The Ultimate Guide to Using a Facebook Tracking Pixel
A Facebook pixel is a piece of code unique to your Facebook advertising account that is installed on web pages to create custom audiences or to measure the conversion of your advertising campaigns. There are many benefits of installing your Facebook pixel code on pages you send traffic to. First, it allows you to set up retargeting campaigns. In other words, it allows you to know who performed a certain action and based on that action they performed, you can advertise to them again. Secondly, it allows you to create much more responsive advertising campaigns as you can target specific people based on their actions. Thirdly, thanks to a Facebook tracking pixel, you can turn cold traffic into warm traffic. In other words, you can keep on targeting people who aren’t responsive to your advertising campaigns, and exclude those who are, by keeping on advertising to them value, such as content only articles, blog posts and videos, and eventually turn them from a cold audience to a warmer audience who knows you, likes you and trusts you, and therefore more likely to respond to your offers in the future. Another benefit of using a Facebook tracking pixel is it allows you to create what Facebook calls “lookalike audiences”. A lookalike audience, is an audience Facebook creates for you to advertise to, that is similar to one of your audiences that has performed a certain action. For example, you could have an audience of people who visited your website and decide to create a “lookalike audience” of your website visitors. In other words, Facebook creates another audience similar to the one who visited your website. What this means, is that when you advertise your website to this lookalike audience they are more likely to visit your website than other audiences and it allows you to increase your reach. Another reason why you should use Facebook pixels is that it allows you to track pretty much everything so you can cut the cord when something is not converting and double your efforts on what is working. For example, it allows you to know out of how many people who visited your website, how any of those subscribed to your newsletter. For example, if the data collected by Facebook shows that you had 1000 website visitors, and 30 people opted in, it means that your optin page is not converting and it needs to be fine tuned to increase conversions. Lastly, because a Facebook tracking pixel allows you to track exactly how many leads and how many sales have been generated as a result of your Facebook advertising efforts, it becomes easy to measure your return on investment. And, by knowing your ROI, it becomes easier to forecast the revenue generated from Facebook advertising and forecast the budget required to run Facebook advertising campaigns. In order to install a tracking pixel on your web pages, simply go to “manage ads” to access your advertising account, then click on “ads manager” and click on “pixels”. Then, click on “set up a pixel”, then click on “Copy and Paste the code”. This will be the pixel code that you will need to install on the web pages you wish to track when using Facebook advertising. Facebook gives you instructions on how to do it. Should you be using a tool such as lead pages to create lead capture pages, to install the pixel code, simply click on the lead page of your choice, then click on “lead page options”. Then, click on “tracking codes” and then paste your pixel code, under “head-tag tracking code”. To check whether your Facebook ad pixel has been installed, we recommend using the Google Chrome plugin called “Facebook Pixel Helper”. Simply install the Facebook Pixel Helper plugin and then visit the web pages you have installed the pixel on. If the Facebook ad pixel has been installed correctly, the plugin will let you know that there’s a pixel on this page. If the Facebook Pixel helper plugin hasn’t been installed correctly, then the plugin will show that there’s no Facebook ad pixel installed. In order to use the Facebook pixel to create custom audiences you can retarget, the process is slightly different. Simply go to “manage ads” to access your advertising account, then click on “ads manager” and click on “all tools”. Then, under “assets” click on “audiences”. Then, click on “create audience” and “custom audience”. You will then have 5 choices. To create an audience based on: -a file with a list of people -website traffic -app activity -offline activity -or engagement Lastly, thanks to a Facebook ad pixel, you can create “lookalike” audiences. In other words, create an audience that is similar to a specific group of people. To do so, under “create audience” choose the option “lookalike audience” and under “source” select the custom audience you want to create the lookalike audience from.
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