7 Ways to Increase the Quality + Get the Most out of your Facebook Pixel Data

The Facebook Pixel Tracking tool, released by Facebook in 2013, allows marketers to track how users interact with their website and funnel the data into their Facebook Ads Manager. It’s been called one of the best free tools offered by the social media giant, and it’s definitely one you should take advantage of if you aren’t already. With these seven tips, you can be sure your Facebook Pixel tracking data reflects your true customers and gives you the most accurate data possible.</p><p id=""></p><figure id="" class=“w-richtext-figure-type-image w-richtext-align-floatleft” style=“max-width:450px” data-rt-type=“image” data-rt-align=“floatleft” data-rt-max-width=“450px”><div id=""><img src="https://cdn.prod.website-files.com/5e7e2e06df0f1eabeb57e1e6/634b32c736d9ff2405d89df9_Untitled (600 × 500 px).png" loading=“lazy” id="" width=“auto” height=“auto” alt=""></div></figure><h2 id="">1) Start with a list of target audiences</h2><p id=""></p><p id="">Your PPC campaign will only work if you know who you’re talking to. The first thing that comes up in your mind is a great place to start, but keep thinking and brainstorming until you come up with at least three or four target audiences. Your ad copy needs to cater specifically to these groups of people, so don’t stop there—think about how their demographics could influence their interests and search habits as well. It’s worth noting that your list doesn’t have to be made up entirely of distinct groups; segmenting down one side is perfectly acceptable

Create Custom Audiences from email lists

According to Facebook, Custom Audiences allows you to reach people who have already expressed interest in your business. How? By bringing more data into your pixel. Using Custom Audiences, you can create a custom audience out of a list that you’ve already built—like an email subscriber list or even a list from another social network like Twitter. That way, when those individuals visit your website or fill out a form on your site and then browse Facebook, their past activity is connected with your ad. This helps you reach only interested customers while reducing wasted impressions and helping you spend your advertising budget more efficiently. For example, if your e-commerce store sells clothes, Custom Audiences could help you target people who have previously purchased clothing items online. Create custom audiences based off sales: One of my favorite ways to use Custom Audiences is to set up audiences based off of sales made through my e-commerce store. Once I’ve created these audiences, I’m able to create lookalike audiences that are full of similar users so I can expand my customer base by showing them ads based off what they’re interested in buying.

Create Lookalike Audiences from existing customers

Once you’ve successfully set up your Facebook Pixel on a landing page (like a thank-you or lead capture page) for your website, use that page to generate a lookalike audience. This new audience will have similarities with an existing group of customers, which means you’re creating profiles based on similar people who share their interest in what you do. The result: More targeted traffic and better ROI!

Make sure your tagging is spot on

Whether you’re running an e-commerce site, or marketing a business, social media is important. Social media marketing has become a huge staple of most businesses and digital campaigns. But why are they so popular? Because social media sites such as Facebook and Twitter offer users personalized ads that are relevant to what they like and do online, many of which can be tracked with pixel tracking. Even if your social media tagging isn’t on point, you can optimize by cross-referencing your best-performing ad messages with those you’re using in pixels. For example, if one post sees success because it mentions a customer service number directly in it’s text, that information could be added into your tag for better response rates—saving time and money all around!

Be smart about bid adjustments

The CPA model isn’t broken, but it’s starting to show its age. Paid search marketers have known for years that cost per action (CPA) is ideal for those who want to acquire new customers, while cost per click (CPC) works better when marketing products or services that are relatively inexpensive and drive repeat purchases. Custom conversion tracking allows you to change your bids based on your goals—while CPC bidding may be smart if you’re selling an $80 product, it could be a very poor choice if your goal is increasing subscribers. On top of all that, custom conversions make it easier for advertisers who are already using personalized dynamic ads.</p><img src="https://cdn.prod.website-files.com/5e7e2e06df0f1eabeb57e1e6/634b2f60c54c301c20db9860_Untitled (600 × 500 px).png" loading=“lazy” id="" width=“auto” height=“auto” alt=""></div></figure><p id=""></p><h3 id="">

Bid for conversions, not clicks

Each time a website visitor converts, that’s a conversion. With banner ads and interstitial ads, you might only get one impression (view) per day. So when someone clicks on your banner ad or completes a screen interaction, that’s it—that’s your conversion for that day. If no one clicks on your ad, you don’t get any conversions at all! With custom conversions, you can now bid for conversions over time instead of just for impressions or clicks. Now everyone wins! Custom conversions allow advertisers to pay based on important events from their customer lifecycle funnel (conversions) instead of impressions or clicks alone.

One important feature to have on your landing page is tracking multiple events over time. This is important for your customer funnel as a whole; you’ll want each step in your funnel (the second-to-last step, for example) to only track one event so that you know where people are dropping off. However, it’s also helpful for any number of other things. For instance, let’s say you just launched an email marketing campaign; if you set up pixel tracking on your landing page and tagged those emails as emails then when someone buys something from that campaign—or even if they just sign up or register—you’ll be able to see what percentage of people were referred by email versus social media.