More than just a social networking site, Facebook is a powerful platform for businesses to advertise products and services available for purchase through e-commerce. The Facebook pixel is a lesser-known yet powerful tool of Facebook advertising.
What Is the Facebook Pixel?
The Facebook pixel is a piece of code that when added to your website allows you to track cross-device conversions, optimize your online ad campaigns, and create custom audiences. With the pixel, you can optimize your advertising campaigns to enhance their effectiveness based on the data collected from tracking. It’s also possible to segment and target specific audiences for new advertising campaigns.
Advantages of Facebook Pixel
From the information collected by placing the Facebook pixel on your website pages, you can measure conversions and track new customers. You can then initiate marketing campaigns that will encourage their repeat business. For instance, you can promote offers, discounts, and other benefits to customers based on their purchase history.
The pixel can also help you learn more about the behavior of your customers on Facebook. You can track their product and services preferences as well as their feedback. This information can be useful for addressing your customers more effectively in the future.
You can use data tracked by the Facebook pixel to target lookalike audiences. These are prospects who share the same interests and demographic profiles as your current website visitors and customers. You can then create focused marketing messages for these similar audiences to expand your existing base of customers.
Once you’ve added the Facebook pixel to your web pages, you can determine how many Facebook users are visiting your website. This information can serve as the basis for a remarketing campaign.
By identifying the exact nature of your visitors’ behavior on your website, you can establish which prospects are genuinely interested in your products and services. You can then direct your advertising campaigns based on this information in an effort to convince the potential customers to take action and make purchases.
The Facebook Pixel Update
As of October 24, 2018, the Facebook pixel is now classified as a first-party cookie by default. A cookie is a piece of code used to differentiate website visitors. First-party cookies are identified as belonging to the website for which it is used. Third-party cookies are identified as belonging to a website other than the one for which it is used.
Prior to the update, the Facebook pixel was identified by browsers as a third-party cookie. It was often blocked like other third-party cookies. With the update, businesses no longer face their Facebook pixel potentially being blocked as a third-party cookie. This means more accurate analytics for advertisers.
Businesses can choose to opt out of the first-party cookie status at any time.
The Final Word
In the field of digital marketing, the Facebook Pixel will continue to be an extremely useful tool for analyzing the habits of your current customers and creating optimized ad campaigns targeted at existing and potential customers.
If you’re interested in adding the Facebook pixel to your website to start taking advantage of all it offers, we can help. LightHouse Graphics specializes in several areas of online presence, including social media marketing and content creation. If your business needs assistance in these areas, contact us. We’d love to work with you.