You heard it first from us: the Facebook conversion pixel will be gone and will be replaced by the new and improved Facebook pixel. This new tracker will work better than the conversion pixel and the custom audiences feature put together, and will simplify the way in which you track your Facebook ads, target your potential customers and measure the ROI for each Facebook marketing campaign.
That sounds great, doesn’t it? In a nutshell, you will get better results and more control with less work. However, if you do not have to work harder, you will have to learn to work smarter instead. So, today we will try to introduce some of the great things which you can do with the new Facebook pixel.
Let us get started!
1. Track More Values
The old conversion pixel left you with a limited number of options of tracking your website visitors’ behaviour. You could track registrations, checkout, lead, key page view and add to cart. That left a lot of other activities outside the scope of tracking, and limited your options for ad targeting and remarketing campaigns.
Now you can track even activities such as content viewing, adding to cart, completing payment details, adding to wish list and searching. This means that you can create a target group of people who nearly completed a purchase on your website but did not go through with it. With the right Facebook ad shown at the right moment, you could encourage them to convert to customers.
2. Optimise Your Facebook Ad Costs
Without the Facebook pixel, it was not very efficient to select CPA (cost per action) bidding for your Facebook ads. Now you can do that and create specific campaigns for newsletter sign-up, completing payment details, and any other type of action which you have in mind. You can really keep your costs under control and get a good ROI out of each campaign with the new Facebook pixel.
3. Create Custom Conversions
Whenever your website visitors complete a call to action, they usually get a ‘Thank You’ message at the end. It can be a thank you for signing up for emails, for completing a purchase, or a survey. With the new Facebook pixel, you can create custom conversions, just like custom audiences, based on the type of thank you screens you have prepared for your website. Why is this so exciting? It is simple: the Facebook pixel allows you to collect the data and create the conversion without using a Facebook ad – that is, without spending money.
4. Create More Lookalike Audiences
So far, Facebook has created your lookalike audiences. Now you are in control. Using the Facebook audiences, you can use certain behaviours on your website (such as adding products to the cart or the wish list) and you can create your own custom audiences for the purpose of more differentiated and more efficient targeting.
5. Create Better Remarketing Campaigns
The Facebook pixel can help you set up a list of people who visited your website and took no action (or did not complete a purchase). These people are prime targets for a remarketing campaign. This type of campaign usually has a high conversion rate, if you do it at the right moment. With the Facebook pixel, you will not be left guessing, you will know for sure what the right moment for remarketing is.
All in all, the new Facebook pixel is a powerful marketing and targeting tool and I am sure that, once you get the hang of using it, you will totally love it.