If there is one thing that I wish every small businessperson like you knew, it’s that you should have the Facebook Pixel installed on your website. Take a few minutes to read this, understand why, and add it to your site, and you’ll reap the benefits now and even more down the road.
I’ll keep this short so that you can get the Pixel on your site faster.
What is the Pixel?
The Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. In other words, it’s a line of code that collects data by tracking who visits your website.
How is it used?
If you currently run social media ads, or think that there is the slightest chance that you may ever, ever, run social media ads in the future, the Pixel should be on your site.* It takes your social media advertising to an exponentially higher level. You can create an audience to target for ads of people who have visited your site. You can target people who visit specific pages of your site. You can target people who used to visit your site a lot but haven’t looked at it in the past six months. You can build lookalike audiences of people who are similar to people who have visited your site. You can target people who started to buy your product but didn’t finish the checkout process. Overall, you have way more potential to tap into your advertising funnel.
But there’s more
You can also track the success of your advertisements much more effectively. Facebook calls these “conversions.” You can choose what your conversion is—someone registering for your event, sending you an inquiry, or buying your product. Or whatever you want. And then you can see how many people actually did those things after clicking on your ads. We use that with the Southeast Arizona Birding Festival. We are able to give an actual number of registrants that signed up for the festival due to our advertising strategy. So powerful and helpful!
Why you need to do it right now
The Pixel can’t start tracking until it’s installed. If you don’t have it on your site right now, then the people who are visiting your site now can’t be tracked. That’s why, even if you aren’t sure if you will ever want to run ads, you should still get the Pixel on your site right away. It will only take 5-10 minutes to do.
*But wait, there’s still more, even if you don’t want to run ads
The Pixel’s analytics are my favorite tool to use to measure my sites’ performances—I even prefer it over Google Analytics. So even if you don’t want to run ads, I would still suggest adding the Pixel to get to access to stats like how long people are staying on your site, the demographics of your users, how they are finding your site, and even auto-suggestions on how to improve your website flow.
Adding the Pixel
The easiest way to find directions on how to add the Pixel to your site, is to Google how to do it for your website provider (such as WordPress or Squarespace). I set up Pixels for free, so you can also send me an email with a request to add it to your site, and I can do it for you.
Here is a guide from Hootsuite with more in-depth information about the Pixel. You can also contact me to answer your questions.
Can you tell how much of an advocate I am for the Pixel? Let me know if you add it to your site, and I’ll send you some tips on how to best use it!