Have you ever heard of the Facebook pixel? Ever wondered what it was?
In this article you’ll not only learn all about it but you’ll also see how to put it to work for your benefit. And trust me, there’s amazing benefits that go with it!
What Is The Facebook Pixel?
The Facebook Pixel is a very powerful tool that Facebook puts in our hands for free and that allows us to do all sorts of wonderful things.
It’s actually a piece of code that goes on your website, but don’t let the techie lingo discourage you. Read on and you’ll see what I mean.
The first thing I need to show you is how we got these sales from Shopify in January 2018.
We started as you can see with almost zero sales, and then went up all the way to sell $77,900 USD in January. That is a 12,598 percent over the prior month (when we started and sold almost nothing lol).
You can see at the top of the graph that this is January 1st, 2018 to January 29th, 2018 compared to December the 3rd to December 31st, 2017.
Now how did we do all these sales?
Basically thanks to the power of the Facebook pixel and Facebook ads.
Would you rather watch the video than read?
The Purchasing Process
So just to start from basics, we understand the purchasing ideal process, going in a straight line, without any issues, without any other products, without any hesitation from the buyer, where the person, after looking at a Facebook ad, would come straight to our website and they would look at the content that would show the product’s characteristics, the FAQ, the testimonials and anything that you have in the product page.
After that they would add the product to their cart.
After that they would carry on and initiate the check out.
And finally they would end up purchasing the product. And that produces the sales that we’re all after.
Now, all these events, as you can see in the picture above, can be tracked by the Facebook pixel, BUT they are tracked only if you set up the pixel in the first place.
Do I Have The Pixel Installed?
You need to go to your Facebook Business Manager, and in the top left menu (1) select All Tools (2), then Measure and Report (3), Events Manager (4) and finally select Pixels (5).
That’s going to take you to your main pixels page. In there you can tell if the pixel is already set up.
In this case you can see that the pixel is already set up and it’s working because we have a green light and it says that it last received information 20 minutes ago.
The number of events that it received so far is 31,500. And those events can be broken down into the same events that I mentioned before: page view, view content, initiate check out, add to cart and purchase.
For full instructions to install the pixel, see the end of this post.
What Can I Do With This?
These standard events, view content, add to cart, checkout initiated and purchase, which are the main ones, can be used to create custom audiences.
And these custom audiences can be of any duration between 1 day, 180 days, 360 days or anything in between, depending on the event.
This means that you will capture in your audience, for example, all people who purchased from your website in the past 180 days.
This, by the way, is on a rolling basis, meaning that tomorrow some people will fall off your audience (as they will have had purchased 181 days ago) and some new people will be included (people who purchased today, as today is now part of the past 180 days).
Powerful, isn’t it? Just like I told you.
Using another free tool that Facebook provides, called Audience Insights, we were able to analyze these audiences and see what type of people were accessing our website to view content.
Unfortunately for now, analyzing custom audiences with Audience Insights is not possible since Facebook removed that capability not too long ago after some privacy issues came up.
What we found out was that most of the people in our purchase 30 custom audience were women.
Although you can’t use Audience Insights like this anymore, you can still see these breakdowns, but only after testing, by using the Breakdown option on your Ads Manager screen.
Now, when I look at this type of information, and I see that most people buying are women, then I’d rather advertise to women, rather than waste my money advertising to men.
Can I Take This Further?
We can make the power of the custom audiences and the pixel go even further. If we have a “purchase” custom audience that is at least 100 people, we can get Facebook to extrapolate that and create lookalike audiences that are 1 percent of the United States Facebook population, for example, and give us a 2.2 million people audience that we can advertise to.
What’s interesting about the people in this lookalike audience is that they share very similar characteristics to the 100 people that have already bought from us.
Because they share similar characteristics, and I know that these original 100 people bought, then there’s a high chance that these 2.2 million people are also going to buy.
Of course it’s not going to be 100 percent of these 2.2 million, but you get my point.
What’s important is that we can advertise to a new audience that we didn’t have before, and that we know are very similar to the people who have already bought from us.
Even more powerful stuff!
So from 100 people in each one of the custom audiences based on the events described above, we can create new lookalike audiences (LAs) with 2.2 million people each.
The number of people in the LAs will depend on the country though.
The United States, having a large population, with high access to Facebook, will probably have a higher number than most other countries, but that’s something for another video.
So this is what you can do.
You can analyze the people who come to a website and who buy from you.
You can create custom audiences based on those people.
Then you can extrapolate to the population of a whole country and say you want 1 percent of the population of that country that has access to Facebook, etc., that has similar characteristics to the people that have already bought in the last 30 days, created into a lookalike audience you can use to show ads to.
And this was just scratching the surface at the power of the Facebook pixel.
In part 2 of this post, we discover lookalike audiences beyond 1 percent.
Of course you can do 2 percent, 3 percent and so on up to 10 percent, but what’s the catch there?
Warning: custom audience quality matters, so if you use a rubbish custom audience, you’re going to get rubbish lookalike audiences and it’s not going to work for you.
So it’s important to look after the quality of your custom audiences.
We also haven’t really talked about retargeting. So how do you use these custom audiences for retargeting?
Don’t miss part 2 of this post for the answer to these points. Click here to read it now.
For instructions on how to install the pixel, watch this video by Facebook themselves.
For instructions to install the pixel on Shopify, once the pixel was created, click here.
To learn more about Facebook ads, don’t forget to download my book “How to get clients fast with Facebook Ads, even if you don’t know where to start” right here on this page.
Hope to see you in my next post!