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What is the Facebook Pixel and how do you install it in 2023?
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Mike
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The Facebook Pixel is an analysis tool which, once installed on your website, enables you to measure the effectiveness of your Meta advertising campaigns by examining the actions that web users take on your website.
Simply put, it's a few lines of JavaScript code that can help foster more accuracy in terms of audience targeting, ad delivery, and deeper insight into how visitors use your website.
That said, it would be very simplistic to think that the Pixel is only used to track and measure user interactions. Although it performs this function wonderfully, it is not its only asset.
Even before the launch of a marketing campaign on the platform, the implementation of the Facebook Pixel is of great interest for the rest of the operations. And above all, the configuration of this tool is within everyone's reach.
In the new commercial and media landscape, it is a performance and profitability imperative for any company.
Find out in this article why you absolutely must install the Facebook Pixel in 2023.
Pixels are relatively common tools in the world of digital marketing. In particular, they make it possible to follow the behavior of a user throughout his session on your website.
The goal is to be able to perform sequential retargeting afterwards. In other words, this makes it possible in particular to offer the Internet user advertising content adapted to these various centers of interest on the platform.
You are probably aware that to succeed in an advertising campaign, especially on a social network like Facebook, you have to get to know your audience.
But gathering this information through lengthy personal conversations with each of your potential or actual customers is an extremely time-consuming option.
Imagine for a moment having to write to each potential target of your marketing campaign on Facebook to identify their areas of interest… This is where the Facebook Pixel comes in.
The Facebook Pixel is a Javascript code that introduces a tool to measure the performance and reach of your advertising campaigns on Facebook.
One of the objectives of the Facebook Pixel is therefore to promote the optimization of advertisements on the platform. First, it is a question of ensuring that your ad is broadcast to the right target.
The Facebook Pixel also collects essential and relevant data from every action a visitor takes on your website.
Ultimately, this allows you to develop advertising campaigns with much more appropriate content that increases your chances of monetization.
For example, the Facebook Pixel tracks all visits to your website and associates the resulting traffic with an ad if you are currently serving one.
When a visitor performs certain specific actions (creating an account, subscribing to your newsletter, ordering articles, booking, visiting a product page, etc.) this automatically activates the Facebook Pixel.
The latter sends an activity report to the advertising manager. This centralized information allows you to easily identify the ad or Facebook ad that prompted the visitor to take action on your website.
The higher the conversion rate on your site, the more accurately your ads will show to the right audiences.
That said, using the Facebook Pixel requires a good knowledge of certain terminologies.
The notion of event in this case is of great importance. It designates all the actions that a visitor performs on your website.
The Facebook Pixel records each of these actions as an event. The analysis of this data makes it possible to:
In the standard events category, there are specific actions predetermined by the manager such as:
That said, you absolutely must define said event precisely and take care to include the correct URL.
By default, the features of the standard events category are particularly suitable for e-commerce type sites that have a large flow of visitors.
On the other hand, personalized events are more suitable for sites that have less than 40 conversions to analyze and whose product catalog is quite limited.
If advertising on social networks and especially Facebook can really boost your turnover, you still need to be able to assess the ins and outs of your approach.
In terms of cost optimization and efficiency of a marketing campaign, the Facebook Pixel is a tool to absolutely implement these many advantages.
It is important that you know what visitors are doing on your website.
When someone lands on a specific page, you need to be able to count a conversion, if there is a conversion.
For example, Facebook can tell if you have a new lead who has filled out a contact form on your website because the Pixel detects the form submission confirmation page (this is the page that shows the conversion).
It is essential to promote your product to someone who has a clear interest in it.
Retargeting is what allows a site you have visited to end up on Facebook and Instagram with articles that interest you.
From the company's point of view, it is much more interesting to present its products to someone who is already interested.
Today, it is the main brand communication strategy. They mostly show their products to people who have visited their sites or shown interest. This is the retargeting that the Pixel allows.
The Facebook Pixel allows you to optimize the visitor/prospect/customer conversion tunnel...
Did you know that 90% of Internet users who visit a site never come back.
This is where the Facebook Pixel comes in.
It gives you several additional opportunities to return to these visitors to make them want to come back and possibly make a purchase on your site.
The information collected by the Pixel helps you understand what works and how it works.
This also allows you to more easily find the people most likely to carry out the actions that interest you.
The Facebook Pixel is also an expansion tool.
In particular, it introduces features that allow you to build a new audience (lookalike) based on characteristics similar to those of your customer avatars.
The analytics tool allows you to understand the performance of your various campaigns, particularly through their results.
In order to control your acquisition costs while maximizing the ROI, it is imperative to have such data.
Once you've installed the Facebook Pixel, it's really simple to use it and leverage it for your future ads. As long as your Pixels are installed on the correct pages, you'll be able to track the traffic, conversions, and audience that result from your ads and boosted posts.
Optimizing for this action in future ads will allow Facebook to target other people who are particularly likely to make the same conversion.
You will also be able to quickly stop and change ads that are not effective. All of this saves you time and money.
Once you know how to use the Facebook Pixel to track conversions, retarget your ads, and optimize delivery to the right people, there's no going back.
All things considered, it's an indispensable tool in your business toolbox to be in contact with your customers.
The Pixel is a long-term investment that, done well, always leads to the right destination.
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