Set Your Facebook Strategy for 2019

A pixel can help you identify how people, move between devices on your website, what areas of your website they visit, and what they do there.


Use this information to deliver ads to people based on their behaviors, purchases, monetary values of purchased or wishlist items, which pages they visit, and more.


This can help target ad delivery based on how close people are to making a purchase, and help you identify new audiences based on commonalities with high-value customers and clients.



Identify your goal

Find receptive audiences


You can use pixel data as a source to generate Custom — and in turn, Lookalike — Audiences. 


Website Custom Audiences use pixel data to generate audiences you can target ad delivery to.

Custom Audiences from a website update dynamically, so if you want to deliver ads to people who haven’t visited in the past 30 days, that list will look different next week than it does right now. You can target ads just to people who’ve visited a certain page of your website, or who’ve taken a specific action.


If you use a website Custom Audience to seed a Lookalike Audience, Facebook will deliver ads to people who closely resemble that original, pixel-generated, audience. So, a Custom Audience built around a minimum per-transaction spend could seed a Lookalike Audience of people who’ve never visited or purchased from your website — but are likely to become high-value customers.



Measure for conversions


There’s a lot of actionable data that you can only access after you’ve implemented pixel events on your website. This information can help you better plan and execute conversion-optimized campaigns. You must install a pixel if you want to:


  • Enable cross-device reports. Cross-device reports let you see which devices people saw your ads on before converting on your website. For example, if someone sees an ad on their mobile phone, but decides to buy it later on a desktop computer, this conversion could be captured in a cross-device report.
  • Attribute conversions and events to specific ads. In order to access attribution data, choose the Conversion objective, and select the most relevant pixel event at the ad set level when creating the ad.
  • Access precise returns on ad spend — by a business goal. It’s easy to measure the effectiveness of Facebook ads, because all campaigns have a concrete ad objective. Associating a pixel with your website can tell you the ROI of every ad and campaign you run — down to cost per lead, cost per registration, cost per item added to cart, cost per store visit, and more.



Share your pixel

To let other people in your organization — or external vendors and ad agencies — use your pixel and its data, you'll need to establish a Facebook Business Manager account.


Business Manager allows cross-functional and external collaborators to help with your Facebook marketing while making sure assets such as Pages, ad account, pixels, and audiences are securely managed. 


To share a pixel, navigate to Business Settings.



Share your pixel Completed

Under the People and Assets tab, expand the Pixels section.


You'll see two sharing options:


  • Select Assign Ad Accounts to share pixel data with people who have access to an ad account associated with the Business Manager.
  • Select Assign Partner to let an external partner, such as a vendor or ad agency, use this pixel.
  • This is also where you can stop sharing a pixel.



Step by Step


You’re nearly there. After installing your base code, the next move is to install an event code. Events are any actions that people take on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Event code helps you leverage those actions in your Facebook advertising.


When an action occurs on your website, your Facebook pixel logs it as an event. You can use events to understand conversions, optimize for conversions and build audiences by adding the appropriate code to your website. 


Pixel can log two types of events: standard and custom.


Standard events

Standard events help you understand some common and highly-actionable events. Your pixel will fire whenever someone does any of these things on any pages you’ve added the associated event code to:


  1. View content
  2. Search
  3. Add to cart
  4. Add to wishlist
  5. Initiate checkout
  6. Add payment details
  7. Make a purchase
  8. Provide contact details
  9. Complete a registration


You or your developer can customize standard events, such as purchase value or search string. Adding a monetary value to a purchase event, for example, can be the difference between knowing a Facebook campaign drove thirty-two sales and knowing the exact value of those sales in your preferred currency.


Implement pixel events

To attribute a pixel event to a Facebook ad, choose Conversion or Traffic as the campaign objective. At the ad set level, you’ll be able to select which pixel event to associate with the ads. 


Connecting ad metrics and delivery to pixel events can help you optimize your spend and automate audience selection — and can help attribute actions to your Facebook ads, giving you more precise return on ad spend data.


Measure and Analyze


The Facebook pixel area of your ad account contains the following information, viewable by time frame:


  • Traffic data tells you how many pixel events have occurred on your website. Keep in mind that pixel fires don't correlate with browser sessions or page views. If someone purchases three items from your website, that could trigger eight or nine unique pixel events.
  • Pixel details provide information such as pixel status, and when the most recent event occurred.
  • Data filters break down your data by URL, Domain, Device or Event. We'll tell you how much traffic you've received for each of these.



Conversion reporting


To view conversion data at the campaign, ad set, or ad level in Ads Manager, you'll want to Customize Columns.

Then, you'll be able to select which conversions are most valuable to your business. If you Save as preset, these will become your default metrics in Ads Manager.


Understand reporting across devices


To view cross-device reporting, select the campaign, ad set, or ad, then choose the Breakdown dropdown.



Select a breakdown BY DELIVERY > Impression Device to learn where your ads were viewed.



Choose a breakdown BY ACTION > Conversion Device to view a breakdown of the devices people use when they interact with your ads.


If someone sees two different ads, then triggers the Purchase event, that only counts as one conversion.


The default attribution window is one day after viewing your ad, and 28 days after clicking it.


Third-party reporting tools

Facebook occasionally reports impressions and conversions differently than other third-party systems. Here are a few key differences:


  • Many third-party reporting tools depend on cookies, which can be inaccurate when people share devices or use multiple devices.
  • Third-party reporting tools typically use referrer URLs to attribute conversions to ads. Referrer URLs may lose up to 40% of total conversions when people move from a site prefixed with https:// to an http:// environment. Third party tools also have difficulty attributing conversion if the ad is opened to a new browser tab.
  • Facebook shows conversions in your reports based on the time of impression and not the time of conversion. For example, if someone sees your ad and then buys a product on your website a few days later, we show this purchase based on the time someone saw your ad and not when they purchased your product.
  • Depending on your attribution window, your results in Facebook ads reporting may differ from third-party reporting platforms, which show results based on when someone converted (ex: purchased an item, added a product to a shopping cart or downloaded an app) and not when they saw the ad.


Pixel base code provides a baseline for measuring online events and conversions.

Pixel increases the accuracy — but not the reach — of your Facebook marketing, and can help more accurately measure conversions.  Because Facebook understands standard events, we can use them to help you deliver ads more effectively. 

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