Meta Pixel (And Why It Matters)
With the change over of the Facebook Group to their new Meta brand, the old Facebook Pixel has evolved, too. It’s a crucial marketing tool for anyone trying to leverage their social accounts to get their brand known, so here’s the cheat sheet from the Zebra 360 Digital Marketing team on all things Meta pixel and how to make it work for you.
What is a Pixel, Again?
While pay-per-click advertising can be one of your most critical online marketing avenues, it’s also essential that your limited budget is working for you across every cent so you get the ROI you’re looking for. Meta Pixel is a key tool in achieving that goal. It can help you:
- Drive sales
- Measure results
- Show the right people your ads
And all through an integrated feature of the platform. It’s a super-simple idea, actually. A tiny line of code (the pixel) is inserted into your advert. In turn, you get to see who’s accessing your adverts and how they interacted with them, across everything from click-throughs to cart additions. It has the name because it really is a pixel, a tiny 1×1 fragment that displays with your advert and allows for meaningful data tracking and analytics.
The Pixel allows you to track 17 key Facebook events. We won’t list them all here, but it includes tracking purchases, leads, completed steps like a registration or cart purchase, key steps in the funnel such as adding a payment method, starting a trial, or beginning a checkout (vital for remarketing activities), and even donations.
These events will show in your ‘event tracker’ on the ad manager and analytics dashboard, and Facebook has some nifty retargeting features you can use this data towards. The Facebook Pixel has been with us since 2013, but they’ve combined their initial offerings into one power-packed analytics tool every marketer needs to be leveraging.
Where Do I Use The Meta Pixel?
As we mentioned, the Pixel is a snippet of code. So you’re going to embed it on your website, or target destination. It acts something like a cookie, linking the visitors who arrive to their Facebook accounts and recording the data.
Once in place, you can track the selected actions, allowing you to determine the success of your campaigns, create custom and look-alike audiences, track your conversion funnel, and create dynamic ad campaigns.
Obviously, there’s a little work involved. You will need to be able to:
- Access your target websites backend and Facebook Ads Manager, and
- Have your Pixel code on hand from your campaign
The Importance of Good Data
We’ve mentioned this before, but it’s always worth reiterating. Your digital marketing efforts are only as good as the data analytics you get from them. Otherwise, you’re just firing ads into the dark, hoping for the best. Remember that the very best online campaigns are those that integrate seamlessly across all your brand presences and tell you why they worked!
The Meta Pixel allows you to understand your target audience and who’s responding to your adverts, recreate them (and lookalikes) for your future marketing efforts, gives data on how they’re entering your sales funnel (and possibly, why and where they’re exiting it), better understand how people interact with your advertising efforts, and optimise campaigns across the board. In short, you can’t afford to be without it!
Still not sure how to best leverage Meta Pixel to your advantage? The helpful Zebra 360 Digital Marketing team is always here to help you take your marketing presence to the next level, so why not reach out about setting up Meta Pixel today?