Upside-Down Thinking by Patric Fransko
by Patric Fransko
April 17th, 2018

What is a Facebook Pixel and How Can It Help Your Marketing?

Do you spend money to advertise your company on Facebook? If so, have you heard of a Facebook Pixel? Do you know what it is used for and how it can help improve your marketing efforts on Facebook? If you have not heard of it or are not sure how to use it, this article is for you. 

First, what is a Facebook Pixel? The Pixel is a chunk of code that Facebook generates that you add to your website. Once added, the code allows you to collect information on Facebook members visiting your website and the actions they take while on your site. You can set up a Pixel to track multiple different actions, but for the sake of brevity in this article, we will focus on merely tracking Facebook members that visit your website. Every time a Facebook member visits your website, the Pixel is triggered and it logs who the visitor is and what actions they take while on the site.

OK, now you have a Pixel installed on your website. What can you do with it? There are many things, but we will focus on two primary things the Facebook Pixel enables you to do.

  • Optimize Ad Delivery to People Most Likely to Take Action. Once you begin tracking the activity of visitors on your website, Facebook can look at defined conversions and what the visitors that converted had in common. This enables them to place your content in front of more people likely to convert.
  • Create Custom Facebook Ad Audiences Comprised of People that Have Visited Your Website. You can also create a custom audience on Facebook comprised of people that have visited your site that also have a Facebook account. You can collect this data for a specific time-frame on a rolling basis. If you set the audience up to be all people that have visited your website in the past 30 days, Facebook will continually update the audience to be compromised of Facebook members that have visited your site in the past 30 days.

The reason this is important should be relatively obvious. If we know that someone has visited your website in the past, the likelihood that they might be interested and a good potential target increases dramatically versus a standard targeted audience.

This is how Facebook puts it:

When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer took an action after seeing your Facebook ad. You’ll also be able to reach this customer again by using a custom audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization.

 The length of this article does not lend itself to going any deeper on this topic. I merely wanted to make you aware that this ability existed so that you can begin taking advantage of this tool to improve the effectiveness of your Facebook marketing.

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  1. Good read Patric. Have been using the Pixel for some time now, and see some interesting results. Hope you guys are doing well.

  2. Thanks for commenting Steve. Glad you are using this strategy. I think it allows a marketer to be a bit more precise in the audience they market to in order to maximize the effectiveness of ad spend. Hope you are doing well also.

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