So what the heck is the Facebook pixel? The Facebook pixel is the bridge that connects Facebook with your website. Once you install the Facebook pixel on your website, Facebook will be able to track the behaviors that your audiences have on your site. This can include landing page views, webinar registrations, cart abandonment, purchases, time spent on the site, and more!
Campaigns to run when you have your Facebook pixel set up:
Once you have your pixel set up, give Facebook one to two weeks to start gathering data. After this time period, you can run campaigns to market to people who are most likely to convert from you. Here are some examples of campaigns you can run:
- Website Retargeting: This type of campaign allows you to get in front of your warm audiences. People who visited your site and/or performed a specific action on it. Some good retargeting campaigns to run are:
- Website traffic
- People who viewed or shopped a specific campaign.
- People who were on your site for a specific time period.
- People who signed up for your events.
- Cart or checkout abandonment
- People who buy from you.
- Lookalike Audiences: You can run campaigns to audiences of 2 million+ people who are very similar to your website traffic or customers. I recommend creating lookalike audiences when the original audience has at least one thousand people in it.
- Dynamic Ads: If you are an e-commerce business you can run dynamic campaigns to advertise to customers who viewed or shopped specific products on your site. These are your warmer audiences and the ones that will give you the most ROAS
You may be thinking. Ana this sounds great, but I’m not planning on running ads anytime soon!
I recommend everyone to install the Facebook Pixel as soon as they can, even if they are not planning on running ads just yet. This way Facebook will have collected data and learned about your audience’s behavior by the time you start running ads.
How to create the pixel:
Go to Events Manager
Click on the green + sign (Connect Data Sources), select web and click on get started
Select Facebook Pixel, click connect
After you name your pixel and finish the process, Facebook will give you the options to either manually add the pixel code to your website or use a partner integration for easy setup.
Bonus: In order to know if the pixel is working correctly on your website, you need to install the Facebook Pixel Helper Chrome extension. This tool will help you know if your pixel has been successfully installed and if you have any errors.