You may have heard the news, if not, buckle up because Facebook is revolutionising its existing conversion tracking pixel and custom audience pixel!
To begin with, you may be wondering what the new and improved ‘Facebook pixel’ has to offer. Pretty much, it combines the two traditional pixels’ capabilities into one, as well as a couple of brand new features. While it’s nice to have the two pixels merged for one easy application, the features we are most excited about are the new custom conversions and audience matching capabilities.
To put it simply, the new custom audience feature allows you to create audiences based on specific pages that people have visited, when and how long for. But this is just the tip of the iceberg. This feature allows for a range of custom combinations of targeting such as people who visit one page but not another and if people haven’t been to your site in a specified amount of time. An example of a scenario where this feature could be applied is if you have a new product range and would like to target existing customers who have purchased from you before, but who have not been to your site in over a month.
Similar to a custom audience, a custom conversion is created by choosing and naming a completion page, for example the page that shows up after you submit a conversion that confirms the purchase and provides the user with an order number. You can also attach a monetary value to these custom conversions, which allows you to easily evaluate if your ads are profitable. Custom conversions are perfect if you have one or a couple of conversions to track on a site. Unfortunately you can only track twenty custom conversions in total, but don’t fret, there is a solution – standard events.
One of the advanced capabilities of the new pixel is standard events, which is an extension onto custom conversions. These events do require additional code that needs to be added to a site, however it allows you to track nine different events, from adding an item to a cart to a key page view. This provides you with a higher level of data and shows you how people interact with your website after clicking on your ad.
As of the 15th of February, the traditional pixels will be disabled, meaning that you must make the transition to the new Facebook pixel prior to this date, in order to track your ad’s performance correctly. Whether you have a custom audience pixel already or are implementing your first pixel for Facebook, it is recommended that you update your pixel to the new base code and add in relevant standard event code snippets.
Once you’ve added the new Facebook Pixel’s code snippet to your website, it’s time to test it out. If this is your first time adding a Facebook pixel to your website, or you just want to ensure you have done it correctly, we suggest downloading the Facebook Pixel Helper. This allows you to test if the Facebook Pixel and the standard events you applied are tracking data correctly.
Do you want to advertise on Facebook but don’t know where to start? We’re happy to help! Shoot us an email to firstname.lastname@example.org!