The Facebook pixel is probably one of the terms we will hear about more often in the near future. The challenging period of the pandemic effected businesses and determined new digital strategies. Webshops are in high demand and knowing the best strategies to attract, retain, or remind visitors to shop can save your time and money later. If you like to be one step ahead, this blog is just for you.
Let’s start with the definition, what exactly is a Facebook pixel?
A Facebook pixel is a small piece of code that you install on your webshop or website. You can do this already during the development (which we definitely recommend) or enter it later if you’re a little late with the strategy. (It’s fine, you’ll catch up). The Facebook pixel will help you track conversions coming from your Facebook ads (conversions are certain actions a visitor takes on your web). Also, you’ll be able to optimize your ads according to the new metrics you get and create new saved audiences of those who visited the web in a given period. Best of all, the Facebook pixel allows you to retarget all those who have already shown interest in your products and services. Read our example. ?
Who is Davorka and why will you need her?
Davorka noticed your advertisement for beautiful handmade earrings which you advertise very carefully to all those who are interested in handmade jewelry. She clicked on your ad which automatically redirected her to a webshop. She accepts your cookies in order to continue web browsing. At that moment, your secret agent (Facebook pixel) awakes. Carefully and with full attention he closely follows Davorka’s paths on your website. ? She likes the earrings she clicked on, but she also checked on a bracelet similar to them. She goes back to the earrings and adds them to the cart. Yes! Sale! … Wait a minute, it’s not that easy. After seeing the shipping costs, Davorka gives up the purchase and leaves your webshop. What now?
Thanks to your secret agent, you know very well that Davorka and others like her are very interested in your products. Not everyone will get that far to shopping cart, will they? Fortunately, the Facebook pixel saved Davorka in a special “file”. You will open that same “file” when you start creating a new ad on Facebook. This time you will offer a symbolic discount or free shipping for purchases above, say, 50 $. What a coincidence! The earrings and bracelet that Davorka was interested in just exceed that figure. Instead of targeting your new advertisement to those with handmade jewelry interests, you will now place it with those who were on your webshop and have already entered the cart. That’s right, your good old Facebook pixel agent knows exactly where Davorka is. Easy sale!
Where will you find your Facebook Pixel and how will you install it?
We definitely recommend creating a Facebook pixel within Facebook Business Manager. When you enter its interface, click on Business Settings (small wheel in the left corner). Then select Data Sources and click on Pixel and select add. You can set a Facebook pixel for various so-called “Events” on your website. It can track who landend on a particular page on the web, who made a purchase or who entered the cart and activated a checkout… You can go into so much detail and set it only for a certain color of the product you are selling. It all depends on your advertising strategy. Name your pixel after your brand and the specific event you are targeting. Within Business Manager you can install up to 10 pixels for different actions.
Once you come up with a name, it’s time to install it on your web. If you use some e-commerce collaborators like Google Tag Manager or BigCommerce, you can install the pixel easily without entering the code. If this is not the case, you have an automatic option to send instructions to your web developer.
Why is Facebook pixel a “secret” agent with quotes?
In order for everything to be in accordance with Facebook’s guidelines and with the law, you definitely need to inform visitors that you are collecting information about them. You must provide clear and visible notice that you are using a Facebook pixel and collecting data by cookies (or some other method). You also need to allow visitors to be able to optimize what data they agree to share. So, you can stalk, but completely ethically.
If you need any help with installation, feel free to contact us. Davorka is lying on the couch, scrolling through Facebook and waiting for your ad. ?
