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    ncreasing Conversion Rates Using Facebook Pixel

    Facebook pixel is an analytical tool that helps you calculate the efficacy of your ads by allowing you to gather data about the actions end-users take on your website. It helps optimize your ad copy so that more people can see it.

    All you need to do is create a Facebook pixel and place it on your website. Keep reading to learn how to set up this code to measure and optimize your ad campaigns.

    Here’s an example of a Facebook pixel code using <IMG> tag:

    <img src="{pixel-id}&amp;ev=PageView" height="1" width="1" style="display:none"/>

    The pixel has five core functions that help you optimize your marketing campaigns and get a better return on investment.

    • Defining Custom Audiences For Your Website 

    Facebook allows you to retarget customers by defending custom audiences for your ads. When you install the code, it tracks the user's behavior on your website. This data can be leveraged to create custom audience groups and target them for more conversions. 

    You can also use this data to create lookalike audience groups for people who share similar interests and demographics. This will help you further expand your brand reach. 

    • Create Custom Conversions

    You can use this tracking data to customize your Facebook ads for unique conversion events on your website. Link clicks are the only conversion data that you can track without a pixel. 

    Using the code, you can optimize conversion funnels that are more closely associated with your brand goals and can use them as and when needed. Since the code has already been added to your website, it can easily track when users perform the desired action, especially after visiting via the ads.

    • Define Custom and Standard Events

    All action taken on your site is logged as an event by the Facebook pixel. You can use it to track standard and custom events. A standard event is a predefined action that Facebook already recognizes, while a custom event is something that you define as per your goals.  

    There are 17 standard events that the code recognizes and you can use this data to further filter audiences. By setting up custom events, you’ll be able to gather more data than a standard event.

    • Run More Dynamic Ads

    If you have hundreds of products, creating individual ads isn’t an efficient option. Yet, with pixels, you can create dynamic ad templates so customers will see specific ads based on their behavior. 

    The ad copy will change based on how the user has previously interacted with your website. It allows you to run more specific and tailored ads for your target audience, thus increasing the chances of conversions.

    • Optimize Ads For More Conversions

    Based on your ad performance, it helps you optimize future ads for more traffic, reach, clicks, and views. Still, none of these actions necessarily mean conversion. When you add the code to the website, Facebook’s algorithms understand what conversions mean for your brand and automatically target ads towards people who are more likely to buy from you.

    How The Pixel Works - The Steps

    This code has undergone multiple updates since its launch. Before you start creating a pixel, make sure that you have a live website and the right to update its code. Here’s how it works:

    1. Under your Facebook Ads Manager account, you’ll find Events Manager. Create a pixel on this tab
    2. Once you’ve created the pixel, add it to the source website. You can either add the code manually or through a partner integration
    3. After you add the code to the website, you can set up specific events to measure the performance of your campaigns. Set up events using the Event Setup Tool or by manually inserting the code
    4. As soon as you add the event, the code will start collecting data about your end-user’s behavior on the website. Use the data to build custom audiences and ads tailored to resonate with the target audience
    5. Use the data to understand how your ad campaigns perform and build a low-cost bidding strategy to ensure that more people take the desired action on your website
    6. Keep analyzing the data to further define your target audience and to decide an optimized ad campaign strategy

    Bottom Line

    You can easily integrate the Facebook pixel to Shopify websites through the Admin panel. If you want to integrate the Facebook pixel on Squarespace websites, you can do so using the Code Injection option. If you own a Wix store, adding the Facebook pixel to Wix sends events to Facebook for all of your products. 

    Ultimately, this unique code can help you create better ads and optimize your marketing plans to meet the preferences of your target audience. Use it to increase conversions and gain you in-depth data about customer behavior after they click on your ads.