We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."
In simple terms, this script collects a base of users who visited your page, added a product to the cart, placed an order, sent a brief, etc. All actions of page visitors are subject to detailed tracking and logging. Then the program finds these users in the social. networks and launches advertising mailing directly on their pages.
The entire operation of this mechanism can be reduced to three functions:
- Creating an audience. It will include users who have taken any action, or simply visited your page;
- User behavior optimization. Advertising will be shown only to those users who are most likely to visit the site to place an order;
- Conversion tracking. The system allows you to record all the events leading to the target action that occur on the site after the advertising campaign. This will allow you to evaluate the effectiveness of advertising.
Tool Features
The new version has the following features:
- Consolidation of tasks. In order to organize an audience, analyze and optimize an advertising campaign, it is enough to put a Facebook pixel on the site once;
- High download speed. This indicator is extremely important. The point is that the script is loaded every time the user visits the site. If there are a lot of them on the page, then the download speed will be significantly reduced. In addition, during the download process, information is transmitted to the server of the social network. Passing data from multiple code snippets at the same time will cause conflicts. Thanks to the unification of tasks in one system, these problems have lost their relevance;
- Scripts can be shared. There are times when data about user actions needs to be transferred to another resource. For example, if you are setting up retargeting for the target audience, and your product review was posted on a third-party resource. In this situation, you need to transfer your code to a third-party site. For this you need a Business Manager. This official free platform allows you to centrally manage all your online marketing options.
Going to the main form of the Business Manager, you need to select the "Company Settings" item, and select the "Pixels" item from the drop-down list that appears. After selecting the desired element, click the "Transfer to the company" button;
- Fixing user actions and their parameters. The following activities are subject to tracking:
- Search;
- Completion of registration;
- Adding to cart;
- Order processing;
- Making purchases;
- Indication of payment details;
- Leads;
- Homepage visits;
- Registrations.
In this case, the following parameters are fixed by the system:
- Content category (product type of the online store);
- Content name (product name);
- Content ID (numeric product identifier in the electronic database of the online store);
- Currency;
- conversion value;
- Type of content (product, service, information download);
- Number of product units;
- search queries;
- Relevance status.
Such a detailed structure allows for detailed marketing research.
how to make a pixel on facebook
Consider how to install the Facebook pixel on Tilda (because this is the most popular tool for attracting the attention of large audiences). So, go to your Ad Manager account and follow the algorithm:
How to add facebook pixel to website
How to check if the code is working
In order for everything to work correctly, on the browser Google Chrome you need to put the component facebook pixel helper. This extension allows you to evaluate the correct operation of the system, as well as find and eliminate errors that occur.
If you install the Facebook pixel on the site correctly, then the inscription "loaded successfully" will appear on the main form of the extension, marked with a green marker.
If the script does not work correctly, error messages marked with a red marker will appear on the form.
how to use facebook pixel
As mentioned above, this tool can be used to track and optimize conversions. Let's take a closer look at each process.
How to track conversions
To start the process of tracking user actions, you need to organize an individual analysis on the page of interest. It should be noted that for general analysis the base part of the script is placed on all pages of the site. If we are talking about a specific target analysis, then only the pages under study are subject to adjustment.
For a funnel page, the key is the site that the user lands on after completing the subscription. For the sales page, this is the form of the "Thank you for your purchase!" message.
An individual analysis is created as follows:
How to optimize ad conversions
Stage 1 - the choice of the object of study. To do this, in the "Goals" tab of the Ad Manager, select the "Conversions" item, and in it specify the event (for example, "Purchase").
Stage 2 - setting up optimization. Open the "Budget and schedule" tab and enter the details of the "Budget", "Schedule", "Conversion window" details. The last prop means the time interval between viewing advertisement and performing a target action. With this attribute, you set the period for which you need to collect indicators that are important for the target audience.
How to remove a pixel in facebook ads manager
To do this, just go to your ad account settings and click the "Deactivate account" link.
Today I want to tell you what the Facebook pixel is, why it was created and how it helps us find customers. You all know that this social network is constantly improving. More precisely, there are some updates regularly, new features are added.
As in any social network, in order to effectively develop your business, you need to set up advertising campaigns. The most suitable social network for promoting a business, I think, is Facebook. She's so business-minded, it's amazing. You just need to understand the simple nuances of working in this network.
Where should we start learning the Facebook pixel?
We are starting to set up an inexpensive advertising company, best on our short videos with specific information on the topic we are promoting. We collect from those network users who watched the video for 10 or more seconds. Then, already for this audience, we set up advertising campaign using conversion pixel.
