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Facebook Pixel: Why should you measure data?

How does it Work

Facebook Pixel helps to create a technical basis for retargeting and optimize campaigns for conversions.

At the end of 2015, Facebook launched the Pixel. Until that time there were different (custom audience and conversion pixels). Many wonder what this pixel is actually useful for. The counter question on it should be: "Why make online advertising at all, if you do not want to use tracking features and the acquired data?"

Why capture data at all?
The advantage of data collection is that advertising campaigns can be targeted very targeted.

For example, with " retargeting " you pick up customers who left during the buying process. The pixel helps to find out who has broken off such a buying process and who can then use a retargeting campaign sensibly.

You also get demographic information regarding gender, age or place of residence. This allows you to set the advertising much better to the desired audience.

In order to avoid negative or legal consequences, you should always inform yourself about the legal basis for a secure website that collects data for advertising purposes.

Here is a checklist for a legally compliant website in Switzerland.

What can you measure with Facebook Pixel?
Basically, you can measure everything that can be measured on the Facebook page of a business or person, such as every click, contact form or call.

Facebook itself offers the following standard events:

How do you implement the pixel?
First you have to get the code for the pixel on Facebook.

The Facebook pixel is obtained by logging into the Ad Manager and clicking on the "Pixel" item in the navigation. Then you get a simple step-by-step instruction for the different ways of incorporating the Facebook pixel on the website.


Then there are three ways to implement the pixel. Either it can be installed manually in the website code, through a tag manager or the website is hosted on a popular website platform such as WordPress, where it is installed via plug-in.

1. This is how manual installation works
The pixel is written in Javascript and communicates directly with Facebook. Every Facebook account has exactly one pixel. This is installed in front of each page of the website.

2. This is how it is with the Tag Manager
The exact instructions for implementing the Facebook pixel with events can be found here .

3. This is how it works with the plug-in
Facebook offers a ready-made plug-in to upload the pixel directly to Woocommerce. The instructions can be found here .

With such installations you do not have to struggle with codes and are available for every popular CMS system on the market.

Special features:
Depending on the measuring need, such as if you want to measure the parameter "Added to cart", you can adjust the pixel with the function " AddToCart ". That would look like this:

How to control the installation and measurement of the Facebook Pixel?
To check whether the Facebook pixel measures correctly and has been installed correctly, you use the Google Chrome plugin:

The pixel helper will also show if the pixel is properly installed, both when manually installed and with the Google Tag Manager or plug-in.

An additional control is obtained by creating an advertisement.

At the ad group level, you can choose to convert. If the button now lights green next to it, the measurement works. With red you have to check both the pixel and the desired event again, if they have been installed correctly.


Conclusion
It does not bring Facebook advertising (as well as Google AdWords), if you have not set up the tracking on the website or wrong. In the worst case, you lose thousands of francs and do not even know what it was. Only after the tracking works correctly, you should start with the creation of campaigns.

For our customers we work out an individual tracking plan. It is important that the customer himself deals with his goals. Only in this way can targeted campaigns be created that contribute to the success of a company.

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