The Facebook Pixel allows you to automatically create custom audiences of users who have visited and/or taken specific actions on your website (i.e., filled out a sign-up form, visited a product page, etc.). These audiences can then be used to create highly segmented retargeting lists.

I still hear from Facebook advertisers who aren’t currently using the Facebook pixel — or aren’t using it to its full potential. Excuses range from confusion and intimidation to ignorance regarding whether it’s needed at all.

Is the Facebook pixel needed? Heck yeah, it is. For every reason imaginable.

Without the Facebook pixel, you’re limiting yourself from the most popular targeting options. You aren’t able to accurately track conversions (how in the world do you without the pixel?). You can’t optimize for conversions. You can’t do any of the fun stuff.

You know… the fun stuff that leads to measurable results.

The Facebook Pixel allows you to utilize the following…

When the pixel is on your website, Facebook knows when someone visits. They know what page they visited and when. As a result, you can create some pretty amazing audiences.

1. Website Custom Audiences

Everything on this list is important, but I would have a fraction of the success I’m having with Facebook ads without Website Custom Audiences. They are amazing.

– All of your website visitors during the past 1-180 days
– People who visited a particular page or group of pages
– People who visited a particular page but not others
– People who visited during the past 180 days, but not lately
– People who executed certain events X number of times or valued at X dollars
– People who were within the top 5%, 10% or 25% of most active visitors

2. Standard Events
With Standard Events, you can inject a little bit of extra code on specific pages to tell Facebook that a general type of event happened.

Standard Events include the following:

– Search
– View Content
– Add to Cart
– Add to Wishlist
– Initiate Checkout
– Add Payment Info
– Purchase
– Lead
– Complete Registration

3. Custom Conversions
Since the pixel is on your website, Facebook knows when someone visited and what page they visited. As a result, you can define what the purchase of a particular product is by simply telling Facebook that URL.

4. Conversion Tracking
Now that you’ve created Custom Conversions and/or Standard Events, Facebook knows what a conversion is based on activity on your website. So if anyone hits those pages with Standard Event code or that were defined as a conversion with Custom Conversions, Facebook can report that back to you.

First, you have to be sure to tell Facebook to track conversions. I have no idea why you wouldn’t, but do that when creating your ad…

5. Conversion Optimization
If you don’t create Standard Events and/or Custom Conversions, you also won’t be able to optimize for conversions…

6. Dynamic Ads
If you have a big e-commerce site, you need the pixel. It’s a must.

7. The Total Package: RESULTS
The bottom line is this: If you don’t have the Facebook pixel on your website, you have an uphill battle. Your targeting is second-rate. Tracking your results is damn near impossible. You can’t optimize for the action you actually want.

And that’s bad. I want you to have success. And without the pixel, you’re making it extremely difficult for yourself.

Let us help you with using the Facebook Pixel.