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Facebook Pixel allows you to measure the effectiveness of paid advertising that you may be doing on Facebook. Facebook Pixel allows you to track conversions, optimise your adverts for conversions and also build up audiences based on your sites visitors.

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:

  • Make sure your ads are being shown to the right people
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

Using Facebook Pixel

Facebook Pixel can be used in many ways to help drive conversions, optimise your adverts for conversions and target visitors who took particular actions on your site. If you haven't already, you'll need to create your Facebook Pixel. Visit Pixels section of the 'Ads Manager' to get started. Once in the Ads Manager click on the 'Ads Manager' menu in the top left and select 'Pixels' under the 'Assets' section.

Creating an Audience

An example might be that you want to display adverts to those people who started to booking a property but didn't finish the process. To get started we need to create an 'Audience' using the Pixel data. Navigate to the Facebook Ads Manager and go to the 'Pixels' section. From within the 'Pixels' section click on 'Create Audience'.

We want to build up an 'Audience' of those guests who started to checkout but didn't convert. We need to change the 'Website Traffic' to 'Custom Combination' and then change the inclusion from 'URL' to 'Event', we want the event to be 'Initiate Checkout'. You could change the days so that it targets those who abandoned the checkout within 90 days instead of the default 30. To finish just give the Audience a name and click 'Create Audience'.

After we've created our 'Abandoned Audience' we can then create an advert to target this 'Audience'.

Creating an Advert using Facebook Pixel based Audiences

With your Audience created from your Pixel data you'll then want to navigate to the Facebook Ads Manager homepage and click on 'Create Ad'.

We'll want to set the Objective to 'Conversions' and give the Campaign an appropriate name such as "Convert Abandoned Bookings".

We'll want to set the 'Conversion Event' to 'Purchase', don't be alarmed if it says "Your ad may not be optimized for conversions", it may be that you've only just integrated your Pixel.

Next in the 'Audience' section we'll want to click into the 'Custom Audiences' select box and select our Audience we created earlier using our Pixel data.

We'd recommend leaving the other Audience fields unrestricted since the Audience should already be a fairly concise group of visitors. There shouldn't be any need for additional location/gender/demographic based filtering.

From here you'll want to continue setting up your Facebook Advert - Once finished your advert will be automatically shown to those visitors who fit the 'Audience' created using your Facebook Pixel data.

SCRUMPY has advanced integration with Facebook Pixel to help track the following ' Standard Events':

  • Enquiries (Lead)
  • Viewing Property page (ViewContent)
  • Bookings starting to be made (AddToCart)
  • Bookings in the process of being made (InitiateCheckout)
  • Successful Bookings (Purchase)

Please don't hesitate to contact us if you have any questons or queries