Is your Facebook campaign working?
Some measure impressions while others go by clicks. Some look at fan base and some track engagement scores. But all these metrics are not your end objective. Are they? Imagine you set yourself to achieve low CTR. But when you track your conversion (visitors who take specific action when they reach your website) you realize that a high CTR click is generating higher conversions. So which metrics should you go for? It is advisable to measure success only by conversion rate, your ultimate goal. And get into all related analytics: How many people were converted on a particular day, what was that specific page that attracted them to your site and which Facebook ads are helping best with your conversion. Fortunately for business users, Facebook makes it very easy to measure the success.
In the past, Facebook helped you understand conversions using two different pixels: The website custom audience pixel and the conversion pixel. As of the latter half of 2016, Facebook will no longer be supporting the conversion pixel, and is instead encouraging its business users to try out the all new Facebook Pixel. Read on to understand what the Facebook Pixel is and how it can help to measure your success using Facebook for Business.
Using Facebook Pixel
Facebook Pixel is basically a bit of code that you can add to every page of your website so that you can measure and optimize Facebook advertising campaigns. Everytime a page loads, the pixel is fired to inform Facebook about the new visitor. Facebook will map that information with the people who viewed or clicked on your ad to tell you conversion rates of your campaign.
Using Facebook Pixel, you can even build your own custom audiences. Tell Facebook to target people who visit specific pages of your site. Facebook will show your ads to those specific website visitors when they log on to Facebook. This is called remarketing. You show your ads to people who have been to your site once because they are more likely to convert.
Advantages of Using Facebook Pixel
With Facebook Pixel, you can optimise your ad campaign by:
· Taking a look at which specific device your audience used when they converted - This can help you optimize your ads for display on certain devices over others.
· Figuring out which audience is more likely to perform a specific action when they convert - This is very helpful when you want to target specific actions to specific audiences who are more likely to perform them. Eg: You may want to give discount coupons to some and give concert passes to others.
How to Install Facebook Pixel on your Web Page
· Go to Facebook Ads Manager and then create a pixel. You can only have one Pixel for each ad account, so make sure that you are creating one for the very first time or you will not see this option
· Select a name for your Pixel and then choose to either Install the Pixel now to generate the code that you can insert onto your web page yourself, or have it emailed to a developer you have hired to install onto your page for you
· When you install the Facebook Pixel, make sure you insert it between the Header tags of your page. You can make sure it is working as expected by looking for your pixel's information on the Facebook Pixel page in your Ad Manager account.
In the past, Facebook helped you understand conversions using two different pixels: The website custom audience pixel and the conversion pixel. As of the latter half of 2016, Facebook will no longer be supporting the conversion pixel, and is instead encouraging its business users to try out the all new Facebook Pixel. Read on to understand what the Facebook Pixel is and how it can help to measure your success using Facebook for Business.
Using Facebook Pixel
Facebook Pixel is basically a bit of code that you can add to every page of your website so that you can measure and optimize Facebook advertising campaigns. Everytime a page loads, the pixel is fired to inform Facebook about the new visitor. Facebook will map that information with the people who viewed or clicked on your ad to tell you conversion rates of your campaign.
Using Facebook Pixel, you can even build your own custom audiences. Tell Facebook to target people who visit specific pages of your site. Facebook will show your ads to those specific website visitors when they log on to Facebook. This is called remarketing. You show your ads to people who have been to your site once because they are more likely to convert.
Advantages of Using Facebook Pixel
With Facebook Pixel, you can optimise your ad campaign by:
· Taking a look at which specific device your audience used when they converted - This can help you optimize your ads for display on certain devices over others.
· Figuring out which audience is more likely to perform a specific action when they convert - This is very helpful when you want to target specific actions to specific audiences who are more likely to perform them. Eg: You may want to give discount coupons to some and give concert passes to others.
How to Install Facebook Pixel on your Web Page
· Go to Facebook Ads Manager and then create a pixel. You can only have one Pixel for each ad account, so make sure that you are creating one for the very first time or you will not see this option
· Select a name for your Pixel and then choose to either Install the Pixel now to generate the code that you can insert onto your web page yourself, or have it emailed to a developer you have hired to install onto your page for you
· When you install the Facebook Pixel, make sure you insert it between the Header tags of your page. You can make sure it is working as expected by looking for your pixel's information on the Facebook Pixel page in your Ad Manager account.