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Facebook Pixel: what is it and why should you install it?

Posted on April 19, 2021

 

If you’re thinking of running Facebook Ads, you should first make sure you have the Facebook Pixel installed on your website. You may not have heard of the Pixel before, or maybe you have, but thought you didn’t need it. While it’s true that you can physically run ads without having a Pixel installed, this is a complete waste of your time and money.

Read on to discover what the Facebook Pixel is, and why you need to install one if you want to run successful Facebook Ads.

What is it?

Facebook Pixel is a tiny piece of code that gets placed on your website. It’s so tiny that it only measures 1×1 – the size of a pixel, hence its name.

While it may be small, this piece of code is vital for running Facebook Ad campaigns, as its sole purpose is to track people’s journeys to and within your website.

Why do you need to install one?

As a piece of tracking code, the Facebook Pixel is key to monitoring the performance of your ads, as it allows Facebook to track exactly who visits your website, and what those visitors do on your site when they get there.

With this information, you can then track how many people have clicked through to your website from your ads, added products to their carts and made purchases. It even allows you to track how much money the ads have made.

Having this knowledge allows you to work out which ads are most effective and determine whether there are any issues with either your ads or your website – for example, if your ads are getting high numbers of click-throughs and adds to cart, but few purchases, the cost of delivery may be putting people off.

The data from the Pixel also allows you to target people based on actions they have – or have not – taken. For example, you can set up retargeting ads that are only shown to Facebook users that have viewed products on your site but didn’t make a purchase. This probably sounds familiar, as masses of big and small brands alike use this technique – and it really works.

Without a Facebook Pixel installed, you won’t be able to properly track your ad campaigns, meaning you’ll essentially be throwing money down the drain. If you’re considering running Facebook Ads in the future, and you’re not quite ready yet, you should still install the Facebook Pixel – this means that when you come to start your ad campaigns, you’ll have pre-existing data on visitors to your website and will be able to use to your advantage.

If Facebook Ads is something you’re interested in, but you don’t feel like you have the time or knowledge to run them yourself, why not get in contact with our team at Engage Web and have a chat about our Facebook Ad management services? Alternatively, if you’d like to run your own ads but you still want to receive top tips, tricks and support from an online community, join our Elite Digital Marketing Community – it’s completely free and you’ll gain access to a wealth of information.

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