Facebook Tracking Pixels Explained

Published: 09/07/2015 - 05:37

Facebook Tracking Pixels Explained - Audience Pixel VS Conversion Pixel

If you are new to Facebook marketing, you might me wondering what the audience pixel is and what it does and what the conversion pixel is and its role in your Facebook ad campaign.

Simply put,the audience pixel is a way to isolate your users into different 'groups' or 'custom audiences' depending on where they landed on your website.

For example, if your website has 20 pages, and one page is about your 'services' then with audience pixel you can find out all the website visitors who had visited your 'services' page and then you can use this 'group' or 'custom audience' to display a specific ad about your services.

Conversion pixel on the other hand is a way to track your ad performance.  

For example, after you setup a Facebook ad and drive traffic to your landing page, if the user takes the action of 'sign up to newsletter' or 'purchases' whatever was offered, the 'conversion pixel' is placed on the 'thank you page' to track the portion of visitors who have become your leads or customers.  This way the Facebook ad platform will be able to calculate your ROI on your marketing expense.

Here is a quick overview on the two Facebook tracking pixels.

You have ONE audience pixel per account, you want that on every page on your site.  If you are using Wordpress just put it in your html template file so every user gets 'pixled' or 'cookied'.  

Now, at a later time if you wanted to 'filter' only people who visited page x...you can create a 'custom audience' and FB will show you all users that have visited that page - max 180 days.

Remember there is ONLY ONE audience pixel for your account.

You can find your audience pixel by going to 

  1. Ads manger > Tools > Audiences
  2. click on any 'custom audience" you have created (not look alike/saved) if not create a new one.
  3. Now click on the custom audience name - on the right side you will see "Pixel Name / Pixel ID"
  4. This is the ONE audience pixel per account.
  5. Put the Audience Pixel on every page, of every website/Web 2.0 property you manage..

That's it for audience pixel - once this pixel starts getting tagged to users you can create a new 'custom audience' per domain, per url etc. and target those users for your campaigns.

Now, Conversions pixels can and will be many, based on your campaign and the user actions you want to track.

For conversion pixel go to

  1. Ads manager > Tools > Conversion Tracking
  2. Right side top 'create pixel' this will generate a 'new pixel id'
  3. Use this pixel to track specific actions from your campaign - this helps with figuring out ROI.

 

Here is a example of how conversion pixel is setup - per campaign.  

Let say you have a campaign to capture leads and then sell something to those who have entered their email.

Your setup will be something like this

a) Landing page with the lead capture form - this is the page you link to from your ad.
b) Once the lead capture form is filled out in step (a), you send the visitor to a 'thank you page' plus you make an 'offer' to purchase something.
c)  If the user purchases your 'offer', then you send them to a 'thank you for your purchase page'.

Now if you drive traffic to your landing page (page a) you need to add a 'new conversion pixel' to page b (lead capture thank you), and a separate new Facebook conversion pixel to page c (thank you for your purchase page).

Once these two Facebook conversion pixels are added to page b and c, your Facebook ad campaign will calculate your costs per click to drive traffic to your landing page, and cost for acquiring the lead and customers who make a purchase. (note: you'll need to use power editor to track 2 conversion pixels from one Ad)

That's pretty much it for tracking pixels in Facebook.  In summary, there is ONE 'audience pixel' to cookie all website visitors, it doesn't matter if you have one website or 100 websites, you use the same audience pixel.  The conversion pixel is unique per Ad to help you calculate your ROI on Facebook ad spend.

 

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