Welcome to the first blog post about Facebook Advertising. This post will explain the basics of Facebook Advertising and more specifically about the Facebook “Pixel”.
So what is this “Pixel” we’re talking about?
The Facebook Pixel is a little snippet of code that is placed on your website in order to track all the activity that takes place on it. Essentially, it’s a tracking system that registers all significant actions taken by consumers on your website.
Let’s say you run an e-commerce shop and there’s one particular product in your shop that stands out. Now, you want to use Facebook Ads to promote this product. So you set up your ad on Facebook with the product page linked to it. You cross your fingers and hope that your product sells like hotcakes.
Everything IS and SHOULD be measured.
This is where the Facebook Pixel comes into play. The pixel records all actionable data that has taken place – from the Facebook Newsfeed all the way to the checkout stage of your website.
The first thing that is tracked is the number of people who have clicked the product link on Facebook to land on your website. This is what is known as a CTR (Click-Through Rate). This gives you a fairly good indication as to how well your ad is performing. A 2% Click-Through Rate represents the standard conversion rate for advertisements in the e-commerce space.
So now that a consumer has clicked through to your website, it’s time for the more important data to be gathered.
There are 3 types of actions that lead up to a purchase on your website:
1. View Content: This simply means that someone has landed on your webpage and they’ve browsed around your shop.
2. Add To Cart: The consumer has landed on your product page and has added the item(s) to his/her cart.
3. Checkout: After placing items in the cart, the consumer has proceeded to checkout and has partially entered his/her contact and billing information.
None of these people, however, ended up making the purchase. Why not? There could be a thousand different explanations. Maybe because they reached checkout and realized the shipping price was too high. Or maybe because their dog started barking, begging to go outside – and they simply forgot to come back and make the purchase.
Whichever reason it may be, it’s alright. The Facebook Pixel is here to save the day.
The Pixel has recorded data for each of those event (View Content, Add To Cart and Checkout) and stores that information in its database for 180 days. Now, you can retarget consumers that have taken each one of those actions and provide them with enticing offers so that they can come back to your store and finally make the purchase.
This is great, now how do I implement the pixel on my website?
For WordPress Websites:
- Go to business.facebook.com
- Go to the top left hand corner where it says “Business Manager” and select “Pixels” from the dropdown menu.
- Next, you want to select “Set up Pixel”, which is again in the top left hand corner. Now you’ll get two options. “Use an integration or tag manager” OR “Copy and Paste the code”. For WordPress, it’s best to select the copy and paste code option.
- Go to your WordPress back-end. At this point, you’ll have to install a plugin called Insert Headers and Footers. Now you’ll have to paste your pixel code into the header. For a detailed video instruction, click here.
For Shopify Stores:
1. Skip to step #3 from the WordPress instructions.
2. Instead of using the Copy and Paste the Code option, select the integration or tag manager option this time. The Facebook Business platform will tell you exactly how to proceed to implimenting this pixel on your shopify store.
Those are the basics to the Facebook Pixel. If you have any question or feedback, just leave them in the comments below.