You can set up "Standard Events" in its code, such as: adding to the cart or wish list, placing an order, making a purchase, etc. Or you can create custom conversions using URLs. Then we launch an advertising company with conversion tracking. We can say that the pixel learning process has been successfully started. 
Sure, Standard Events is a more accurate optimization, but custom conversions are easier to set up. We select the goal for the advertising campaign, such as "Increase the number of conversions to your site." At the same time, we set the conversion pixel on each page of the site, including the thank you page.
You can also use this way.
If you find it difficult to determine who your the target audience, try to target your first advertising campaign to the widest possible audience. Specify more interests, set up additional features and let the pixel work for a week on a minimal budget.
Give him the opportunity to analyze those people who perform conversion actions on your site, evaluate them and remember them. Facebook is such a smart machine that clearly reads all the information about each user. And subsequently it will select for us people with similar characteristics.
When we have worked so hard with the pixel and we see that our Leads are costing us at a price that is acceptable to us, we can already edit the ads as we need. Thus, our pixel has grown wiser and now knows who we need.
Here is such an interesting feature in this social network. In fact, Facebook doesn't sell anything! It's just a great tool to make it easier for us to sell and promote our business.
P.S. I really want to believe that I managed to convince you to use the full power of Facebook!
P.P.S. And good luck in all your endeavors!
Any entrepreneur dreams of returning every ruble invested in advertising in multiples. For this, advertising must work. Including advertising in social networks, the effectiveness of which can be achieved through its personification. Our expert, smm-specialist Svetlana Raevskaya, will talk about interesting advertising tools - Facebook and VKontakte pixels. Pixels are the special elements of your website's conversion tracking. They are used to fine-tune the advertising of a resource or individual products on social networks. They allow you to personalize the ad to those users who have already visited your site at least once or even made purchases or other targeted actions.
Facebook Pixel
There are currently two types of pixels on Facebook:
- individualized audience pixel;
- conversion tracking pixel.
But they will stop working in the second half of 2016. Therefore, we will talk about a new pixel for Facebook (about everyone). The Facebook pixel is part of the JavaScript code for your website..
The main functions of the Facebook pixel
- Tracking and analysis of conversions.
- Optimizing ads to increase conversions.
- Creation of individual retargeting bases.
By creating and installing just one Facebook pixel on your site, you can get detailed statistics on visitors.
Benefits of the new pixel for Facebook
- Key page view.
- Search. Track user search queries on your site.
- Adding to cart.
- Adding to wishlist.
- Start of the purchase.
- Adding payment information.
- Making a purchase.
- Lead (for example, filling out a form, visiting a page with a price list).
- Completion of registration.
Customizing the Facebook Pixel
The Facebook pixel code consists of two parts: the base code and the standard event code. The base code is placed on each page of the site. But the standard events need to be configured. After selecting the event you need, enter its value into the pixel code. Set the pixel only on those pages of the site where the event should take place. Do not be afraid that you yourself will have to manipulate the pixel code. Smart Facebook took care of users. Detailed instructions for working with a pixel can be found. That is why I will not talk in detail about how to create, install on the site and monitor the work of the pixel. My task is to show you, dear site owners, what great opportunities it provides. Even if you use Google and Yandex analytics services, do not neglect the ability to analyze your website visitors using the Facebook pixel. Most importantly, the pixel gives you the opportunity to maximize the effectiveness of advertising on the social network thanks to individual settings. It is worth wasting a few hours of time to master the work with a pixel. After all, its use will help save your advertising budget.
Pixel VKontakte
It is much easier for an unprepared person to work with the VKontakte pixel. However, he has much less opportunities. I believe that no one can explain the principle of operation and use of anything better than the authors. That's why here is the instruction about creating and installing a pixel from VKontakte itself. And let's see how it differs from the Facebook pixel.
Possibilities of the VKontakte pixel
Against the backdrop of the functions of the Facebook pixel, using the VKontakte pixel may seem unnecessary and unjustified. This is not true. Pixel VKontakte or retargeting code, gives us . Which?
- You can make direct sales to all visitors to your site.
- You can talk about your discounts and promotions either to all users who have visited your site, or only to those who are interested in goods/services for which you have discounts/promotions.
- You can return visitors who put an item in their cart but didn't buy it. To do this, remind them about it on the social network and show a photo of this particular product.
- Knowing exactly what users have purchased on your site, you can offer them related or additional products / services in your advertising.
- If you have a community on the VKontakte social network, you can attract the site's audience to it and prepare users there for purchase.
And these are only those possibilities that lie on the surface and are obvious. In each case, an advertising specialist will probably be able to come up with many more interesting options. I think it would be logical to use all the opportunities provided to us social networks. Install both pixels on your site. Collect the most individualized retargeting bases. Set up ads wisely. Save your budget. All good ideas!
