Facebook: you know it. You love it.
Unbeknownst to many, though, there’s much more to Facebook beyond the news feed. We’re talkin’ Facebook Pixels, and they’ve got the power to make or break your social media marketing efforts.
Here’s what you need to know about Facebook Pixels, including why you need them on your website, and how you can make them as effective as possible.
What is a Facebook pixel?
A Facebook Pixel is a piece of code that collects data. If you’re not using one across your websites, to say you’re missing out would be a colossal understatement. Facebook Pixels are the social media giant’s greatest tool for marketing.
What does it do?
It tracks the type of data that’s vital to your digital marketing strategy. Analyzing this data is another beast entirely, but it’s the type of work a trained social media specialist can tackle with ease.
Have you ever wondered how big-name brands like Amazon are so damned good at following you around? You may have been browsing on Amazon for a pair of sunglasses, then shortly after, seemingly out of nowhere, you’ll come across an ad for sunglasses as you’re scrolling through Facebook.
Yup, that’s a Facebook Pixel hard at work. Luckily, you no longer need to be a big-name brand to utilize these. Even the smallest companies can set up Facebook Pixels in just a few steps.
How do I make one?
You’ll need access to Facebook Ads Manager to create your own Facebook pixel.
One of the most labor-intensive aspects of social media marketing involves gathering data about your audience. With more than 2 billion active Facebook users worldwide, pixels allow for easier segmentation than ever.
The pixel allows marketers to create audience based on website traffic, and even segments those who have made purchases, and recent visitors who may have forgotten to click the “buy” button. This leads to strategic retargeting that has the potential to be highly effective.
Not all pixels are created equal, at least not always. Facebook initially created two different pixels, then combined them to form one that does it all. Before the new conversion pixel, marketers had to create a custom event for each action a user would take on your website. Another issue they encountered was not being able to differentiate between desktop and mobile visitors, which made it difficult to remarket to the same user once they migrated. The new conversion pixel has resolved most of these issues, and while Facebook Pixels have come a long way over the years, there are still new improvements on the horizon.
Need help navigating the wondrous world of Facebook Pixels? Contact Triggers Media for info about how we can help you take your social media marketing to the next level.