• Jackson Clark

The Power of the (Facebook) Pixel - A Tool That Sounds Complicated, But Is Powerfully Simple

Updated: Jul 1, 2020

Does your company’s website have the Facebook pixel installed?

Did you know that website visitors who are retargeted with display ads are 70% more likely to convert into paying customers? The Facebook pixel is a 100% FREE analytics tool in the form of a short line of code you insert into your website’s backend.

Sound complicated? Don’t worry, it is so much easier than it looks.

You do not need to be a developer or have any knowledge of computer code to use or manage your Facebook pixel. Facebook provides you with the code and there are plenty of YouTube tutorials with step-by-step instructions on how to embed the code into your website.

The pixel collects data that will help you optimise Facebook advertisements, build targeted audiences and reach the right people when structuring remarketing campaigns. It tracks users as they interact with your website so that you can show these people advertisements on Facebook.

Potential customers often browse multiple websites before making a purchasing decision.

Retargeting to people who have already visited your website might give them the extra little push they need to buy your product or service. In fact, there’s a 70% chance that these people will purchase your product over your competitor’s.

Retargeted audiences have a far higher advertisement clickthrough rate than cold audiences and retargeted customers also spend significantly more than the regular buyer. You may have noticed yourself being retargeted when browsing Facebook.

Say you’re planning a holiday to Thailand and you decide to do some online research. The next time you’re on Facebook you might have noticed advertisements for travel packages, or accommodation specials – that’s retargeting in a nutshell.

Not only can you target people that visited your website, but you can also use the pixel to retarget people based on specific actions they took on your website, such as subscribing to a list or making a purchase. Having this data allows you to interpret where your potential customer is on the sales funnel. You can use this knowledge to customise your ad copy and creative and structure different remarketing campaigns.

So, if your company is not harnessing the power of the Facebook pixel, you could be missing out on hundreds of potential customers.