If you’ve ever gone on Facebook and wondered how the heck the ads you’re served knew you were just looking for 另一个 new loungewear set during this pandemic, then we’re about to share a secret with you…
这都是因为Facebook像素.
什么是Facebook像素? 我们听到你问……
Well, it isn’t a mythical blob that travels around cyberspace, or a little square from a graphic. It’s actually a clever bit of code that unlocks a wealth of insight that you never knew you needed or wanted…until you got it.
通过在您的网站或特定网页上放置像素, you can collect data which can help you to optimise your ads, 推动更多的销售和衡量你的广告的结果.
我如何使用Facebook像素?
Facebook像素有很多很好的用途. If you’ve started to dip your toe into the Facebook ads water, then implementing Facebook pixels on your site is the next logical step for you.
Facebook像素有两种非常方便的用法:
- 转换跟踪
- 重新定位目标
How do I use the Facebook pixel for conversion tracking?
转换跟踪 monitors your website visitors’ behaviours. This can then be used to measure the success of your paid Facebook activity.
转换跟踪 also lets you track a user across all of their devices. 这通常会产生有趣的结果. 例如, 你可能会发现用户在手机上观看你的广告, 但还是切换到桌面进行购买. 这反过来又可以帮助你完善你的广告.
任何广告活动的一个重要结果就是ROI. Facebook像素, you can track when an individual who has been served an ad made a purchase, which campaign it belongs to and which creative performs best in terms of ROI. ROI is a really important factor for you to prove your spend to the “powers that be”. 有了Facebook像素，它的准确性令人印象深刻.
如何使用Facebook像素进行重定向?
通过在您的网站上实现Facebook像素, you are able to target users who have interacted with your business previously.
Facebook retargeting is very similar to remarketing available from Google ads. 唯一的区别是, instead of using the display network to serve your ads, 你的广告会出现在Facebook上.
基本上, a small bit of code begins to follow the user whenever they use Facebook, 然后你的广告弹出来, reminding them how great you are (and that they really need to make a purchase pronto).
You can segment your retargeting based on interactions or visits to specific areas of your site. These segments can be based on interests; meaning you can show your visitors ads that are likely to be of more interest to them (in turn, 这意味着你可能会提高你的投资回报率)。.
重新定位目标 can also help you to optimise your bidding approach, 为了最大化你的“热门线索”. It allows you to ensure you’re serving more ads to the correct people, instead of serving ads for a candy floss shop in Manchester to a diabetic in Portsmouth.
我如何在我的网站上实现Facebook像素?
好消息是，这很容易做到! Most web developers will be able to add Facebook pixels to sites in their sleep, so we recommend putting in a request with your developer if you’re a bit “code-phobic”.
You’ll just need to send your developer your Facebook pixel code, which can be found in ads manager.
If you’re using Google Tag Manager already and are comfortable with the interface, you can also add your Facebook pixel to your Google Tag Manager account by adding a new tag and using your Facebook pixel code.
Facebook’s step-by-step guide is really helpful for this. [http://www.facebook.com/business/help/1021909254506499]
What are the common Facebook pixel pitfalls (try saying that fast five times!)?
As with anything technical, there are multiple reasons why something may not work first time. 这并不意味着它永远不会成功. Here are some common issues we’ve heard or overcome ourselves:
1. If you don’t add the pixel ID correctly when setting up your tracking, 它可能导致多个“计算机说不”的问题. Double check it, and make sure you copy and paste the full code.
2. If you select to track conversion without selecting a currency or attributing a value, 你也会得到一个否定的结果. 再检查，再检查，再检查.
3. No signal - this can sometimes be an issue with Facebook itself. 你的像素可能会被完美地实现, so we’d recommend giving it an hour and checking back to see if the issue has sorted itself out (it usually has). 如果还是不行的话, there’s likely something amiss with the way you’ve added the pixel to the site.
4. Automatic events tracking alongside manual set up events can lead to double counting. If you’re unsure on how to toggle between the two, again Facebook has put together this handy guide. [http://www.facebook.com/business/help/555177831677798]
If you’re still unsure, we would recommend using the Facebook Pixel Helper. We like to think of it as Facebook’s answer to the old Microsoft Word paperclip - although not as cute, it’s a little helping hand throughout your pixel implementation. (顺便说一下, 如果有30岁以下的人在读这篇文章, 你根本不知道我们在谈什么!)
If you need a human helping hand with any of the above, 我们很想和你谈谈，看看我们能帮上什么忙. We’d say we’d love to go for a coffee, but we don’t even remember what coffee shops are anymore!t
如果需要任何帮助，请与团队联系. [http://phoenixdigital.agency/get-in-touch]
