What is a Facebook pixel and why is it important to have one on your website? My presentation The Importance of Facebook Pixels explores the impact pixel installation can have on measuring and optimising campaigns as well as obtaining a better understanding of your audience journey.
2. Client
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The Importance of Facebook Pixels
About Me
- Social Media Consultant at StrategiQ
- 5 years experience in digital marketing
- Brands I’ve worked with include: Tim Hortons
UK, Peperami, Typhoo Tea
- Happiest at work when hitting clients KPI’s,
generating leads and conversions.
@comtox
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The Importance of Facebook Pixels
We don’t just sit on social all day. We are...
Planning comms
Community management
Ad buying
Copywriting
Creating content
Creative briefing
Crisis planning
Explaining memes
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The Importance of Facebook Pixels
What to expect from this talk.
- What is a Facebook pixel?
- Why it’s important to have a Facebook pixel?
- How do you install a Facebook pixel?
- Best practices for your pixel
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The Importance of Facebook Pixels
What is a Facebook pixel?
Ever felt like you’re
being followed online?
You probably are.
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The Importance of Facebook Pixels
What is a Facebook pixel?
- Simple bit of code - installed within minutes!
- Collects data by triggering web cookies. And
matches users with Facebook profiles.
- Monitor various events on your website.
- Segments your audience for better targeting.
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The Importance of Facebook Pixels
Why it’s important?
Measure, optimise
and build audiences
for your advertising
campaigns.
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The Importance of Facebook Pixels
Why is it important for measuring and
optimising?
- Review user actions on site after they’ve clicked
your Facebook advert.
- Retarget users who have shown intent and
serve them with a retargeted ad on Facebook.
- Optimise your ads for higher value actions.
- Understand your ROAS.
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The Importance of Facebook Pixels
Why is it important for measuring and
optimising?
Isle of Man
residents
Pixel tracks
web visitor
Retargets
website visitor
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The Importance of Facebook Pixels
Why is it important for building audiences?
- Create a new audience based on where a user
has visited on the site.
- Create a new audience based on how far along
the purchasing journey they are.
- Create lookalike audiences - users who are
similar to the people who have been on your site
and their value.
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The Importance of Facebook Pixels
Why is it important for building audiences?
FTB in Derby
Pixel tracked
web visitor
Lookalikes in
Notts
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The Importance of Facebook Pixels
How to install it
Coding is required.
But you don’t need
to become this guy
to do it.
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The Importance of Facebook Pixels
How to install a pixel
- Events Manager within FB Business Manager
- Create a new data source a.k.a your pixel
- Pop the code in your HTML or tag management
system i.e Google Tag Manager or Adobe Launch
- Create your custom events and assign these to
pages where actions happen.
- Confused? Your dev team will know what you need!
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The Importance of Facebook Pixels
Best practices.
Double check it
works before it’s set
LIVE.
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The Importance of Facebook Pixels
Best practices.
- Test your pixel tracking before setting it live using
Facebook Diagnostics.
- Double the audiences you have created. Are you
including/excluding the right people?
- Using Chrome? Get the Facebook Pixel Tracker
extension - it will make life a lot simpler.
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The Importance of Facebook Pixels
Summary
1. A pixel will help you measure and optimise your ads performance.
2. It will help you get your ads in front of new people, who are likely to convert.
3. It’s a better method of understanding your ROAS.
4. Don’t be put off by the coding - or get your dev team to do it!
5. Always check it’s working.
6. Ensure you’ve segmented your audience correctly!
