The Facebook Pixel is a traffic analysis tool that integrates within your website and allows you to track several types of events on it.
Technically speaking, it’s a piece of code to integrate on all pages of your site :
- It allows analyzing your traffic
- It allows you to track your goals (KPIs): visits, conversions, personalized events, etc.
What’s the point?
A simple use case: You are launching an ad for your e-commerce site. The Facebook Pixel will allow you to track the number of conversions (sales) achieved through your advertising campaign.
How else can you distinguish the sales coming from your advertising from those coming from the search engines?
The other significant interest is that Facebook will be able to optimize your advertising according to the objective you have set.
For example, if you want to maximize the ROI of your advertising campaigns on your e-commerce site, you will set up your advertising with the goal of “Conversions.”
The Facebook algorithm will use your Pixel to find out what types of users buy the most on your site and therefore show your advertising to the people most likely to buy your products.
Without the Pixel, Facebook will not really know what happens after people click on your ad, it will not know who buys or who do not buy.
Last simple use case (there are many others): if your website already has good traffic and you already make sales, the Pixel Facebook can analyze the traffic of your site, and you can create a personalized audience depending on the visitors of your website.
For example, you can retarget visitors who have added a product to their cart but have not validated it even if they came from search engines.
You’ll also be able to create an Lookalike audience to the one that already buys from you by targeting people who are close to your customers. Facebook will automatically target people with demographic similarities (age, gender, interests, etc.).
In summary, the Facebook Pixel will allow you to:
- Measure the results of your ads (Number of clicks, sales, conversions) and thus calculate your return on investment.
- Generate more conversions by optimizing your ads with the Facebook algorithm.
- Touch the right people.