The Ins and Outs of Facebook Pixel

What is Facebook Pixel? 

Businesses that invest in Facebook ads, but that haven’t installed the Facebook pixel miss out on valuable tracking and analytics information. Facebook’s pixel, a coded analytics tool, measures and optimizes effectiveness of your advertising campaigns while building your audiences. It works by understanding the actions users are taking on your website. Once it is set up, the pixel will track actions taken on your website such as clicks, add to cart, and purchases. It pulls the data of these actions and reports it back to you through the pixel page in Event Manager on Facebook Business Suite. With this data, you can then understand the pathways users take on your site, and you can retarget the users who clicked in the first place. 

 

How To Use Pixel

Facebook pixel offers three major benefits. 

  1. Drive sales – You can drive more sales through automatic bidding to reach users who are more likely to take the action you actually want them to take, like purchasing from your business.
  2. Measure results from ads – By using Facebook pixel, you can better measure results from your ads and understand the actions your audience took when interacting with your ads. 
  3. Make sure your ads are shown to the right audience – Whether you are trying to find new customers, target users who have visited specific pages, or interact with users who have taken a specific action on your website, Facebook pixel can help you show your ads to the right audience.

 

How iOS 14 Affects Pixel

In Apple’s iOS 14 update, Apple requires apps that track visitors’ activity off their site to show a prompt to Apple device customers asking for permission to track. According to Facebook, this “prohibits certain data collection and sharing unless people opt into tracking on iOS 14 devices via the prompt.” 

To comply with the IOS 14 anti-tracking rule while still offering marketers a way to understand their users, Facebook started using Aggregated Event Measurement.  With Aggregated Event Measurement, domains are limited to 8 prioritized conversion events with these prioritized events being able to be one or more Facebook pixels. By prioritizing the events, you are setting up for conversion optimization. 

To set up web event configurations, follow these steps: 

    1. Verify your domain – Verifying your domain establishes which Business Manager Account has the ability to prioritize and configure the 8 conversion events. 
    2. Configure and prioritize your top 8 events on your domain – Prioritizing the top 8 events on your domain allows for conversion optimization. 
  • Set up a conversion optimization or value optimization campaign in Ads Manager – At the ad set level, you can choose the pixel and conversion event you want to use then configure it with the domain. 
  • Select a single domain for conversion tracking – After iOS 14 update, you can no longer track across multiple domains, so select one single domain to track. 

 

Overall, Facebook pixels are a great source to gain data and better understand who your target audience is and what they do when they are on your website. You can use Facebook pixels to drive sales, measure results, and make sure your ads are showing to the right audience. Though iOS 14 may discourage users from allowing apps to track their movements online, Facebook’s Aggregated Event Measurement still allows the use of pixels on a single domain instead of multiple domains which was available before the iOS 14 update. Facebook pixels are wonderful resources – how will you use yours? If you are still unsure about Facebook pixel and all the ins and outs that go with it, give us a call at 662-416-8674 today to schedule your free consultation! 

 

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