As a business owner, it’s in your interest to know how exactly people are using your website. They might look at just a few pages and then leave. Alternatively, they might reach as far as the checkout and perhaps even finalise a product purchase. But is there any way for you to learn this information?
There is: using a clever little piece of website code called the “Facebook pixel”. Here is a guide to what it is, how it works and how it could help you to strategically tailor your Facebook advertising.
Stay on the right track: how the Facebook pixel works
Advertising can prove an expensive responsibility – but, you might deem, a necessary one – for your business. However, you can streamline your expenditure on this type of marketing if you have a good idea of how people are using your site. This is where the Facebook pixel can help.
Imagine if you were running a clothing retailer and wanted to promote a new range of t-shirts. With the Facebook pixel – a piece of tracking code – installed on the t-shirts page of your website, you could learn who is visiting that particular page.
With this newly-gained knowledge, you could then show Facebook adverts about the new t-shirts strictly to those who have visited that page. A Facebook pixel can even track particular actions – like buying an item or searching for certain content – taken by your website’s visitors. Visitors responsible for these actions, too, could be targeted by subsequent advertising.
How you can use data collected via the Facebook pixel
According to a statistic shared by Business 2 Community, 3.8 million websites already use the Facebook pixel. This is unsurprising in light of the treasure trove of marketing-friendly data which it can unearth; even just the “base Facebook Pixel” can bring fruitful results for your business.
Site visitors tracked by this pixel form part of what is called a “Custom Audience” made on Facebook. However, to learn more about visitors’ behaviour, you can carefully tweak the factors on which they are tracked. You could, for example, learn when and what they add to wishlists, which particular content they view, and when they complete registering an account on your site.
Therefore, you can narrow in on particular interests of your site’s visitors and make custom Facebook ads determined by these visitors’ actions. The Facebook pixel passes data from sites you own back to the social media platform itself, as Business 2 Community explains. It all provides for a seamless experience.
After all, the task of creating Facebook ads capable of effectively capitalising on this data remains your responsibility. Nonetheless, at Tunafish Media, we can provide you with a valuable helping hand in that task. Our social media marketing services include the creation of infographics and blog content for sharing across the world’s largest social media platforms.