - the Facebook Pixel.

Imagine having the ability to gather all that data and use it to track, test, optimise and laser target your ideal audience. By installing a tiny bit of code you can truly supercharge your ads across both Facebook and Instagram.

If you are doing any form of social media advertising and don’t have a pixel installed you’re truly throwing money against the wall.


What exactly is a Facebook Pixel?

As I touched on above the Facebook Pixel is a tiny piece of code that is usually installed via your website’s header. Its job is to monitor site traffic and build data that can be later used in marketing campaigns through both Facebook and Instagram. The pixel is primarily used to track conversions and to better direct your ads to warm or hot audiences. In the most simple way possible - it’s kinda like a stalker that knows what you’re interested in.


Why do I need a Facebook Pixel?

By installing a pixel you are giving Facebook the green light to track user activity on your site or social media channels. Giving the green light will unleash the power of data and allow you to drive optimised campaigns to the most valuable prospects.


What makes this system so powerful is that it almost fully automated, Facebook has a super-powerful AI (artificial intelligence) machine-learning engine that can quantify a users intent and give you the tools to target only the hottest site traffic.


FB Pixel step by step:

  • Installation: Add the snippet of code to your website, usually via the header if you’re using WordPress or in the designated field on other systems like Shopify.
  • Collect data: As users start visiting your website you’ll being to receive insights such as where the site traffic is coming from, demographic information and even what kind of devices the users are using.
  • Assess the data: Spend time looking at what the most popular pages/products are, find out how many people ‘add to cart’ vs ‘purchases’.
  • Build audiences: From the data you collected from the pixel, you’ll be able to build custom audiences and build specific ads for those particular users.
  • Optimisation: Once you’ve collected enough data into the pixel with conversions you’ll be able to optimise your ad campaigns to target a specific action (buy a product, generate a lead or down an app are just a few examples).
  • Scale: You’ve now found the perfect audience and what exactly they need as users to turn them into customers. This is where the fun starts to happen. Time to turn up the heat and achieve INSANE results!

***IMPORTANT NOTE: Don’t just get to the ‘Scale’ phase and think JOB DONE, this is where things can go completely disastrous if you’re not careful. Increasing the budget brings its own challenges and needs to be handled with care***


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