In the featured podcast, I am joined by Adil Zuberi to clarify the differences between the old the new Facebook pixel programs. For those unaware, a pixel is a piece of code that is used to track Facebook ad effectiveness. The pixel allows for ROI optimization through the collection of analytics.
Facebook Pixels, the Old Way
In the past, Facebook used 2 different types of pixels – retargeting and conversion. You had to create two different pieces of code and place them accordingly on different pages based on what you wanted the pixels to track. However, Facebook integrated these features into a single pixel that is used for all pages.
The New Facebook Pixel and Standard Events
The new system of using only one pixel is much more efficient and user friendly. Only one piece of code is created and implemented. While there is only one pixel now, it has multiple uses. When you go to your Facebook ads account, click on Pixels. You will see the main pixel to place on every page on your site. For those using WordPress, there is a plug-in called Headers & Footers that will automatically place a pixel on every page. Additionally, if you’d like to track events such as Add to Cart, Complete Registration or Purchase, you would take the standard event piece of code and place it in the pixel, below the PageView piece of code. You can track all of these events in your Facebook analytics.
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