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Svetlana, hello. You got it completely right. I don't even have anything to add! Perhaps there are more questions? Ask. I will be happy to help you!
Reply
Svetlana, thanks for the interesting article!
Tell me, did I understand correctly: pixels do not replace the metric, but complement it? And pixels do not replace each other either: if we want to advertise on VK, we use the retargeting code, for Facebook advertising we put a pixel, if we want both here and there, then both?
Reply
I was looking for information on pixels on VKontakte and Facebook. In this article, everything is intelligibly told and the information is given in full. I will install pixels on my site.
Tell me, if there is no thank you page on the landing page, how to track the conversion (applications from the site)? In the pixel on the landing page, I specify the events to be tracked, and the code (script) of the event itself is installed on the checkout button?
Reply
Good afternoon, Alex
Tell me, if there is no thank you page on the landing page, how to track the conversion (applications from the site)? - in any case, the thank you page (or any page after the action is completed) should be, because the FB event pixel is set and triggered on the confirmation page.If you set the code on the checkout button, you will only receive users who clicked on this button
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Important things about the Facebook Pixel:
Not as difficult as it might seem at first glance
If you are not familiar with the Facebook Pixel and do not code every day, then you will probably find this topic intimidating. But, it's okay, it can really look quite complicated at first. But, firstly, it's worth it - the cost of a conversion can be reduced significantly! Secondly, a novice programmer can also implement the Facebook pixel, which is not so expensive, and for many CMS there are ready-made plugins, so you can do it yourself.
Basic concepts
- What is the Facebook Pixel? It's just a piece of code that will allow Facebook to track what visitors do on your site.
- Which pages should I add the Facebook Pixel code to? The new Facebook Pixel code needs to be added to all pages of your site. This is one of the differences between the old conversion pixel and the new code.
- I already have a Facebook Conversion Pixel on my site. Do I need to use a new code? Yes need. The old code will be retired at the end of 2016. Therefore, you should replace it with a new one as soon as possible.
- I already have a Facebook Remarketing Pixel on my site. Do I need to use the new Facebook Pixel? Yes need. It will also be removed, as well as the conversion pixel.
- What can I do with the Facebook Pixel? You can use Pixel for 3 main purposes: [ Optimize conversions for your Facebook campaigns (using Events) ] [ Create custom audiences, but more importantly lookalike audiences or in English lookalike ] [ Create dynamic ad campaigns for your online store ]
- Can I use more than one Pixel on my site? You must only have one Pixel code per site, but you can leave old version pixel conversions if you need it.
- What are Events? Events are parts of the Facebook Pixel code. They fire when something significant happens on your site (for example, when someone visits a key page)
- What are Dynamic Events? These are events that are triggered when an action has taken place on your site, such as when a user clicks on an important link or button. The key difference between a regular event and a dynamic event is that a dynamic event is not triggered by a simple page load, but by a desired action on it.
- What are the Event options? Parameters are additional pieces of code that send important information about the event. Here are a few common options that Facebook typically uses: content_name- Content title content_type- Content type content_category- Content category content_ids- Content ID value - Value (to be used in campaign reports to track cost per conversion) currency- Currency
- What are the standard Events? Facebook has 9 standard Events:
- What are Individual Events? You are not limited to 9 Standard Events. You can set Individual Events and pull up any type of data you need as parameters. Custom Events can only be used to build Custom Audiences. You cannot use them for campaign optimization.
- Can I use parameters when creating custom audiences? yes you can. This is the purpose of the parameters. You can sort your audiences using them. For example, you can create a custom audience of customers who have purchased products worth more than $50. To do this you need to go to Custom Audiences > Website Traffic > Custom Combination, select the Purchase Event, then select the price option and add => 50 as a rule.
- Can I optimize ads using Event parameters? No you can not. You can only optimize ads for Standard Event, but in this case you won't be able to choose parameters.
- What about Dynamic Ads and Pixel settings? As you may know, Facebook Dynamic Ads allows you to automatically advertise products from your website on any device. This is a permanent retargeting campaign for online stores. In order for Dynamic Ads to work, you need to configure 3 Events on key pages or actions on your site: [ Product View Event– for each product on your site. ][ Add to cart event – for the shopping cart page or for clicks on the Add to Cart button ] [ Event “Purchase”- for the "Thank you" page on your site, the page that the client goes to after the transaction is completed. ] Required parameters for Events with Dynamic ads: [ content_type– this must be “product” or “product_group” content_ids – the id of the product associated with the Event. It must be the same one you use for the Product Catalog. ]
- What's the difference between Event Pixel and Custom Conversions? These are two different things. You can just add some basic code to your site rather than setting different custom conversions directly on Facebook, or you can go more advanced and add Events to your code. You can also set custom conversions based on Events if you like. When you use Events in your Pixel code, you don't need to use Custom Conversions.
