It’s widely known that Facebook is one of the most powerful and profitable platforms for advertising online. It offers more features, demographics and viral potential than any other advertising platform out there.

However, if you don’t understand how to use Facebook advertising to its full potential, then you’re missing out BIG time!

It’s no use being given the keys to a sports car if you don’t know how to set it up, or understand how its most basic features work. It’s the same with Facebook, you MUST understand how to utilise it properly, as it’s the best way to get the most effective results from your advertising efforts.

One of the key parts to advertising is being able to “track” your results. Without proper conversion tracking in place, how do you know if your campaign is working? Of course if you’ve got more profit out than expenses into the campaign, you know you’ve got something right. However, this is NOT the right way to go about tracking advertising campaigns.

When you want to set up more than one Facebook ad (which I’m sure you will!), you can’t just rely on money out vs money in. You need proper tracking in place, so that you know what’s working, what can be improved, how well something is working etc.

Business has always been about numbers and good math, but without those figures to use in your business, how do you know how well your advertising is performing?

Within the Facebook advertising world, you are armed with everything you need to track your campaigns from A – Z. How? Through the use of the “Facebook Pixel”.

The all new and improved Facebook pixel will allow you to do ALL that you wish to with your Facebook marketing/advertising and more. It does a lot more than just track your conversions and advertising campaigns.

The Facebook pixel can also be used to build “custom audiences” and “lookalike audiences” too. Whilst at the same time tracking your conversions.

Before you had to instal different Facebook pixels (custom audience pixel & conversion tracking pixel) in order to “track” or “build” those different areas. But now, the new and improved Facebook pixel enables you to do both at the same time, which has made life a lot easier for marketers, and helped those out who weren’t making the “best use” of their adverts.

How does it all work?

Using the Facebook pixel is simple, you first need to make sure you have your Facebook advertising account set up (if you haven’t done this then you’ll need to!). Then you may need to “upgrade” your Facebook pixel area to enable and use the latest Facebook pixel (the all in one option).

Once you’ve done so you can create your Facebook pixel. Take a look around the page, and use any helpful hints that Facebook gives you related to your pixel (who knows FB better than FB right?!).

From here you can grab your pixel code and install it in the relevant places on your webpages. One thing you’ll note is that there are nine different events which need to be individually inserted within relevant pages for your marketing.

For example, you’ll have the main FB pixel code inserted on your webpage, but what action is that page tracking or building?

Here are the different options you have:

  • View content
  • Search
  • Add to cart
  • Add to wishlist
  • Initiate checkout
  • Add payment info
  • Make purchase
  • Lead
  • Complete registration

You can also customise each event with different parameters, for example currency, content ID and value.

You’ll be given the “short-codes” for each of the above values which can be inserted into your FB pixel code on the relevant pages.

So in a nut-shell, all you need to do is add the Facebook pixel code to the pages you wish to track, and then the relevant short-codes too. This will enable you to gain incredible insights into your audiences behaviour, likes, dislikes and more.

This will allow you to track somebody coming into your sales process from start to finish from your Facebook advertising efforts. You’ll be able to see whether they turn into a lead, sale, and if they purchase any other upsells too. This kind of information really helps to gain immediate knowledge of your EXACT ROI from ad spend, from each and every campaign you create.

Most marketers take advantage of tracking their ads, however a lot of newcomers to the industry ignore the “re-marketing” side of things. It’s essential that you capture those interested in your website and subject area, so that you can keep nudging them into your sales process over time. They might not be ready to buy or opt-in yet, but give them time and they will be.

This is why using custom audiences through the FB pixel is so important. It also runs on the same principle as TV adverts and other advertising forms do. They keep running their campaigns and the more that people see them, the more likely they are to buy into their products. Why? Because through seeing something enough, it begins to “warm” you to their brand name, even if you haven’t looked into them yet.

Warming up leads and even potential leads is important, and you can do this via capturing your visitors in a custom audience, which can then be advertised to through Facebook ads!

Overall, if you’re looking to run Facebook advertising for your business, it’s VITAL to your success and effectiveness that you fully utilise the Facebook pixel. Failure to do so will mean that you don’t track your campaigns, it all becomes guess work, and you’ll have no insight into your marketing efforts.

It’ll also mean that you aren’t building “re-marketing” audiences, which is essential for maximising profits over time, and brand awareness.

Install the Facebook pixel on your webpages you wish to use for advertising, and make sure you take the time to set up it properly, it’ll be one of the most beneficial things you do for your business this year!

About the author

Rob J. Temple

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