So far, you’ve been using Facebook conversion pixel and Facebook custom audiences to target people with ads in a meaningful manner and to grow your sales funnel. These were two separate things that you were doing: first you had to install the Facebook conversion pixel script on each page of your website, and secondly you had to track your custom audiences.
This was quite burdensome and time-consuming for many entrepreneurs. And, if you happened to have a large website with many pages, tracking conversion data for each of them individually was quite a nightmare. Finally, Facebook recognised the need for a change, for a simpler, more integrated way to find people on Facebook who are interested in your business and whom you can target with ads.
Therefore, during the second half of 2016, the Facebook conversion pixel will be gone and will be replaced by the Facebook pixel. That’s right – a shorter name, but many more applications for just one script.
So, what does the new Facebook pixel do? Basically, what the old conversion pixels AND the custom audiences used to do. In this article, we will quickly outline what you can do to increase your conversion rate with the help of the upcoming Facebook pixel.
1. One Pixel for All Pages
The number one change brought forth by the new Facebook pixel is the fact that one single script works for all the web pages, retrieves all relevant data and helps you track conversion back to each relevant ad.
This takes a lot of work and time off your schedule, because for each new type of conversion attempt, you do not have to do the double work of using the custom audience on Facebook and then monitoring the results through the Facebook conversion pixel.
2. More Relevant Targeting and More Efficient Facebook Ad Spending
The combined conversion pixel and custom audience, which will become the Facebook pixel, allows you to track the activity of people who clicked on your ad to go to your website. Based on the type of action they took (newsletter subscription, webinar sign-up, purchase), you can create relevant ads and re-marketing campaigns without re-targeting the same people too soon after completing a specific call to action (such as buying a product, and then being targeted with an ad for the same product a few days later).
3. Optimise Your Ads Like Never Before
Do you feel that you are getting the most out of your Facebook ads? Can you specifically track back every action on your website to one ad or another? With the old Facebook conversion pixel and the Facebook custom audiences you could do that after lots of work, data compiling, and so on.
Realistically, you lost a lot of time, and you wished there were a simpler way to analyse the performance of your Facebook ads. This is exactly what the Facebook pixel does – simplifying the way in which you calculate your conversion rate per ad. The two key elements in a cost-efficient Facebook ad campaign, A/B testing and ad optimisation, will be simpler than ever.
4. Simplified Code for Events
The new Facebook pixel will help the less technologically inclined entrepreneurs set conversion tracking codes, because the associated codes are simplified. In the new platform, you will get a short code for the most common types of events such as: view content, add to cart, complete registration or add to wish list.
As we stated at the beginning of the article, the Facebook pixel is planned to take over completely during the second half of next year. This means that you have enough time to hone your skills for using it.