With the 2018 Facebook Organic Reach Apocalypse™ impending upon all of us, many social media managers are wondering what to do differently.

Businesses, churches, authors, and brands are realizing that they may need to start utilizing paid advertising for their Facebook strategy. Because of this, lots of people are trying to figure out where to start. One essential tool is the Facebook Pixel.

What is the Facebook pixel?

The Facebook pixel is a line of website code, installed in your HTML header. It helps make your Facebook ads effective by giving you information on what users are doing on your website, and who is coming to your website.

The Facebook pixel:

  • Tracks activity on your website (page views, forms completed, registrations, purchases, etc) from people who have viewed or clicked on your Facebook ads
  • Keeps up with visits and visitors to your website, which allows you to build audiences to advertise to in the future
  • Can help you build an audience of people similar to those who visit your website (lookalikes)

Why would I need to track user activity on my website?

If you’re doing a Facebook campaign (or boosted post), tracking the actions users take when they get to your website will allow you to see if your ads are doing their job.

Are you looking for event registration? A standard event in the Facebook Pixel can tell you if visitors from your ad have completed registration.

Are you trying to collect email addresses through a form on your website? The Pixel can tell you how many of your visitors have completed the form, and which ads and audiences they came from.

Selling products? The Facebook pixel can tell you which ads or audiences are doing the best at creating clicks to your website, but also the ones that are leading to sales.

The power of audiences

When any user visits your website, their activity is monitored by the Facebook pixel for future advertising possibilities. So, even if you’re not advertising today, installing the Facebook Pixel will allow you to start collecting audience data for future advertising possibilities.

For example: You may have built a loyal following on your blog, but you may not have a way to communicate with people whose email address you’ve never gotten. Facebook can create an audience for you in minutes. You can then target this audience with product or event details, and be confident that the audience is already familiar with your brand.

If you’re a church and you want to advertise an event to non-church members in your community, you can use the Facebook Pixel to save money. How’s that? You can exclude anyone who’s visited your website before to make sure your impressions aren’t being spent on your own church members or people who already know about your church.

You can also ask Facebook to create an audience of people who have similar demographic and web activity traits as people who visit your website. A lookalike audiences takes these actions and characteristics of your web visitors and finds similar people.

Be more effective

The bottom line—the Facebook Pixel’s job is to make your advertising more effective by finding the right people to advertise to and to track if your ads are accomplishing their purpose. To get started with setting up the Facebook Pixel for your website, visit https://www.facebook.com/business/a/facebook-pixel.

Kyle Brogdon

Kyle is an experienced marketing and communications strategist; having developed and managed social strategy at an Atlanta-area hospital, a state university, and several churches and ministry organizations. He is the senior integrated digital marketing strategist at LifeWay.