Ever since Facebook became an advertising platform, the need to measure and track the activity was essential. All the information the users share is there for marketers to use and given the fact that everyone can become one, are you taking any advantage of that?

Introducing the Facebook Pixel

Let’s assume you have been doing marketing campaigns in Facebook for a while but your main goal has been to promote your posts or increasing the amount of fans in your page. In those cases, you don’t need to track any activity out Facebook, because the users never leave the platform. However, what happens when you want to take a Facebook user to see your product catalog in your website? The reality is the user has visited your website but if there’s no recorded activity so can you say they were really there?

In order to solve that issue, Facebook introduced a tool that allowed users to track many different actions on their website. Yes, we are talking about the Pixel and without going too deep we are about to explain how it works and how you can take advantage from it.

What’s a Pixel?

There are some technical elements that we will not cover, to avoid spread a cloud of boredom. However, in a nutshell the Facebook Pixel is nothing more that a cookie that “follows” the user feeding the system valuable information.

Facebook has streamlined the process to start using the Pixel making this tool truly powerful. Now you can track a ton of actions on your website and collect the information transforming it into amazing audiences you can later use. But let’s not anticipate, how do you start using it? Well it’s actually quite simple. All you need is just an advertising account and the system will generate a piece of code you just need to paste in every page of your website.

That is what we refer to as “Base code” and by itself it will be triggered when a user ends up in any of the pages of your website. However, in order for you to take the maximum out of this tool, you need to add events in the code you pasted.

The events are just actions you’re telling the system you want to record. For instance, if you have an online store, you want to track the number of purchases and the value generated from them. That’s why Facebook provides with many different events to suit any need.

Pixel fires on the last 14 days

Mouse Trap

As useful and effective as the Pixel is in its own, there’s yet another tool provided by the pixel that completes the circle. We are talking about generating audiences based on the recorded actions by the Pixel. To us this is the cherry on the cake, because it allows marketers to show ads just to a selected number of users. For example, if a customer has added an item on the basket but did not go on with the purchase, I may want to show them another act in order to increase my chances of making a sale.

The way this works is rather simple. After placing the Pixel and the events in your website, the system starts recording every action. At the same time in Ads Manager, you can create an audience whose source of information is the Pixel. Facebook will take a few hours to gather the number of users who visited your website (or one section of it) and will put it at your disposal.

Bottom line

We encourage all the marketers that start their activity on Facebook to use all the tools at their disposal. It may be a bit daunting at times, but don’t despair, there’s a sea of information out there. And also there’s us, we will be delighted to help you set up all the tracking tools for you!