A little over 2 billion people globally use Facebook. If you consider that there are 7.4 billion people on Earth, then nearly one-third of the world’s total population has a Facebook account (which is kind of insane). What does this mean? Well, if you’re involved in advertising, you probably should be on Facebook.
THE FACEBOOK PIXEL
While Facebook has many on-platform tools to help you create ads and target users, for awhile there was no way to extend Facebook’s marketing power beyond the site’s borders. This limited audience data for advertisers and made understanding which ads and target groups were most effective at generating leads off-site.
Then, in a blinding flash of ones and zeroes, Mark Zuckerberg said, “Let there be the Pixel.” And so it was. But what exactly is the Pixel? Where does it go? What does it do?
At its most basic level, the Facebook Pixel is a bridge connecting your audience to your company’s website. It’s a bit of code that you can place on your website, allowing Facebook to analyze who goes to your site from the platform and why. From there, the pixel can track and measure the effectiveness of your advertising on Facebook in real time.
GAIN THE MARKETING EDGE
How is this useful? For starters, the pixel documents who is entering your site from Facebook and what actions they’re taking. Sure, plenty of other tools can offer this technology. Is this any different?
Consider the vast amount of personal and preference information Facebook stores on its users. Geographic locations, demographic details, hobbies, interest groups, fandoms, you name it. This is the edge the Facebook Pixel brings.
Once a user enters your site from Facebook, the Pixel begins recording every action they take. This information gets parsed with everything Facebook knows already about the user, then gets translated into targeting analytics for your ads.
This gives you, the marketer, several advantages:
- Allows for refined targeting using actual data from your site.
- Delivers detailed analytics to create custom audiences for different campaigns.
- Provides access to additional Facebook advertising features not available with Ad Manager alone.
- Discovers new groups who may be interested in your product or service.
Simple put, the Facebook Pixel allows advertisers to know which ads are performing most effectively and which demographics are best for targeting by using gathered information about who converts from Facebook.
GIVE IT A WHIRL
If you’re advertising on Facebook and want to push your targeting to the next level, definitely keep this tool in mind. Although the insights are only relative to marketing within the platform, the results you’ll get from a tighter targeting plan can make those boosting dollars stretch (and secure you more leads in the process).