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New Facebook Pixel – Audiences, Custom Conversions and Standard Events

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The ability to clearly understand, utilize and appreciate the all new Facebook pixel is what differentiates struggling marketers and effective ones. The new concept overwhelms marketers and they opt out. However, those who hold on benefit greatly.

Those who are overwhelmed are however not to blame. When it comes to Facebook marketing, the new Facebook pixel is confusing and advanced marketers who have been able to figure it out may attest to that. The aim of this post is to go through the perceived confusion and help you understand the concept and gain from it. Many posts have been put up to try and explain the new concept but they only capture the basics.

The pixel captures more than custom audiences and remarketing. It involves optimization and tracking as well. It combines what was initially in several pixels. There have been webinar’s trying to explain the new pixel but they do not cover all the details. Below we look at why the new pixel is confusing to marketers.

Facebook Marketing

The Old Pixels

In the past, marketers on Facebook used the two multiple pixels discussed below:

  1. Conversion pixels. This were single pixels used for individual opt-ins and product for the success of a page.
  2. Website custom audience pixel. This is also a single pixel that was used across owned properties or website.

The previous conversion pixel was used by marketers for optimizing and tracking conversions. It was used when running campaigns with the objective of website conversions. In such cases, the marketer would put in place a pixel that is unique to conversion that targets the success of each individual product thereby allowing Facebook to optimize and report for that specific conversion.

As a marketer, you should have in mind that conversion pixel is expected to disappear around mid 2016 but the exact date is not yet known but you should act early to be safe.

If your success page has a Facebook code that is separate from other pages on your website, then you are likely using the old conversion pixel. For now you can go on using the old pixel and embrace the new pixel as well. However, you should note that the previous pixel will not be around for long.

Basics of the new pixel 

The first time Facebook introduced website custom audiences, there were talks that they intended to combine website custom audience pixel with the conversion pixel which makes sense.

When a browser visits a web page that has the Facebook pixel, the page loads but the pixel is launched and works behind the scenes sending a message to Facebook that a user visited the said page.

The new pixel code is placed in all pages in your website. It is placed between the head tags of your website’s template. This is different from the traditional website custom audience pixel.

Website Custom Audiences

The Facebook pixel is placed on all pages of your website. Now you need to create target audiences; website custom audiences that is based on details of their visits to a specific page. At this point no pixel is added as it already is in the page.

You then need to come up with rules to isolate visitors based on their activities on the site. Within “audiences” of the “tools” select “create custom audience.” This will enable you create a custom audience for the traffic on your site.

As a marketer you may decide to create an audience of all the visitors to your site for the past 180 days. You may also opt to create an audience for the specific pages visited by your audience in the past 180 days.

There are other things you may be able to do with website custom audiences such as:

  1. Targeting people who visited some pages and not others.
  2. Targeting people who haven’t visited specific pages in a particular time.
  3. Targeting people depending on other “customized combinations.”

Custom Conversions

Custom conversions are created just like creating website custom audiences for a website. It is used to replace the old conversion pixels but does not need you to add the new pixel. With the old pixel, you need to add an opt-in or unique pixel to the pages they are associated to but the new pixel only requires to be added once on the website.

The difference between customs conversions and website custom audience is that a marketer may run a campaign with the objective of website conversions while optimizing for custom conversion.

Standard Events

This is what confuses most marketers. It is another way of utilizing the Facebook pixel and marking particular pages for conversions. It involves altering the code in the Facebook pixel that is placed across the website, depending on the target page.

The base Facebook pixel code is maintained. However, before the script is closed, a single snippet is added to show that a specific event is being tracked.

One of the key problems that most marketers experience with the Facebook pixel is how the code can be altered if it already exists on each page of the website. However, there are plug-ins such as “pixel your site” and “tracking code manager” that may be used.

There is so much to discuss when talking about the new Facebook pixel and not all may have been covered in this post. However, this may help clear some confusion and help you start with your Facebook marketing. Other topics you may need to cover include: tracking results, dynamic conversion values, troubleshooting errors, dynamic product ads, and using the pixel helper.

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