The Facebook pixel is the staple of our traffic-related digital marketing campaigns. But if this is the first you’re hearing of it, you may be asking what does it do and what is its value?
Digital marketing campaigns often have the aim of driving traffic towards a website with the intention of a particular outcome such as a purchase, lead submission or further engagement with content. The pixel creates the ability for businesses and marketers to capture the data of website visitors and can prove invaluable in creating audiences and campaigns with interested potential customers.
Creating a pixel is a straightforward process, especially if you have a website set up with one of the more popular hosting services such as Shopify, WordPress or Squarespace, where you simply copy and paste the code into the designated area and you’re good to go.
So now that you know how to set your pixel up, what are the main advantages of it?
Audiences
Being able to capture the data of anyone who has visited your website is very useful as these people are ensured to be interested in becoming, or already are a customer. Creating a custom audience through facebook to target these website visitors will have a greater chance of success as opposed to regular interest-based targeting, as the audience has already indicated interest in the services or product your website provides or speaks of and as they have visited once, they are more inclined to visit again with a stronger purchase intention.
Events
There are many types of event that your website may have the ability to track using the pixel, such as a form submission, a contact us button, view details section and many more options. The ability to track these events is useful to monitor conversion rates and target niche audiences that interact with particular sections of the website.
Purchases
If you have an e-commerce website, the need for a pixel is essential to the success of the online business. For one of our e-commerce clients, the return on investment for a campaign set up to solely remarketing to website visitors was upwards of 16x. These results are owed to being able to track via the pixel, exactly what items in the catalogue website visitors are individually viewing, and displaying these items as an advertisement on Facebook & Instagram.