Understanding your target audience is the number one rule of digital marketing campaigns.
What is the point of running a campaign if you don’t know who you want to interact with your business? A well-seasoned Facebook pixel can track who is coming to your website and what actions they are taking.
By the time you’ve read this article, you will know how to set up the Facebook pixel for your website and how to train it like a pro.
What is a Facebook Pixel?
The Facebook Pixel can be used for analytics and yes, you can use it instead of Google Analytics but we highly recommend using both so you have the best of these two powerful worlds.
Of course, your Facebook pixel is also used to track your Facebook advertising and performance. It helps you to measure the success of your ads by showing you if the people you are targeting are completing the actions you want them to.
How to Set Up Facebook Pixel
You will find the code to implement your pixel in your Facebook Ads Manager.
> Events Manager
> You will find the pixel code in ‘Add Events’
> Add a new website
> Install code manually
> Copy and paste the code and add it to your website’s header section
Adding the pixel to your website is different depending on how your site is set up.
If you’re installing it on WordPress, you can download a Header Footer plug-in where you can paste the pixel code into.
If you’re installing it inside a funnel software, it’s quite easy since many of these SaaS products have a header section built in where you can add the pixel code.
You can find more information on how to install the pixel on Facebooks’ help page.
How to Train Your Pixel
Facebook has one goal and that is to get you conversions. Your goal is to help Facebook…well, get you conversions.
Therefore, once you have the pixel installed on your site, you need to train it.
Training your pixel means letting it learn the behaviors of the people interacting with your site. How do you do this? Simply test it out.
This advertising campaign won’t be optimized to make you money. It’s simply optimized to train your pixel.
You can do this by running a Facebook ad for a few days.
How to start training your pixel:
- Choose a low-tier objective like video views, website clicks, a likes campaign (avoid asking for purchase conversion), etc.
- Create ONE ad set with a CTA for the low-tier objective you’ve chosen
- Select your target audience
- Then let the ad set run for approximately 50–60 conversions for at least one week
- Do NOT change anything once you’ve published your ad set
I repeat — summon your inner-patience and DO NOT make any changes to the ad when you start to run it. Then wait until you have at least 50 interactions with the ad or 5–7 days.
Trust me — you’ll be tempted to make changes to your copy or your objective and things like your bid, budget, targeting, ad creative, optimization for ad delivery, or scheduling. DON’T. This will just confuse the algorithm gods. Be patient.
And remember, don’t go in for the hard sell straightaway — this is the training process. The pixel will learn who is clicking and taking the action you want them to take and will gain an incredible amount of data & knowledge just from this one test.
Create Custom Audiences
Think of the Facebook pixel as the brains of your operation.
You want to train your pixel, so data is sent back to Facebook to know who is interacting with your site.
From this learned data, you can create custom audiences that allow you to advertise to a warm audience of people Facebook knows is interested in your product. You can, also, then include or exclude people in your campaign based on their behavior.
This will save you money on your ads because they won’t be shown to people who are not likely to interact with them and in turn, it will have a positive impact on your leads and sales.
Remember — not only are you warming up your pixel, but you’re also warming up your audience by allowing them to get to know you before you ask them to marry you, I mean, buy from you.
When you’re running ads, give Facebook as much information as possible to know what is working and what isn’t. This will also help you to maximize your return on ad spend.
Test your Pixel
Now you know how to set up a Facebook pixel and train it, you need to start testing it.
Run different ad sets to see which is most effective, tweak the copy and the action you want your audience to take (but don’t tweak during your tests).
From these actions, you can also create lookalike audiences which are another extremely powerful audience to create. Lookalike audiences give you a closer match to the people who are interested in what you’re doing. They are an incredible way to reach people who are similar to your current customers and followers.
Even if you aren’t ready to run paid traffic, we highly recommend installing your Facebook pixel so you can start to warm it up. Having the pixel installed will allow you to track those who’ve interacted on your website anytime over the past 180 days. Now that’s powerful.
Grab this guide if you need effective techniques to minimize your Facebook ad costs.
Results-driven, dynamic Director of Sales & Marketing turned Certified Master Marketer, Tammy uses all of her digital marketing smarts for good…she has managed millions of dollars in top-line revenue and hundreds of thousands of dollars in advertising spend while consistently generating a 2:1 return inside the Facebook & Google Ad platforms. Follow Tammy on Facebook & Instagram.