Learn how to use Conversion Pixels in your ads – WAU
Lost on how to generate more sales and optimize your Facebook ad companions? This is normal. With so much information and almost instantaneous updating of available technology tools, we were a little unsure where to focus our efforts. But the conversion pixels are here to help and so are we! In this post, we will explain with everyone […]
Lost on how to generate more sales and optimize your Facebook ad companions? This is normal.
With so much information and almost instantaneous updating of available technology tools, we were a little unsure where to focus our efforts.
But the conversion pixels are here to help and so are we!
In this post, we will explain in full detail how pixels work and how you can use them to boost your business via the internet.
Did curiosity strike? Then follow us!
Ever heard of tracking pixel?
First of all, let’s explain to you the basis of the idea of using the pixel in digital marketing.
One way to track your consumers ’behavior and prepare your business to get more conversions is to track users’ activities while taking action on your page.
For this purpose, such tracking pixels are used.
It is nothing more than a code inserted into a creative.
This code triggers a specific server, which then returns the call with an imperceptible 1 × 1 pixel image, usually a gif file, hence the name transparent or invisible gif.
Due to its size and format, this type of image does not in any way compromise the performance or loading of the page and, thus, perfectly fulfills the role of online tracking – keep an eye on the number of visits, ad impressions, conversions or opening rate electronic messages, among others.
The tracking pixel also receives other names like web bug or beacon.
Some examples of tracking pixels offered by Google:
What is the use?
Within digital marketing, tracking user activity on a web page can be used for a variety of reasons by an agency, an advertiser or another third party:
- To calculate the number of visits to a web page;
- To track the number of conversions on a landing page, such as number of downloads, product purchases, form fills, among others;
- For use in retargeting campaigns;
- To measure the opening rate in a marketing campaign e-mail marketing.
What are advertising pixels, anyway?
Advertising pixels work within the same logic as the tracking pixel, but are used specifically for the purpose of tracking impressions and clicks on online ads.
How do they work?
They are used in ads that you create with Facebook Ads.
Let’s say you want to measure the number of people making a purchase when viewing or clicking on a Facebook ad.
Then you add this code to the page that confirms the completion of the purchase and Facebook will receive information every time someone visits it.
In this way, the social network is able to make an association between the people who viewed or clicked on your ad and those who actually bought the product, giving you a greater understanding of the return on your investment.
Recalling: The tracking is done by means of the invisible (or transparent, as some prefer to call it) 1 × 1 pixel image, which is placed on your website when inserting the code. This image sends a message to the Facebook server every time an action is taken.
Why use advertising pixels?
This data is useful to make your investments in social media ads more effective.
If you do not work on the site or do not know how to install the pixel, you can send the code by email to the person responsible for maintaining the site.
When you install the advertising pixel, you will now receive detailed reports of online activities performed by people who saw your ad.
With this information in hand, you will be better able to manage your campaign so that you only run ads to groups of people who are more likely to perform an action desired by you outside of Facebook, such as purchasing a product on your website.
How to use them?
Well, you can start by following our step-by-step:
- First, go to the Power Editor and click on ‘Conversion Tracking’ in the left-hand column;
- In the top right corner of the page, the “Create Conversion Pixel’ button will appear. Click there;
- From there, you can name your conversion pixel and choose one of several categories available, such as ‘Checkouts’, ‘Registrations’, ‘Leads’, ‘Key Page Views’, ‘Adds to Cart’, among others options conversion.
- Click on the ‘Create Pixel’ button;
- A window will appear giving you the option to view the pixel code you just created. Copy and paste the code between the tags and of the page you want to crawl.
- Back in the Power Editor, create your ad on the creation page.
- Before confirming the ad on Facebook, click on the ‘Track conversions on my website for this ad’ option to activate the conversion pixel, which at this point will still appear as ‘inactive’.
- Ready! Now just start tracking your conversions.
How to choose which page to insert the pixel in?
You can place the pixel on any page of your website, depending on your goals and type of advertising campaign, but remember to include the code ALWAYS on the page that appears after some action has been taken on your landing page, on your website product or service you are offering.
It is the only way to ensure that Facebook will accurately track conversions and not just visits that did not result in a purchase or a desired action.
Some examples of pages for inserting the pixel code:
- A pop-up window that appears after the customer has made a purchase or other desired action;
- A ‘Thank you’ page after the customer makes a purchase or signs up for a promotion;
- The page next to your landing page, the page that visitors see after clicking on your ad.
Types of Advertising Pixel
There are two types of pixels useful for driving conversions in your business or e-commerce.
One is the conversion pixel itself and the other is the audience customization pixel for websites.
The first you can use at various stages of the sales funnel to optimize the results of your online campaigns.
In the second, a pixel is only available for the entire website.
The conversion pixel is the one that you insert following the step-by-step that we have already shown in the topic above.
There are deals that include a conversion pixel to track the efficiency of all stages of the sales funnel and, with that, realize which stage needs greater investments or improvements.
There are basically three reasons for using this type of pixel:
- Track back: Here you can see which ads, type of audience, region, etc., are bringing the best results to your Facebook ad campaigns. This way, you can make your investments more efficient.
- Optimize: By inserting the pixel on a given page, at the same time you are communicating to Facebook the purpose of your campaign. With that, the social network can help you optimize your ad for an audience that is more likely to generate clicks and conversions;
- Create audience: In the Conversion Tracking area of your Ad Manager, you will have the option to create ‘Lookalike Audience’ for your ads. Facebook will group here the users most similar to those who have already performed the desired action for you and tracked by your conversion pixel.
Audience customization pixel for websites
This pixel (only one for the entire site) is used primarily for remarketing or retargeting.
In it, Facebook creates a group of target audiences of people who have visited your website or are interested in your products and services.
You can manage these customized audiences through the menu on the left side of the Ad Manager. Some benefits of using this pixel:
- Create an audience of people who have visited your entire website;
- Create an audience of people who have visited a specific page on your site or that contain keywords selected by you;
- Create an audience composed of people who have not visited your page for a long time;
- Create an audience of people who have visited some pages on your site, not others.
Best practices for using pixels
Yes, there are some precautions you can take to make your tracking practice more respectful to the end user, without disturbing them.
Want to know more? Check out our list below:
- Don’t shoot pixels left and right, focus on using them on users who are part of your campaign’s target audience;
- Respect the privacy of users who choose not to be tracking targets;
- Use start and end dates for the pixels, which match the period your campaign is active;
- Use the pixel only after all the content on the page is loaded, so that the end user is not harmed.
Now that you know everything (or almost everything!) About advertising pixels, how about deepening your knowledge about digital marketing and online ads a little more with our article The Practical Guide to Creating an Effective Facebook Ads Campaign, and just give your conversions a ball show?