Contrary to popular belief, Facebook pixel has nothing to do with your photos and images on the platform – but everything to do with your audience analytics and insight.
Facebook Pixel is an analytics tool which appears as a code. This code is embedded into your business website and can be used to track, measure, and optimise future ad campaigns on Facebook.
What Does Facebook Pixel Track?
The Facebook – or Meta – Pixel is a piece of code which you add to your website, which tracks how users are interacting with different pages and sections on your website.
The aim of Facebook Pixel is to give business users more insight into how their audience behaves on their website and the actions they take, so that they can build more effective and more targeted ads.
It works by tracking each action that a user takes on your website. It could be a purchase, it could be adding something to their basket, or it could be something else. Whatever it is, the Pixel tracks this and logs the journey, making each and every user’s website journey available for you to view on the ‘Event Manager’ portal.
This information can then be used to help build future campaigns on Facebook, by tracking and measuring customer interactions across the site – recognising the areas where they stumble, or the CTAs that prove most effective.
The Benefits of Facebook Pixel
With so many different tools and insights available, depending on how and where you host your website, you might be wondering what makes Facebook Pixel different.
One of the biggest benefits of Facebook Pixel is that it connects website behaviour with your Facebook community, allowing you to create highly targeted ads on Facebook based off of the actions that web visitors are taking.
From targeting a specific demographic to helping visitors overcome a specific obstacle or block on your website, Facebook Pixel makes it possible to build better informed campaigns that appear even more personalised to users.
What’s more, Facebook Pixel lets you track the results of your ads through its direct link with your website. When uses leave social media to visit your website, you don’t lose sight of them and their journey – rather, you keep them firmly in sight.
Suffice to say, while there are plenty of tools available to help track and build effective campaigns and ads, Facebook Pixel remains one of the best and most effective for businesses who count Facebook as one of their leading marketing platforms. We hope this helps!
