Today we will “pick” in such a concept as Facebook Pixel. This is an introductory article, it will be continued. Let’s just say this is the material that will lie at the base. The article will be followed by others that are not directly related to it, but have some relation to it. Naturally, all the materials will have certain links with each other and you will be able to read them in a certain sequence.
What is Facebook Pixel-we analyze in parts and pieces.
Let’s start from the beginning. There are three types of data:
First Party Data is the most important data for any business that somehow tries to exist on the Internet. This is the data of users who buy something on your site. It doesn’t matter what it is. Products, services, or inform
Second Party Data – data that is stored on the Facebook side – users ‘ interests, their data. Information that the social network facebook provides to businesses for targeting.
What is targeting?
Targeting is an advertising mechanism that allows you to select from the entire available audience only the part that meets the specified criteria (the target audience), and show the ad to it (according to Wikipedia).
Third Party Data – data from third-party information providers that provided data to the Social Network earlier, for example, information about the financial status of users in the States (now the policy of the Social Network is changing, and the data is not yet provided).
Facebook Pixel is a piece of code that has a unique identifier, it applies to the entire site. Installed in <head>Facebook pixel</head>, and it collects all the information about what is happening on the site, and transmits it to your account. This is if the most simple language.
When using Facebook Pixel, it is advisable to have some knowledge of the English language. Although if they are not – it does not matter. Online translators will come to your aid.
There are ready-made options for actions that are embedded in Facebook Pixel, you can create your own, which will track the actions of site visitors.
You can share a pixel, that is, send it to your business partners.
Go to Bisness Settings – Data sources – Pixels – Assign Partners – Enter partner bisness ID – here you can either view and analyze, or manage your account completely.
To clarify the partner’s ID, go to the Bisness info tab – it will send you its ID – you copy and paste it in the field above.
After you have transferred your pixel to another account, the accumulated data is not saved. You only have the ability to track what concerns the ad group.
You can transfer the audience to another account, but the transfer of such data must be coordinated, since this is first-level information, that is, First Party Data (and as we remember, this is the most important information for the company).
Facebook Pixel and implementation.
Install Facebook Pixel with the pageview option on all pages of the site and get:
1. Collecting audience by url.
2. Tracking user conversions by url-we put a specific link with a specific key here to track the user’s transition.
All data is sent to Facebook Analytics without exception, which allows you to create a specific audience, strictly segmented by a variety of parameters, starting with the age and geolocation of the buyer, ending with the amount of the check in your online store.
Special add-ons are installed to track conversions and collect audience by events:
1. Gathering audience by event;
2. Tracking user conversions by events;
3. Optimize ad delivery;
4. Working with Social Network analytics.
It is important to segment your audience by a certain number of days. A maximum of 180. Then you can finish off how convenient and necessary it is to understand and achieve a certain result.
Additional filters – you can monitor user actions on specific pages or track them by operating system. But with mobile, you will need the SDK and the work of the application developer, since events do not go by url, but by screens in the application and they need appropriate containers with keys and colors that will allow you to collect and analyze information.
You can track the audience that reads the blog and who was interested in the product/service, so as to encourage them to take actions in your interests-to increase their influence.
TRACKING CONVERSIONS BY EVENT
There are standard events that are already pre-configured in Facebook, that is, based on them, you can already create special events, configure the company-as necessary.
After you have created an event, registered all the settings, the system will issue a specific script that will need to be installed on the final product. This is used for standard events, and you need to choose carefully, that is, not to confuse attending an event and adding an item to the cart. After the script is received, it must be placed on the site.
How does a custom event differ from a standard one?
User data is used when additional data about user actions is required. For example, I visited a certain type of page or read blog entries on a specific topic.
The main task when building a custom event is to preserve the structure of the code – watch out for quotation marks, many people may accidentally forget to put them or erase them.
You can generate conversions based on standard and custom events.
PASSING ADDITIONAL PARAMETERS TO EVENTS
If this is an online store, we can get a lot of information about the product card: currency, unique product ID, characteristics, etc., that is, what exactly the user was interested in when he was on the site.
For example, WordPress independently prescribes all variables automatically, which greatly simplifies life, since the platforms interact with each other.
WHAT IS THE REAL BENEFIT?
1. You can collect data about customers.
2. Understand what they are most interested in.
3. Optimization of the advertising budget in the direction of its reduction – a refund.
This allows you to argue the audience on temporary and additional parameters, for example, those who buy only markdown, and those who buy only VIP.
You can also read articles about the social network Instagram.