As a social media marketing company, one of the first things we do for new clients is install a Facebook Pixel on their website. The Facebook Pixel is a very simple tool that provides complex marketing options. Even though it has been available for over 2 years now, it is still completely underutilized.
What IS a Facebook Pixel?
The Facebook Pixel is a piece of code, supplied to you by Facebook, which is inserted on your website. Once the pixel is on your website, it will begin to track data on who is visiting your website. This is not a new concept; there are plenty of ways to track website traffic, most notably with Google analytics. However, the beauty of the Facebook Pixel is what you can do with it as a marketing tool. It is a key component in running successful paid Facebook and Instagram ads, and also important enough to have it on your website even if you are not currently advertising on Facebook.
Here are 5 things a Facebook Pixel will allow you to do:
1) Track Page Views and Traffic on Your Website
Again, you can check this same information out in Google Analtyics. If you’re like us, you spend a lot of time on Facebook managing a Page, and with the pixel you can click right over to the pixel page for a quick check in on your website traffic without having to go to a separate dashboard.
2) Store Data on Whom has Interacted with your website
This is the number one reason why you need to implement the pixel now. Even if you are not actively using paid ads on Facebook, the pixel should still be installed because it will immediately start tracking those who interact with your website and collect internal data on your audiences. The longer your pixel is installed on your website, the more time Facebook has to “learn” about who your clients, patients and customers are. The pixel will learn why your audience is coming to your website, and how they are interacting with your company.
What does this mean? Well, this means when you are ready to start using paid ads, Facebook will know which audiences are more likely to be your target, click your ads, or convert to new customers!
3) Create ‘Custom Audiences’ and ‘Look-a-like Audiences’
When you start using paid ads, the Facebook Pixel will allow you to do some really great things in terms of targeting the right audiences. For instance, you can target audiences who visited a certain page on your website or interacted with your company on Facebook, this would be considered a ‘Custom Audience’. Another equally awesome option is creating a ‘Look-a-like’ audience. This means you take the data you have from your pixel and basically tell Facebook that you want to create a similar audience to target with your ads based off this data.
4) Track Actions, Leads and Conversions on Your Website or Landing Page
Probably the most powerful part of the Facebook Pixel is that it gives you the opportunity to track results and Return on Your Investment (ROI) from Facebook marketing. Perhaps you are running a special promotion for new patients when they sign up on your website for appointment. The Facebook Pixel will tell you exactly how many people signed up from your Facebook advertising. You can track a multitude of other actions, such as e-book downloads, email sign ups, appointments set, and even foot traffic. See the image below for a look at what your tracking from the Facebook Pixel dashboard looks like.
5) Retarget Audiences
Facebook is storing the exact data on who has visited your website and this means you can retarget or remarket these viewers online. If you currently use Facebook or do any online shopping, there is a pretty good chance you have been ‘remarketed’. This is also called retargeting, and it occurs when you viewed or interacted with a company online, and now you see their ads on Facebook and beyond. While this retargeting technique is commonly used for online shopping sites, local businesses can leverage it as well and compel website visitors to take action if they left the website without converting.
How do you set up your Facebook Pixel?
There are two Basic Steps:
1) Go to Your ‘Business Manager’ on Facebook and set up your ad account with Facebook. You can set this up by going to Business.Facebook.com
2) Once you have your Business Manager and Ad Account set up, you can go to the drop down menu, select ‘pixel’ and you will be brought to a screen (see below). When you click ‘Create Pixel’ you will be given some code that can be sent to your website developer and inserted into the backend of your website.
The Facebook Pixel is a very powerful tool when set up properly. Even if you are not using paid ads at this time, it is a great way to start collecting data on your website traffic and target audience. Inserting it on your website does not cost anything. However, not taking advantage of a digital marketing tool like the pixel can cost your practice money in the long run. Need help or want more info? Contact me today here.