Facebook is offering a wide range of tracking methods to advertisers to track the consumer online with the help of third-party cookies on web browsers. Therefore, Facebook has developed new ways for advertisers to track and connect through the Facebook pixels
Have you ever thought of how these companies are tracking you from one application to another when one adds the product to their Wishlist and cart and does not purchase it, and that ads pop out in other social media channels or other eCommerce Applications we use? For example, The product you added to the cart in the Amazon application, you watch that product advertisement on Instagram too. These tracking ads are called the “third-party Cookies” to analyze and optimize the activities of the customer.
Facebook is offering a wide range of tracking methods to advertisers to track the consumer online with the help of third-party cookies on web browsers. Therefore, Facebook has developed new ways for advertisers to track and connect through the Conversion API which is also called "Server to Server (S2S)" which allows businesses to send data from their servers back to their Facebooks's server. Advertisers then measure these conversions and make the optimization in Ads Manager in Facebook pixels.
Facebook has launched Conversion API betas with the larger advertisers and opened up various APIs to the majority of the advertisers. Conversion APS is the server-side API that permits you to share events both online and offline from the business's server to facebook's server. This thing helps you measure the ad performance across multiple channels.
But it cannot show the user's whole journey, by which Facebook Pixels comes into the picture!
What are Facebook Pixels?
The Facebook pixels are the code that is placed on the website. It collects the data which helps in tracking the conversions from the Facebook Ads, which is built to target the audience for future ads. The Facebook pixels help you to find the custom audiences for your Facebook ads which allows you to target certain demographics, retarget the customers or visitors to the websites.
Working of the Facebook Pixels:
When the customer does any activity on the product website, the Facebook code is triggered and store their actions in the form of reports which is found in the Facebook pixel's Ads Manager. Facebook can create the whole picture of a person where they get the whole information from what IP they use, the browser, product buying, subscribing, or filling out a form.
You can use the pixels for tracking the :
- Find new customers or people who have visited the page or taken action on your website.
- It drives the sales by bidding to reach people who are interested in the page
- Measures the results of the bidding ads.
- To understand the effects of ads on what activities people do
The Practical guide of how the Facebook Pixels are used:
Let’s take an example of one product of this white and blue sweater, and here is the Facebook-related code it spun in the background.
If the customer had added the product to the cart, Facebook pixel will know it! And based on that, the product ads will be showcased on different platforms which Facebook has tied on.
Therefore, Facebook Pixels not only give specific information about the customers but also channelize the Facebook Ads to when and where to advertise.
What things you can track through the Facebook Pixels:
The standard events Facebook pixel provides according to the Business's goals for the conversion.
- Purchase: The purchase history of the Customers.
- Lead: What activities the customers have performed on the customer like signing up the form etc.
- Registration form: Who has filled the registration form.
- Payment info: The users who added their payment information.
- Add the cart & Add the Wishlist: The number of the products the customer has added to the cart.
Other Activities Facebook Pixel can track:
- View Content
But what is difference between the Google Analytics & Facebook Pixels?
You can track the number of times the specific page is being viewed and the same works with the images. The logic behind the Facebook pixels is the same, the difference is that the media files stores in Facebook's server.
Retarget an audience with Facebook:
The main goal of Facebook retargeting is to re-engage with the people who had visited your site but not as purchased yet. This can be a second chance to grab the customers in terms of giving the discount, free shipping.
Using Facebook's Custom Audiences feature, you'll add the snippet of the code on the website which will place a cookie on the computers who visited that. With this installed cookie, the information would be sent back about which pages were viewed on the site by a specific visitor.
You'll use the Custom Audience preferences to retarget to different segments according to the requirements like people who have added the product to the cart or Wishlist but didn’t buy them. After that, the ads will be displayed to them with little more information or discount or offers!