Measure, optimize and retarget through Facebook Pixel.
Let's start saying that if something can't be measured, then it doesn't exist. I hope this is your mantra as well...with online marketing we can't afford to run campaigns and allocate budget without properly tracking performance.
The Facebook pixel is a simple piece of code you need to install on your website that will allow you to measure, optimize, build audiences for your campaigns. Furthermore the pixel is fundamental for the remarketing activities.
How does it work?
Imagine you have online shop and your customers are supposed to buy your products. Every time the user is performing an action on your website, for example buying a product, the Facebook pixel is triggered and you will understand that the user bought the product after seeing the Facebook ads. If the user visited your shop and didn't proceed with the purchase, the pixel will allow you to target the same user and continue to show your ads by using Custom Audience. When you start to collect more and more conversions, the smart Facebook pixel learns to look for users who might have a similar profile and/or interests. In simple words: the synchronization between a website visitor and Facebook account will allow the platform to retarget those users with relevant ads.
After you install the Facebook pixel, I recommend to download the Facebook Pixel Helper extension on Chrome to check whether the pixel fires in a correct way.
One thing worth to mention: Facebook pixel doesn't do the retargeting for you, it simply represents the foundation for the retargeting you choose to do. It is absolutely up to you to tell Facebook how and what to target.
How can you use the Facebook Pixel?
Show the right ads to the right people: you can find new customers or retarget people who have already been on your website.
Measure the performance of your ads: you can evaluate how people react to the ads you created.
Increase your sales: with automatic bidding, you can reach people who are more likely to perform the desired action on your site.
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