When advertising on Facebook and Instagram one of the first things I do is install the Facebook Pixel. The Facebook Pixel is how you can optimize and measure post clicks data from Facebook and Instagram advertising. You can install this code on your website fairly easily. Whether your website is set up with WordPress, Squarespace, Shopify and more.
Without the pixel installed you cannot optimize your advertising campaigns to landing page views or conversions. When optimizing towards website clicks without the Facebook Pixel installed you can only optimize towards link clicks. A link click only guarantees that the user clicked on the link in the ad. It does not guarantee that the page loaded or that the user did any of your desired actions on the website. This means that all the traffic that you are paying Facebook for could never even load your website. However, once you have the pixel installed and you optimize for conversions or landing page views, you can have Facebook find people who will spend time on your website and do the actions that you are looking for them to do.
Refine Your Audience
When you have the pixel set up you can enhance your audience targeting with custom audiences. Custom audiences are people who visited your website, or took a specific action on your website. By installing the Facebook Pixel you can reach those people or even better use what is called “lookalike” audiences. Showing your Facebook and Instagram ads to new people who look like people (in terms of behaviors, interests, and demographics) that look like people who have already visited your website or even bought from you in the past is a real game changer. You can even create an ad specifically targeting people who visited your website a certain number of days in the past. For instance, 30 days or 45 days and those are the ones who are likely to convert.
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