Add the Facebook Pixel to measure your ROAS
The Facebook pixel isn’t some new and shiny tool that Facebook has just added to its ever-growing platform. It is, however, something that companies are overlooking and not integrating within their social media strategies.
First things first, what’s a pixel?
The Facebook pixel is a code that you place on your website. This then collects data that helps you track conversions from Facebook ads and create custom audiences for future ad campaigns. It also allows you to remarket to those who have already taken some kind of action on your website to drive more conversions. This could be a booking, a purchase, making contact plus many more.
It’s not only Facebook that offers this integration so if your strategy sits more on LinkedIn and Twitter they also provide a pixel code you can add to your website.
Once your code is live it’s time to set up some custom conversions. With these, you’ll be able to attribute a value to the action people are making on your website. Say it’s making a booking to your restaurant and a typical booking is for 2 people, with the average spend per head being £35.00, your conversion could be assigned the value of £70. Adding a conversion ad to your Facebook ads manager will allow you to track the return on advertising spend (ROAS) for each of your campaigns. With this set up you’ll also be able to track organic conversions in your events manager.
One of my favourite features (geeky I know) is taking the data from your pixel and segmenting it to create custom audiences to target those that have engaged with particular ads or made action on your website.
The Facebook Pixel is now no longer something that’s nice to have but something that all businesses should be implementing if they have an advertising strategy in mind. It will support with your budgets and also allow you to streamline and measure what is actually converting into a relevant call to action for your business.
If Facebook Pixels aren’t your thing and you’re not sure on what your advertising strategy for the future is, then we’re always happy to advise – even if it’s to support you to run them yourself. Get in touch and I’ll do my best to make it clear and simple!
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