Facebook Pixel

How to Use Facebook Pixels to Drive Conversions on Your Website

Last updated on: 2018


How To Drive Conversions on Your Website with a Facebook Pixel

One of the questions we get asked most often by our clients is how do we get conversions? This is not surprising, given it is no secret that businesses strive to drive target customers to take the actions they value.

When clients ask this question, what they really want to know is what the most effective ways to do this is. In our opinions, it’s Facebook! Facebook is one of the best tools to reach potential customers because the platform makes it easy to stimulate, track, and measure conversions through conversion campaigns.

The Basics of Conversion

Before we go any further, let’s define some basic terminology relating to conversion optimization for your reference.

Standard Events – What is your goal when users leave the Facebook platform and go to your website? What actions are you hoping they take? Standard events are the actions you define as the goal of your campaign. The standard event options that you can choose from include: view content, add to cart, initiate checkout, add payment info, complete registration, and purchase.

Pixel A unique pixel is assigned to each ad account within Facebook. This is the string of code that is put on your website to track specific actions that users take on your website once they leave the Facebook platform.

CPA CPA stands for cost per action or acquisition. In online advertising, CPA defines the amount spent when the specified action of the campaign is taken.

Best Practices to Execute Conversion Campaigns

In order to successfully execute conversion campaigns, use these best practices outlined below to guide you through the process.

1)   Use the Facebook pixel to optimize conversion events

  • Identify key website pages you wish to track and add the pixel code to them.
  • Define your valued action by choosing from nine standard events.

2)   Test and optimize audience targeting

  • Effective targeting is one of the key influences on campaign success. Test and refine audiences to reach the right people who will find value in your business.
  • One key tip is so ensure your audience size is big enough – in most cases, look for an audience size of 1 to 5 million users.

3)   Test ad formats and placements

  • Test ad formats to see what performs best and resonates with your audience. Formats include video ads, slideshows, link ads, and carousel ads.
  • Test out different ad placements to drive lower CPAs. Ask yourself, which platforms, devices or network is your target audience using most frequently?

Let’s Get Converting: How to Set Up A Facebook Pixel

Now that you understand the basics of conversion campaigns on Facebook, it’s time to get converting! The most important part of getting starting is ensuring that your pixel is set up properly on your website so that your campaigns are tracked accurately. Find out how to create and set up your pixel here. Once pixel implementation is complete, you are ready to create your conversion campaigns!

Read this post to learn more about Facebook advertising.

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Nicole is a Digital Account Manager at Taylor & Pond, with a passion for all things beauty! Her day-to-day responsibilities include managing client communication, overseeing content creation & planning, strategically allocating digital ad spend, and establishing relations with social influencers. In Nicole's spare time you can find her running on the beach or enjoying a glass of wine with good food and company!