| Marketing Strategy 4 Min Read

One of the most exciting tools to come from Facebook for marketers is the Facebook Pixel. To skip the technical definition, the Facebook Pixel is a little snippet of code that gets added on your website. Once added, it continually collects data and insights about the behavior of users on your site. It helps track conversions like form submissions and purchases and reports all of this info back to Facebook.

From there, you can do things like creating custom audiences and get a better insight into what kind of person is viewing your site and what actions they’re taking on the site. This is valuable information because it will help streamline your marketing efforts and help hyper-target audiences for maximum ROI.

But, did you know that even if you aren’t using Facebook in your marketing strategy, you should STILL put the Facebook Pixel on your website?

Here’s a closer look at why and how you should use Facebook Pixel to maximize your marketing efforts right now:

Setting Up the Pixel will Help with Initial Trial and Error

For most FB advertisers, creating ads starts with a period of trial and error. Chances are, if you’re just starting out, you are not a Facebook Marketing pro. You need to test and see what works before you start seeing results.

An excellent Facebook ad includes numerous facets including a targeted audience, creative and enticing ad copy, vivid and eye-catching images, efficient use of budget, ad placement, and more. All of these factors need to be measured and tested to make sure you’re optimizing your marketing efforts on Facebook.

If you install the Facebook Pixel on your site BEFORE you start advertising, you’ll gain essential information about your target audience to help you skip some of the initial trial and error you usually have to go through when starting on Facebook.

What Kind of Data Will it Track?

The Pixel is a powerful tool that tracks specific events on your page. For example, the Pixel tracks when someone becomes a lead, fills out a form, makes a purchase, or visits a specific site on your page. The Pixel can even track what kind of device they are on and if they switch devices and go back to your site. By tracking the path that website users take, you can create specific Custom Audiences and Lookalike Audiences for your Facebook ad campaigns.

How to Use the Pixel to Create Audiences

The two main types of Facebook audiences you will use the Pixel to create are a Custom Audience and a Lookalike Audience. Here’s a breakdown of the two:

Custom Audience: This is a targeted group of people who have already interacted with your business in some way. The Facebook Pixel gathers information from people who have visited your site. You can even take it deeper and target people who have visited specific pages or people who have taken a particular action on those pages. This is an excellent way to build more meaningful ads with an audience who is already familiar with your brand and who have previously visited your site and showed interest.

Lookalike Audience: This is the next step once you’ve mastered the Custom Audience. The Lookalike Audience takes your Custom data and your ideal buyer persona data and extrapolates it to reach new audiences with similar habits. It’s a way to reach new people who have not heard about your business, but who are very similar to your existing prospects. Lookalike Audiences can be created by people who take specific actions on Facebook, people who watch your videos or like your page, or your own customer data. In short, it’s giving you access to a brand-new audience that is very likely to be interested in your brand and working with you.

How to Find Out the ROI?

Return on Investment is a key performance indicator that you definitely need to consider with Facebook Advertising since many experts recommend putting a significant budget on your ads, you want to make sure they’re converting.

The nice thing about the Facebook Pixel is that it can measure specific conversions. On the surface, depending on how your ad is set up, you usually only get to see things like impressions (how many times the ad was seen) and clicks (how many people clicked the ad). But, when you have the Pixel installed, you can track how many people filled out a form, made a purchase, or took another action on your site after clicking the ad.

You can even set up custom conversions if you don’t see a standard conversion that fits your needs. The main benefit of setting up conversions on the Facebook Pixel is to enable Facebook to track your efforts better and improve your ROI.

Think about it, Facebook is all about algorithms, and the more data you provide the algorithms, the more optimized your ads will be for results.

Conversions can also be assigned a dollar amount so you can get an even clearer picture of the money you are spending on Facebook Ads vs. how much revenue those ads are bringing in.

One Thing Remains – You Still Need a Great Website

If all of this Facebook Marketing info is getting you excited about bringing in tons of new leads, you’re not alone. Facebook is an exciting tool that many of our clients use to maximize their marketing budgets and to reach more clients and drive more traffic to their website. But for Facebook Marketing to be genuinely useful, you need a great website.

Getting leads to click to your page from Facebook is fantastic, but if you don’t have the content to keep them there, you’ll find that your conversion is low and you’re wasting money on clicks that never amount to anything.

When you have a website that is fully optimized, designed, and written to appeal to your target audience, you’ll find that the process is seamless, productive and successful. Prospects will see your ad, click your link, go to your page, enjoy the content and the user experience, and take the desired action you’re looking for. Everything has to work together.


Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.

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