- Which is better: Event Pixel or Custom Conversions? The Event Pixel will give you more room for optimization and will allow you to use dynamic parameters (which will be automatically pulled from your site). Events can be dynamically fired (Dynamic Events) when someone performs a desired action on your site (clicks on links or buttons). This helps a lot because you can optimize your ads for those actions that are not available in individual conversions.
- Is it important to indicate the value of each Event? Yes, it is important. Facebook strongly encourages you to enter a value and currency for each Event because it helps them (and you) optimize your ad campaign. It also allows you to calculate cost per action and ROAS.
- How to determine the value of an Event? You must calculate how much value for each Event in your business. For example, if a product costs $100 and you know that your conversion is about 10%, then the value should be $10. This value can be changed in the future when you accumulate more statistics.
- How to determine the value of an Event for an online store? On an ecommerce site, you usually have 4 special Events. Each one fires when a visitor completes a specific step in the shopping process (downloads a product page, adds to cart, initiates an order, and completes a purchase). Because of this, each Event will have a different value for you and for your business. “View content”, for example, is triggered on the product page. It is obvious that not every visitor to this page will make a purchase, so it doesn't make sense to use the price of the item as a value at this stage. You'll want to use a percentage of the price as well as the percentage of people who made a purchase after viewing the item. You can easily get this data using Google Analytics. Here's how you can use data from Google Analytics Ecommerce to determine the cost of Events: [ “View materials” (triggered on the product page): Google Analytics > Conversions > Product Performance > Purchase Rate ] [ “Add to Cart” (triggered by clicking on the “Add to Cart” button)Go to Google Analytics > Conversions > User Experience and view the session with the Add to Cart column. You will see the percentage of users who completed the transaction. ][ “Checkout Start” (on the payment page): Google Analytics > Conversions > User Experience > Checkout Behavior and view the transaction data session. This is the percentage of people who went to the payment page and completed the transaction. ][ “Making a Purchase” (on the Thank You Page) A: You can use the transaction cost. This Event only fires when the transaction is completed, so you know the exact value in this case. ]
- What is Advanced Matching in Facebook Pixel
Pixel Events and Options
You can also add your own parameters and track them according to your needs.
| View content | When a key page was visited, such as a product page, such as going to a product detail page |
| Search | When a search was made, for example, a query for one of the products |
| Add to cart | When a product has been added to the cart, such as clicking on the "add to cart" button |
| Add to Wishlist | When a product has been added to a wishlist, such as clicking on the "add to wishlist" button |
| Start of ordering | When a person goes to the checkout page to fill out the order form (clicking on the "Checkout" / "Buy" button) |
| Adding payment information | When payment information has been added to the order form, for example, clicking on a button with saving payment method data |
| Making a purchase | When a purchase is made or the order is completed, for example, a transition to the “Thank you” / order confirmation page is made |
| Lead | When a contact form has been filled out, e.g. a link to a pricing page has been completed, a form has been submitted, a trial has been registered |
| Completion of registration | When the registration form is completed, for example, subscribed to a newsletter, registration for the service |
You can use Standard Events to: [ Optimizing your ads for conversions: Facebook will let you select an event if your campaign objective is "Increase conversions on your site". Ads will be optimized to receive best results for the desired event. This is very useful for ecommerce sites (optimizing the Purchase Event), affiliate sites (usually using the Lead Event) or email collection. potential clients ] [ Creating Custom Audiences: You can set up very powerful Custom Audiences: Go to Custom Audience > Website Traffic > Custom Combination ] Code example Events with different parameters: fbq('track', 'Purchase', ( content_type: 'product', content_ids: '', content_name: 'Shoes Woman 37', category_name: 'Shoes Woman', num_items: '1', value: '28.00', currency : 'USD', town: 'Khrakov', country: 'UA', payment: 'Cash on Delivery', coupon_used: 'yes', coupon_name: 'promo', )); This is an example of a Purchase Made Event with various useful parameters. This is a Dynamic ad because it pulls up content_type and content_ids and has value and currency to track conversions. In addition, it tracks useful parameters that you can use for Custom Audiences, such as: address, type of payment or coupon usage, product name and product category name, or number of products purchased
Event Pixel or Custom Conversions
Value through Event Pixel
After installing Pixel
Useful material
Conclusion
The new Facebook Pixel is a very powerful tool that will really help improve the performance of your ads. The results will pleasantly surprise you. If you are busy developing your business and you have no time to deal with technical implementation this process, you can always contact us for help.
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