19/04/2023
If you are currently using Facebook or Instagram Ads, or plan on using them in the future, there’s one important tool that you should start using straight away. The Facebook Pixel, now the Meta Pixel, will help you better analyse what’s going on and get the very most of your social media marketing budget. Here’s what you need to know about it and how it works.
A Meta Pixel is a piece of JavaScript code that you embed on your website. It collects data so you can track conversions from Instagram and Facebook ads, build custom audiences for future campaigns and retarget the people who have taken a type of action on your website. The pixel places a cookie on your site to track web visitors, collecting valuable data on how they interact with the content on your website and Instagram and Facebook ads.
A Meta Pixel provides information that you can use to create more effective adverts on Facebook or Instagram. This information helps to ensure that your ads are being seen by the people that most likely to take a desired action. This will allow you to work out where to best spend your money, improve your conversion rate and get a better return on investment (ROI). Even if you are not advertising on these platforms yet, you should still install the Meta Pixel now. It will start tracking data straight away, which means you won’t have to start from scratch when you start using Facebook or Instagram ads. Here are the ways the pixel can help improve your social advertising:
Conversion Tracking
The Meta Pixel will allow you to see how visitors interact with website content after viewing your ads. And, you are even able to track these visitors across their multiple devices. This means you can see if people see your ads on mobile but then go onto a computer or laptop before they purchase your products and/or services. This information can help you define your ad strategy.
Retargeting
Using retargeting pixel data and dynamic ads means you can target a custom audience who have already expressed an interest in your business and visited your website. This particular feature means that you can be particular granular with the way you set this up. For example, you can target a custom audience who looked at a specific product on your website but didn’t buy it.
Lookalike Audiences
You can use targeting data to help build lookalike audiences of people who have similar interests to the people who are already interacting with the content your website. This can help expand your social media reach and customer base.
Now, we are going to run through how you can set up the Meta Pixel. To start with, let us explain what an “event” is. An “event” is a type of action that a user makes on your website, such as purchasing something or signing up to a newsletter. There are 17 standard “events” for which you can copy and paste the pixel code. There are:
Now you know the different standard events to track, it’s time to create a pixel and place it on your website.
Step 1: Finding or Creating a Pixel Code
Step 2: Adding a Pixel Code To Your Website
You now need to install some code on your website in order to start gathering information. However, there are a few different ways you can do this and depends on what CMS you use. For example, if you use an e-commerce platform or a tag manager like Google Tag Manager, then you can install your pixel without needing to edit your website’s code. However, if you work with a digital marketing agency or work directly with a web developer, then you can send them everything they need to install the pixel.
If you are going to manually install the code by yourself, then this is what you need to do. Copy and paste the pixel’s code into the header code of your website. You need to paste the code into every single page or into the template (if you are using one).
You need to decide whether you want to use automatic advanced matching. This does let you track conversions more accurately, so we recommend it.
Step 3: Select the Right Events for Your Business
Use the toggle buttons to select which events you would like to track. Once you have decided you need to also choose whether you want to track a page load or online action.
Step 4: Add a Pixel Notice to Your Website
To comply with Facebook’s terms and conditions, you need to ensure that you are telling visitors that you are collecting their data when on your website. To do this, you need to provide a notice that you are collecting their data through the use of a Meta Pixel. You also need to let visitors know how they are able to opt-out of having their data collected.
And, there you have it! Growing your business using the Meta Pixel may feel challenging, especially when the social media giant continues to make updates and implement new tools. As industry experts, Revive.Digital can manage your account and efficiently engage your target audiences, creating opportunities to grow your business through the use of ads on Facebook and Instagram. If you would like to find out how we can help you, then please get in touch with our expert social media marketing team. Call us on 01702 619 139 or visit our contact page today.
