How to: Use the new Facebook Pixel
Oct 03, 2016 - GROWTH
Transparent
Jorge Lopes

It’s come to our attention here at Moteefe that a few people have been having problems with the NEW Facebook pixel. Today we will solve your teething problems…


After debates, tests, and to be fair a bit of practice from our side we have decided that we actually quite like the new pixel. With only one number in this version, it’s a lot easier to use for tracking all of your campaigns and conversions; and additionally creating custom audiences is quicker. Moteefe is all about empowering our sellers, so we thought we’d make it super easy for you to get started with the new pixel and make more sales.

WHERE TO FIND THE FACEBOOK PIXEL


To find the pixel in Ads manager, click down, then look for subheading of ‘Assets’, underneath ‘Assets’ you will ‘Pixels’, please click on ‘Pixels’.

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INSTALL THE PIXEL ON MOTEEFE

On the Facebook pixel page you can create your own unique pixel for your campaign and give it an appropriate name that will make it easier to find later on.

First though, you will then need to get your pixel code, which can be viewed by clicking on ‘Pixel’ and then you will see the 15 digit number at the top right of your dashboard. This will be a 15 digit number, for example, 123456789012345, and is the number you can see highlighted in blue below:

 

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Now all you need to do is copy this number and input it on the Moteefe website. To do this you’ll need to go to your dashboard and click on the settings option (the cog) on your relevant, live campaign.

 

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A dialogue box will appear giving you a place to paste the pixel number and that is it.

 

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WHAT DOES THE PIXEL DO?


Now you’ve got the pixel set up correctly. You might be wondering how the pixel will help you make the most of your campaigns and maximise your ad spend.

Well, the new pixel can track up to nine events, which can be found on Facebook’s page, Here. On Moteefe, we track the 4 (below) most important events which are relevant to your campaigns.

Key page views (ViewContent) - For users looking at your merchandise on the campaign page.

Add to cart (AddToCart) - For potential customers clicking on the ‘Buy Now’ button to add a product to their cart.

Initiate checkout (InitiateCheckout) - This is your potential customer clicking checkout and preparing to pay.

Make Purchase (Purchase) - Now you have a customer! Someone loves what you’ve made, has bought a product, and is on the thank you page. This is the equivalent of the old conversion pixel.

Now you can trace the path of everyone that clicks on your link; track conversions (completed customers) or understand where and why people are dropping off and where in the purchase process.  For example if you are getting a lot of traffic to the campaign page but nobody is adding to cart, your price might be too high. Pixels will help you understand what is really going on.

 

NOW YOU ARE IN PIXEL USE...


Now you have everything set up, you’re ready to get selling. Once you launch your first advert, you’re going to see your pixel start working, which will trigger some events on your pixel dashboard, below is an example of what it will look like.

 

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Here you can see that 87 people have clicked the advert and viewed the page, 20 have added it to their cart, 14 have started checking out, and 9 have completed their purchase. From this data, you can work out conversion rates and work out exactly where and why people are stopping the purchase.

MORE ADVANCED TOPICS

Now that we understand what the pixel measures and we've mastered the basics, we can move on to something a bit more complex and a whole lot more useful. A key benefit of the Facebook Pixel is the ability to create new custom audiences based upon pixel data from existing interested Facebook users and completed customers.

Custom audiences are handy because they let you do three important things:

  1. Create a retargeting audience.
  2. Create a Lookalike audience (Don’t worry, this is explained below) for everyone who has clicked on your posts and viewed your campaign on Moteefe.
  3. Create a Lookalike audience for everyone who has viewed your campaign and then purchased a product.

RETARGETING AUDIENCE

Retargeting is an incredibly powerful tool that allows you to reach users that have already clicked on your advert but didn’t buy a product. This means that they are already interested in what you have on offer and gives you a second go at attracting their attention and converting them into a customer.

We recommend always creating a retargeting advert for these users. Taking particular care to exclude anyone that has already purchased  the product… Even though your product is great, they’re probably not going to buy twice, for example;

Pixel Retargeting

 

As you can see,  www.moteefe.com/test1 is the url for our campaign, so we will be targeting anyone who has visited the campaign page. We can then exclude those who went to the Thank You page, as these will be completed purchases and don’t need to be retargeted. The ‘/checkout’ URL represents the Thank you page for purchases and therefore means that users that have visited this page have purchased and should be excluded from follow-up adverts.

LOOALIKE AUDIENCES


Another incredibly useful tool is ‘lookalike audiences’ which will create new custom audiences based upon the people who have already interacted with your campaign. This lets you create a new audience based around characteristics that you know people who are already interested in your campaign have.


LOOKALIKE AUDIENCE FOR VIEWERS OF YOUR CAMPAIGN


To begin with, we’ll create a lookalike audience for people that have viewed your campaign page. This means that we’ll target users with similar interests and demographics to people that have already shown interest in your advert. When you are on the Facebook Pixel dashboard, click on create audience and then select ‘Custom Combination’ as your Website Traffic option. You can then paste the URL of your current campaign in the ‘include’ box, making sure to add anyone who has been on the website in the last 180 days. Now you just need to add a name for the audience, making sure you name is something relevant as it will help you manage your account in the future as you scale up your business.

 

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LOOKALIKE FOR YOUR ACTUAL CUSTOMERS

The second option is to create a custom audience based on actual customers. This will target Facebook users who have similar profiles to people that purchased your product. The process is nearly identical, except you will be further filtering the results to only people that have visited the ‘Thank You’ page after purchasing and paying for a product. This is achieved by filtering by contains ‘/confirm’, as all Moteefe URLs will always end with /confirm. This is demonstrated below, simply change the first URL to the URL for your current campaign and give the ‘Audience Name’ a relevant title.

 

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Final thoughts...


Although the pixel takes a bit of time to understand and use to its full potential, hopefully you can now see it’s not as complex as it might first seem. Just follow the steps above carefully. Most importantly, it’s worth learning how to use effectively so that you can start scaling your successful campaigns and increase your sales from 30 to 300! Good luck and, as always, the whole Moteefe team is on hand to help you out whenever you need.

 

 

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