Facebook has announced a new updated version of Custom Audience and Conversions pixels. If you like, a new ‘mega’ pixel that does all the communicating between your website and Facebook in one easy move. As the marketer of your business is this good news or yet another drain on your time?
First of all, don’t panic if you still using the original pixels. Facebook have been vague on the mandatory move across to the new pixel but it will be sometime later in 2016, so no immediate rush to do anything.
But should you be making the move now, wait a while, or even ignore it all together?
To make an informed decision let’s understand what these pixels are and why they can be so important in your marketing. A pixel is effectively a small piece of code or web beacon that is triggered to indicate that a user has successfully completed a specific action. This could be read a web page or make a purchase or register for your webinar.
There were two separate types of pixels on Facebook:
Custom Audience pixels were used to create lists or audiences of people who had visited your website or certain pages on your websites. Creating an audience of people dropping by your website gives you an enormous opportunity to ‘remarket’ to your web visitors eg You can trigger off a specific Ad such as “I see you read our blog about the new Facebook Pixel, so we thought you may enjoy our step-by-step-walk-through to get you started.”
Conversion pixels had two functions. To track conversions and optimise advertising campaigns. To know if your marketing spend is working you need to know, down in the detail, if your money is bringing-in opt-ins, sales, or registrations.
Conversion pixels, to the penny, measure your marketing spend against actual sales or sign-ups. So as an example you spend £50 on a Facebook ad driving traffic to your on-line shop. This pixel would be placed on the ‘Thank you ‘ page of your website, so only those that had successfully purchased would ever reach this page, and be monitored by the pixel. Exact ad spend pitched against exact sales.
It all sounds good so far. So why has Facebook made the change to one robust pixel?
As Facebook kept improving their ads platform and the complexity of multiple product sales pages increased, these original pixels were slowing down page opening times and the reporting was not detailed enough. Advertisers not only needed to know about revenue but also individual products sold, shopping carts abandoned, essentially more about buying the behaviour of their website visitors.
So in effect, Facebooks new robust pixel has been developed to iron out the SEO problems of slow page opening and give their advertisers better reporting capabilities.
So there are definite advantages of the new pixel….
NEW pixel is unified. Each ad account now has only one pixel code associated with it. You can install the same pixel code on multiple websites but still track the results separately. In fact you have access to more ways to track your results as you now have up to 9 different standard events you can track.
Loading x3 faster – which obviously improves your SEO and stops any pixels conflicting with each other.
According to Facebook…
So this all sounds too good to be true. One pixel. It must be so easy to load and use? Right?
Well, yes the new base code of the pixel is really simple to add to each page of your website. But then the simplicity stops. As I’ve already mentioned you can now monitor up to 9 different conversion actions, and add extra unqiue parameters to these. For example you could now monitor the download of a brochure for the New Elemis Pro Collagen Eye Gel and sales at £75/unit, plus build an audience of those who abandoned the cart.
This level of knowledge is gold-dust to help you create bespoke remarketing campaigns that will ignite your return on investment.
So what’s the cost or down-side of the new pixel? In my opinion the level of detail amending the base code to track conversions, to take account of all you need to measure on any web page, will put some business owners off.
It really shouldn’t.
As long as you can ‘copy and paste’ the seemingly technical skills required are really quite simple and worth your time. Yes, you have to be organised. Yes, you have to learn (or outsource) how to set-up custom or standard conversion tracking markers, but teh rewards are infinite.
This is an exciting development in the fast changing world of Facebook marketing. Don’t be hood-winked into thinking you’ll postpone getting involved. Why would you wait to get the rolls royce version when it’s available right now? You can link your whole on-line marketing together, giving you unrivalled facts, insights and marketing opportunities.
The new ‘mega’ pixel, as we’re calling it, is most definitely your friend.
To discover the full power of Facebook Marketing read our 15 (Exciting) Reasons To Master Facebook Marketing here.
Shout if you need any help getting started, or have a look at short guide we have put together here