The Facebook pixel is a wide-reaching tool offered by the namesake social media giant to businesses and other organizations, allowing them to enhance and improve their marketing efforts in a number of ways. Let's look at exactly what the Facebook pixel is and how your business can use it effectively.
"The Facebook pixel makes it that much easier to understand your audience's behavior."
The official definition from Facebook's own support page for this concept is "an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website." The explanation goes on to detail three major uses of the data the pixel gathers: ensuring online ads are displayed to the right audience, increasing the size of your audience of potential customers and, through its use, providing access to additional advertising tools offered by the social media company.
In practical terms, the Facebook pixel is a small piece of code you add to your website. It places cookies - a piece of data stored in a user's web browser - that allow you to assess user behavior when those people interact with your Facebook ads and your website, Hootsuite said. The pixel allows for more effective retargeting of ads, improving the return of advertising spend. It also allows for ad customization in a number of contexts, such as gearing those elements toward a specific action like a purchase. Additionally, it connects you to audiences similar to those who have already interacted with your website and Facebook ads.
The technical installation of the Facebook pixel on a business website isn't a particularly complicated affair. The person adding the code can simply follow Facebook's official instructions to implement this element of code. One important concept to keep in mind is the ability to use standard and custom events that trigger action on the part of the pixel. Facebook's list of standard events is wide ranging and covers a variety of common needs, but making alterations to those triggers can also be fruitful. One potential application is to distinguish between customers who place a large amount of potential purchases in a digital shopping cart versus a small amount, or who purchase one type of product versus another.
Using the Facebook pixel makes it that much easier to understand the behavior of current, past and potential customers. While initial outreach and the creation of brand awareness are foundational elements of marketing, the fine-tuning that comes with a deeper understanding of your audience is absolutely critical. With the information that the Facebook pixel provides, businesses can confidently take more specific and beneficial actions that are also increasingly meaningful to the customers those actions target. Making a small, relatively simple addition to your website and monitoring the results can definitely pay off. To learn more about the Facebook pixel and other core social media marketing considerations, get in touch with Agile today!