It is important to note that, you can get the Pixel only for your Facebook Page and not for personal profiles. Also, there is only 1 Pixel code per Facebook Page/Ad account.
Before going into the why and how of Facebook Pixel, let’s first discuss what goes behind the scene when Facebook Pixel is installed on your website.
Facebook pixel works by loading a small library of functions as and when a visitor visits a website with Pixel code installed. Pixel gets fired up in the background and place a cookie in the browser of the visitor. This cookie collects information from the visitor’s browser about the login email-ID (if logged in), device type, operating system, IP address, etc.
This is a basic function that a Pixel does if you have added the base code of Pixel on the website.
Pixel also has additional code for capturing various events done by the visitor while they are on the website.
An event is defined as any action that you want the visitor to take and the visitor takes it. Examples of this can be, clicking on the sign-up button, clicking on the submit button, clicking on important links on the website, etc.
As website visitor takes these actions, Pixel records this information and presents this to you on Facebook analytics to help you with insights about your website visitors.
If you use Google Analytics, you may be thinking, whatever we have discussed that Pixel can be done by Google Analytics as well, right?
Then, why do you need an additional code? You can install Google Analytics on your website and get all this data to analyze your website visitors.
The answer to this is WAIT & READ more.
Pixel not just records website visits and events on the website, but does something more that can help you use the data to improve your business.
Let us delve deeper into how Pixel is important for you.
When Pixel gathers the visitor data, and the same visitor accesses Facebook through the same browser, IP address or device, Pixel creates a unique user signature and can match the visitor with his/her Facebook profile. However, in reality, a user uses multiple devices or multiple browsers, a Pixel in such case can associate all these combinations to a single user.
So, each time the pixel file is being seen by a user, Facebook servers can see which browser is used, which device and which IP address. With this information, they are able to reconstruct that signature – they know which Facebook user has seen the pixel. As long as a user accesses the page that has a pixel in a way that they used once to log on Facebook, they can be identified and matched to a Facebook ID.
But that’s not all!
When the pixel is seen, Facebook server is also aware of what page it is. Information on the page can determine what action the user was performing. It is important to note that Facebook anonymize the information and you can not target specific Facebook profiles.
After understanding how Pixel works, it is important to note that, adding Facebook Pixel on your website is helpful in many ways, even if you are not running Facebook ads, or re-targeting your customers on Facebook. It will start collecting data right away and this data is useful for you when you create your first ad on Facebook in the future.
So, till now, we have discussed, what is Pixel and how it works?
Let us now understand why Facebook Pixel is important for you.
Pixel, as discussed before, captures important information.
This information can be used to:
- create better Facebook ads;
- target your ads better;
- target users who have interacted with your website before
- target users on Facebook who are similar to your website visitors but do not know about your business
For marketers, this presents opportunities to improve Facebook Ads conversion, improve ROI and gain new customers.
Let’s deep dive into each of the use cases of data captured by a Pixel.
a) Facebook Re-targeting
With Pixel installed on your website, Facebook will help you re-target the visitors with dynamic product ads when they visit Facebook. For example, you can choose to target ads based on what product pages the visitor saw but not taken any action or product Added to Cart but not bought, or product added to the wishlist, etc.
b) Facebook Ads Optimization
With Pixel tracking, Facebook Ads optimization for specific conversion events becomes easy. You can optimize your ad for add to cart event, sign up event or buy now event. What this means is that Facebook will automatically try to display your add to people who are most likely to take that action. This helps in aligning your Facebook ads with your business goals and provide better ROI. Without Pixel, you can only optimize for link clicks
c) Better Ads
Once a user clicks on the Facebook Ads and visits the website with Pixel installed, Facebook uses Pixel to record the interaction of visitors on the website. This data is useful to see if ads are serving its purpose or are the visitor doing something else. This helps in designing better Facebook ads.
d) Better ROI
Facebook uses the pixel data to understand the profile of customers who convert the most. With this information, Facebook automatically shows the ads to people on Facebook who are most likely to convert. This helps in improving the ROI on ad spend on Facebook.
e) Creating Lookalike Audience
You can use data gathered by Pixel to build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help expand your potential customer base & improve your business.
Facebook Pixel tracking is of immense value to businesses, large or small, to access the wealth of information & use that information to improve conversions or gain more customers.
With the information shared in this blog, you would have got an idea about what Pixel is, how it works & why you need it. This should help you make adding Facebook Pixel to your website an important task before going live with the website.