If your website doesn’t have a Facebook pixel installed then you could be missing out on one of the best marketing tools there is.
What is the Facebook Pixel?
The pixel is a piece of code which sits on your website to collect data from your website visitors. Anytime someone lands on your site while logged into Facebook they are feeding your pixel with valuable data.
The code is specific to your business and you can create one pixel per ad account.
Pixels track your website visitors internet activity to create a picture of their likes, interests and behaviours.
Why do I need the Facebook pixel?
If you are using Facebook ads then the pixel is vital in your success. Here’s why:
- The pixel data allows you to create very detailed custom audiences from your website visitors.
- You can therefore send specific ads to people after they have seen specific content. For example, you can retarget people who have added a product to their cart but not completed the purchase.
- The pixel allows you to create look a like audiences so you can target people with very similar characteristics to the people who have visited your website and taken a particular action.
- Lookalike audiences will automatically update over time so they will always be relevant. So, often they are the most relevant cold audience you can use in your ads.
- You can use the pixel data to optimise your advertising campaigns to find people who are likely to convert or take a particular action, depending on which campaign objective you have chosen.
Unsure which campaign objective you need? This blog will help.
- The pixel allows you to monitor how successful your Facebook Ads were within the ads manager dashboard.
Do I need a Facebook Pixel if I am not using Facebook ads?
For the pixel to be at its most accurate, it requires a lot of data. So if you wait until you are ready to use Facebook ads before installing it then your ads will take longer to optimise while you ‘feed’ the pixel.
So yes, even if you are not running Facebook ads now you should install it.
How do I install the pixel?
This will depend on how you created your website and whether you are using Shopify etc.
Luckily Facebook gives you all the information you’ll need to create and install the pixel and standard events (which track conversions such as view content, add to cart, purchase etc).
If you need more help, this post explains how to create the Facebook pixel and how to install your Facebook pixel and standard event codes in more detail.
Still confused about Facebook ads? This is my area of expertise, find out how we can work together here.