Kayley is a digital strategist for charities and non profits. Combining skills in behavioural economics with tracking and measurement, she supports clients in understanding a full user journey. She has run paid social campaigns across Facebook, Twitter, LinkedIn and TikTok, for non profit and commercial clients. In this talk, Kayley will underline the importance of relating paid social campaigns to organisational goals. She’ll discuss the possibilities of the pixel in supporting them - what it can collect and how it can be implemented. She’ll also look at when to pivot your optimisation strategy in line with what the pixel tells you.

1. The Possibilities of the Meta
Pixel - Help it to help you
Slideshare.Net/KayleyDempsey
@kkdempsey
Kayley Dempsey
Reason Digital

2. 60 Second Intro
Digital strategist and
research consultant
Paid Campaign
Manager
@kkdempsey #BrightonSEO

3. Today’s goal:
Get the most out of
the pixel to run
better campaigns…
@kkdempsey #BrightonSEO
@kkdempsey #BrightonSEO

4. 📢📢📢
…without development support
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5. Where do I start?
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6. Understand my goals
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7. Organisational Goals Inform Meta optimisation
Organisational
goal
Pixel
power!
Campaign
Strategy
User
Strategy
Platform
strategy
@kkdempsey #BrightonSEO

8. BirdFood4All.com
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9. Organisational Goals Inform Meta optimisation
Organisational
goal
Acquire new repeat
customers
@kkdempsey #BrightonSEO

10. Organisational Goals Inform Meta optimisation
User
Strategy
Platform
strategy
New homeowners building
new habits: millennials
@kkdempsey #BrightonSEO

11. Organisational Goals Inform Meta optimisation
Platform
strategy
Instagram/FB Home
Inspo & Reno
@kkdempsey #BrightonSEO

12. Organisational Goals Inform Meta optimisation
Campaign
Strategy
Sales, Conversions,
& Retargeting
@kkdempsey #BrightonSEO

13. Organisational Goals Inform Meta optimisation
Pixel
power up!
@kkdempsey #BrightonSEO

14. How can the pixel support you?
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15. Audiences
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16. User behaviour
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17. Joy Decisions
User behaviour
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18. Audience mapping: Joy
People who download
a PDF Bird
identification sheet on
the website, but don’t
buy
@kkdempsey #BrightonSEO

19. Audience mapping: Joy
People who download
a PDF Bird
identification sheet on
the website, but don’t
buy
Ad creative showing
products based on bird
species
@kkdempsey #BrightonSEO

20. Audience mapping: Decisions
People who click to
play a video about
where to place a bird
feeder, but don’t buy
@kkdempsey #BrightonSEO

21. Audience mapping: Decisions
People who click to
play a video about
where to place a bird
feeder, but don’t buy
Ad creative about
different types of
gardens showing
different types of
feeder
@kkdempsey #BrightonSEO

22. Using Events
Manager
@kkdempsey #BrightonSEO

27. Micro-conversions
Artist: Slinkachu @kkdempsey #BrightonSEO

28. If you’re not getting the data,
take a baby step up the funnel…
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29. ALGORITHM
PIXEL
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30. Clicks / video views
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31. Clicks / video views
Landing page views
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32. Clicks / video views
Landing page views
Micro conversion
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33. Clicks / video views
Landing page views
Micro conversion
Mini conversion
@kkdempsey #BrightonSEO

34. Clicks / video views
Landing page views
Micro conversion
Mini conversion
Full conversion
@kkdempsey #BrightonSEO

35. BirdFood4All
BirdFood4All
@kkdempsey #BrightonSEO

36. @kkdemsey
Test Plan EFFORT
IMPACT
@kkdempsey #BrightonSEO

37. Aggregated Event
Measurement
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38. IOS 14
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39. Aggregated Event
Measurement
@kkdempsey #BrightonSEO

40. Quick
Blast Pixel
Best
Practise
@kkdempsey #BrightonSEO

41. Best practise
1. Multiple sites
should share
one pixel, as
long as same
audience
@kkdempsey
@kkdempsey #BrightonSEO

42. Best practise
2. You can’t delete
a pixel - so think
hard before
creating a new one
@kkdempsey
@kkdempsey #BrightonSEO

43. Best practise
3. Implement
Conversions API to
improve robustness
of data
@kkdempsey
@kkdempsey #BrightonSEO

44. Best practise
4. Use UTMs for
even more insights
@kkdempsey
@kkdempsey #BrightonSEO

45. Thank you
Kayley Dempsey
kayley.dempsey@reasondigital.com
@kkdempsey
#BrightonSEO