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Grow Your Business Social Media

How to Use Facebook Pixel to Improve Facebook Ad Performance

Credit: sitthiphong/Shutterstock

Facebook ads can offer some great return on investment for many small businesses. According to AdEspresso, you can earn around $4.75 in revenue for every $1 spent on ads. But how do you know your ad is performing as well as it could? Facebook offers a special tool now called Pixel that can help you track conversions.

Since it was created, the Facebook Pixel has been something that few advertisers appear to make the most of. But it is definitely in your best interest to learn this plug-in.

Pixel is a code you input into your website code that tracks the performance of Facebook ads. Recently, Facebook updated this feature to make it easier to implement. But not everything from the social network's help guide is black and white.

Facebook defines Pixel as "an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website." [Read related article: Facebook for Business: Everything You Need to Know]

Unlike Google Analytics, the Pixel only measures how your Facebook ads are performing, which includes verifying that the right audience is seeing your ads. Through Pixel tracking, you can see who viewed your website and which pages they clicked on as a direct result of a Facebook ad.

Another unique feature of Pixel is Facebook remarketing. Have you ever gone to a website to click on a product, then went on Facebook only to see that exact product appear on Facebook? You were not seeing things.

The ad you were being shown was strategically placed in order to coax you to make a purchase. Through Facebook remarketing, advertisers can show targeted ads to people who have already visited their website but did not buy anything.

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Go to the Events Tab in Facebook's Ad Manager. Select the Create a Pixel button. Next, place the code on your site. Marketer Amy Houck, director of digital marketing at Pascale Communications, says that Pixel often does not work for advertisers because they enter the code in the wrong spot on their website.

"A lot of advertisers don't realize that there are two types of Pixels and that those Pixels need to go in two different spots on their website," Houck says.

The base Pixel code must go on the header of the website, and the conversion event Pixel must go on the product pages. The event Pixel goes on the product pages where you want the conversion to happen. The code could even be put on a cart or basket page to capture all prospects who did not convert.

Houck recommends using the Facebook Pixel Helper Chrome extension, which troubleshoots Pixel and helps users validate its implementation. If you want an alternative way, check the Facebook Events Tab for this message:

Credit: Facebook

You can also check the Diagnostics tab:

Credit: Facebook

The magic is in Facebook Ads Manager and may look a little something like this:

Credit: Facebook

Under the Activity tab, there is key data:

  • PageView
  • AddToCart
  • InitiateCheckout
  • Lead
  • CompleteRegistration
  • Contact
  • Purchase
  • AddToWishList
Credit: Facebook

To generate a report with Pixel results, select the reporting you normally do and check off the Pixel boxes:

Credit: Facebook

Facebook wants advertising to be as easy to use as possible so that businesses will, of course, keep advertising. The Help Center is beneficial to an extent, but further testing may be needed to fully master Facebook advertising and Pixel.

Marisa Sanfilippo

Marisa is an award-winning marketing professional who loves to write. During the day, she wears her marketing hat in her marketing director role and at night she works as a freelance writer, ghost writing for clients and contributing to publications such as Huffington Post and Social Media Today. Follow her: https://twitter.com/marisaasan