How does the Facebook Pixel in Business Work?
Any business that uses Facebook as part of its social media marketing has probably become aware of the platform’s ever-changing updates. Facebook is always on the lookout for ways to improve the service it offers. Get more information on users and develop new ways to gain analytical data. Despite the changes that often improve Facebook as a platform, it can be tricky for business owners to keep up. Most recently, Facebook changed the way that it uses pixels.
Previously, Facebook used the custom audience pixel across a business’s website. The conversion pixel, which uses individual pixels on the success page of each product offering or opt-in. This allows business owners to track their traffic.
The old Facebook Pixel
The old custom audience pixel had some great features, which included audience retargeting, look-alike audiences and dynamic product ads. Significantly, it lacked conversion tracking, conversion optimisation and custom conversion. The conversion tracking pixel did have conversion tracking, look-alike audiences and conversion optimisation. However, it had no audience retargeting, dynamic product ads, or custom conversions.
Facebook is doing away with the separate pixel types and has introduced a single new pixel, which merges the previous features.
The new Facebook Pixel
Once the new Facebook Pixel was embedded on your website, Facebook was sent the user details of anyone who accesses your website. This is quite different to the old pixels that gathered no user data. Generally, they were only capable of feeding Facebook information relating to which pages were accessed and the number of times. The change to gathering specific user information could mean seriously big things for how businesses target their audience!
The new Facebook Pixel includes the Standard Event feature. Nine event options can track targeted information because of using base code that is embedded. User events like ‘Add to Cart’, ‘Add to Wishlist’ and ‘Add Payment Info’ can all now be tracked.
Facebook has brought the old conversion tracking pixel to the end of its lifespan. The new Facebook Pixel changes the ballgame somewhat. Lastly, if you want your business to still be in the game, it’s worth learning what you can about the new player. Contact our Brisbane or Gold Coast team to find out more, or to get help with your Facebook Pixel!