Do you know how Facebook ads work? What is the role of Facebook Pixel? Here we shall discuss step by step the Secret of Facebook Pixel so that you can understand its importance.

Facebook is the most used online worldwide social network with roughly 2.93 billion monthly active users as of the second quarter of 2022. Globally, it is the top active social platform. Due to continuous popularity it attract marketers and advertisers. Survey says around 93% of marketers use Facebook to promote their business (Data: Google Search dated 17.10.2022).

 

 

One of the greatest benefits of social media advertising is the ability to test, track, refine and target. But the  cost of advertisement on Facebook is growing.

The Facebook pixel is a tool to use for data-gathering from our ads across Facebook and Instagram. As Facebook Inc is now called Meta, Facebook Pixel is also known as Meta Pixel.

What is the Facebook Pixel?

Facebook Pixel is one of the most important concepts of Facebook Ads.

The Facebook pixel is a piece of code that we place on our website. It collects data that helps us track conversions from Facebook ads, optimize ads, build targeted / re-targeted audiences of future ads and remarket to people who have already taken some kind of action on our website.

To get maximum output from Facebook Ads, we must have have a clear understanding of Facebook Pixel. It also helps us understand how Facebook users interact with our ads.

Most interesting part, Facebook pixel set up is easy and it is free.

Why is the Meta Pixel?

The simplest form of ad campaign is Boost Post. Normally one can boost a post, who have not a clear understanding of how Facebook Ads work. Initially it’s fine.

We can also run ads for Brand Awareness and Engagement. When we run these types of campaigns we just get more views for our post or on our Facebook Page but Facebook do not take the user out of Facebook.

But when we run ads for Conversions, we are taking the user away from Facebook. When the user is off Facebook, and user are on to our website / Landing Page, Facebook has no way of understanding what the user is doing on our website. That’s why we need the Facebook Pixel.

The Facebook Pixel is just a simple javascript code that can be placed on all the pages of our website, and it will load in the background of our website / Landing Page. The end-user will not be able to see this code.

After installing Facebook Pixel, Facebook can track complete journey of user even when users are away from Facebook. Its can track how many users were click our Ads and reached at website / Landing Page, how many of them reached at Lead Capture Page and finally how many of them reached at Thank You Page.

By this way with help of Facebook Pixel we can trace complete user journey and we can optimise our Ads campaign properly.

Types of Campaigns

There are basically three type of campaigns (Awareness, Consideration and Conversion), out of which the best kind of ads we can run using Facebook Ads is conversion ad, which gives us maximum ROI.

­A simple case study we can consider as, some user visit our landing page and from there goes to lead capture page where he/she provide name, email id and other details in lead capture form. Finally user goes to thank you page. If this user is comes from Facebook via organically or paid ad without Facebook Pixel, there is no way of knowing whether the user has completed the action or not.

 

 

After installing Facebook Pixel we can trace the complete journey of users. For better ROI from Conversion Campaign, we must install different Facebook Pixel Event in different pages (eg page view, payment info, add to cart, lead, purchase etc)

eg https://leads.coachpremamay.com  when we are in home page of landing page only pixel “page view” fire. But when we are in lead capture page it also fire “lead” pixel.

 

 

How to Install Facebook Pixel

Now it is the time to create our Facebook Pixel and put it in our website / landing page to optimise our Facebook Ads and track complete customer journey.

As per new feature of Meta, before installing Pixel we must verify our domain. Means we are saying  to Facebook, we are the owner of this domain for which user to redirect from Facebook ads to landing page.

Under Business settings select Domains from Brand Safety. After that Add  domain. We shall get a code which to be put in our website. Then it to be verify.

 

 

Steps to setup Pixel

Step 1 : Create a Facebook Pixel

From Facebook Events Manager, click Connect Data Sources from left-hand menu. Now select Web, now click to Connect.

We have to give a suitable name for this Pixel and press Create Pixel.

Step 2 : Search Facebook Pixel Base Code

We have to visit URL https://developers.facebook.com/ where we get Facebook Pixel Base Code. Copy this code and paste it in a note pad.

 

Step 3 : Put Facebook Pixel in Base Code

Put Facebook Pixel Code getting in step1 and replace it Base Code of {your-pixel-id-goes-here}.

Step 4 : Use of Tag Manager

Now we can create different Triggers and Tags to trace different Facebook Events by using Google Tag Manager. URL : https://tagmanager.google.com/

Once our campaign get starts, it might not give us great results right from the get-go. But need to run the campaign at least for one week. During time, Facebook will “Learn” to show the ads to only the users who are highly likely to convert.

Getting comfortable with the Facebook Pixel takes some time and practice. But once we understand the mechanics through implementation, we will be able to make the best ROI from our Facebook Ads budget.