How many times did visitors get away from the site before they contact you? How many times have you wished you could catch their hand before clicking x at the corner of the screen?

Let's say that on the website of your travel agency you present current arrangements, but your sale is not good at the moment. And the season is in progress! Would you like to knock on the door to all who viewed your offers on your site, such as the "New Year in Vienna" or "holiday in Barcelona" and did not click on the BUY button? Now you can do it with the help of social networks.

If your sales on the site have not yet reached the flywheel, and if you want to increase it in due time, you need a Facebook Pixel.

WHAT IS FACEBOOK PIXEL?

It represents a piece of code placed on the site to record who visited the site while logged in to this social network.

Facebook Pixel is not the creation of the 21st century, but it's actually originating from the very beginning of the Internet in the 1990s when certain users wanted to find out how many times their email was read. To verify this, they placed a 1x1 pixel thumbnail at the beginning of the message, sent it to a number of addresses, and waited to see in the analytics how many times the images were displayed, which was equal to reading that message.

However, today's Facebook Pixel can be used smarter. It not only provides information about how many people have viewed certain pages on your website, it also helps you to get them back to you again (remarketing). It is important to note that the Facebook Pixel is useful only in combination with advertising on the social network Facebook, and it is necessary to link them to your Facebook business manager.

Of course, the Facebook Pixel is not revolutionary; in fact, is very similar to Google Analytics as it collects data in an almost identical way. What distinguishes it from Google Analytics is that instead of the search engine, ads can be presented to users in a place where they spend most of their time - on the social network.

ADVANTAGES OF FACEBOOK PIXEL

You can use data collected using Facebook Pixel in various ways:

- Reach the target audience - if you want to contact people who have already visited your site and who are a little disappointed to contact you, the Facebook Pixel will take you to them! This target audience can be formed based on data collected using cookies and you can return to the next marketing campaigns. Moreover, Facebook also offers the option of setting up a target audience similar to the one that visited your site, and you can further expand this circle!
- Improve sales - Set the automatic bidding option for clicks from people who are inclined to buy your product or service and increase your sales.
- Analyze the results of your ad - An analysis of the success of your ads on Facebook can help you understand what ads you post and why they have succeeded or failed.

HOW TO ADJUST IT

Although the terms mentioned to an ordinary layman may sound unknown, because they do not know anything about encoding, advertising, target groups, etc., things are actually very simple.

In business settings, click on Pixels, create a new pixel, and link it to an ad account. Then open that new pixel and link it to the site by inserting a piece of code into the source code of your site. The code is active if it shows the green light, which you can check at any time.

HOW FACEBOOK PIXEL INCREASES SALES

After starting the Facebook Pixel, let it collect data for some time. The longer the time passes, the more useful information you can find.

So, for example, in the analytics you can see statistics about when users came to your site, which days they were the most, from where they came from, whether they found you on Google, social networks or directly through the site, and even through which device and with which operating system they visited (Windows, iOS, Android, desktop). All this information can be found in the review, while for a more serious analysis it is necessary to make the footprint through which users came to the site and visited the desired page.

When you create a new promotion (ad), you only need to use the audience that visited a particular page (for example, in the case of a foreign language school - a course in German or English) and launches a campaign. The rest comes all by itself.

Another great option is a lookalike audience that you can use for new sales, as well as conversion tracking - that is, the moment when a regular visitor of the site becomes a buyer - and therefore a cost-effectiveness of this entire advertising method.

Of course, all the information you receive is general and you will never receive information about the person's profile with the name and surname. You can only count on showing your ad to your target audience, which meets the given criteria in a given time period.

ASSISTANT FOR DETECTION PIXEL ON WEBSITE

If you want to keep up with the competition and check their way of reaching customers, you can install the plugin for the Chrome web browser, to detect pixel (Facebook Pixel helper). It is very easy for you to determine whether a website uses it and for which purposes.

Additionally, if it happens that a Facebook Pixel stops working on your site for some reason, you can easily identify it by regular checking.

When you are experienced in this business, these data should only be guidelines; however, for beginners in advertising on social networks, this can all be scary. Do not get scared! Facebook publishes useful tutorials for basic information and even offers tips for using pixel for marketing purposes.

Follow me on Twitter – @SrdjanKali.