How does the Facebook Pixel In Business Work?
Any business that uses Facebook as part of their 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 they offer, get more information on users and develop new ways to gain analytical data. Despite the changes often improving Facebook as a platform, it can be tricky for business owners to keep up. Most recently Facebook changed the way that they use pixels.
Previously, Facebook used the custom audience pixel which was used across a business’ website, and the conversion pixel which uses individual pixels on the success page of each product offering or opt-in, allowing business owners to track their traffic.
The old custom audience pixel had some great features which included audience retargeting, look alike audiences and dynamic product ads, but it lacked conversion tracking, conversion optimization and custom conversion. The conversion tracking pixel on the other hand did have conversion tracking, look alike audiences and conversion optimization, but had no audience retargeting, dynamic product ads, or custom conversions.
Facebook is doing away with the separate pixel types and introduced a single new pixel which merges the previous features.
Once you have embedded the new Facebook Pixel on your website, Facebook is sent the user details of anyone who accesses your website and its pages. This is quite different to the old pixels that gathered no user data and 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. This offers nine event options by which you can track targeted information using base code that is embedded on your site. User events like ‘Add to Cart’, ‘Add to Wishlist’ and ‘Add Payment Info’ can all now be tracked.
Facebook plans to bring the old conversion tracking pixel to the end of its lifespan in the second half of 2016, on an, as yet, unknown date. The new Facebook Pixel changes the ballgame somewhat. 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!