You probably know how much your Facebook ad costs and you may know how many people clicked on it. But do you know how much your campaign is actually bringing in? How many conversions are due to each ad?
If you want to optimise your Facebook advertising campaigns, the Facebook Pixel will help you improve the effectiveness of your ads by accurately measuring their ROI (return on investment) and targeting their delivery.
The Facebook Pixel
The Facebook Pixel is an HTML code, generated by Facebook, that is placed on a website. This code allows you to measure the effectiveness of your Facebook ads by tracking your visitors' interactions with a website.
The objective of the Pixel is to better target your marketing efforts on Facebook by ensuring that your ads are delivered to the people most likely to act on your message. To do this, the Pixel tracks all conversions generated by your Facebook ads.
The Pixel is triggered by actions on your website, such as a simple visit, a purchase, sending a form, etc. All these actions are recorded by the Pixel and sent to your Ads Manager to allow you to use this data for advertising purposes.
However, if like most of our customers you do not sell directly on your website (if you use a plug-in or an external third-party website), your Pixel can only analyse data such as the pages visited or newsletter subscriptions. This does not allow you to measure conversions to the end, i.e. to an addition to the shopping cart or a purchase.
Top 3 reasons to use the Facebook Pixel
With the Facebook Pixel, you can measure the results of your ads and learn more about the traffic related to your products. This information is essential for fine-tuning your advertising strategy and creating ads that get the results you want.
1. Measure and track conversions
Thanks to the Pixel tracking, you know how your users interact with your website (or your product on a third-party website) after seeing one of your Facebook ads. You will no longer need to guess their actions, you will have exact statistics on page views, add to carts or confirmed bookings.
To take advantage of this data and track the final conversion steps, simply link your Facebook Pixel to your online booking system to receive the final steps taking place either on a booking platform or on the booking widget installed on your own website.
2. Optimise your ads for specific conversions
A conversion can be any action on a website (filling out a form, answering a survey, participating in a contest, making a purchase, subscribing to a newsletter, etc.). Your ad can therefore be optimised for any action you want on the site.
3. Optimise the distribution of your ads to those most likely to act
Using the Pixel opens up a world of possibilities when it comes to choosing an audience for your ads. There are 2 main strategies you can follow depending on your objectives.
1. Acquisition phase
The pixel allows you to create audiences that are similar to your current audience in order to acquire new customers. These personalised audiences allow you to expand your customer base by looking for similar profiles to the people who visit your products (same interests, hobbies, demographics, etc.).
For example, you can create a custom audience that includes the characteristics of your best customers or create an audience similar to the people who add your products to their shopping cart.
2. Conversion phase
To increase your conversion rate, you can re-target your current audience. This allows you to deliver personalised ads to users who have already interacted with your products.
You can target users based on the actions they have taken with specific objectives. For example, you can:
- Target users who have added a product to their shopping cart to motivate them to complete their purchase (you can show them the exact product they put in their cart or a similar one to entice them to buy).
- Target users who have visited your website to bring them back with new products or special offers.
How to use the Facebook Pixel to better target your audience
With Facebook, there are three levels when creating ads: campaigns > ad sets > ads.
- The campaign encompasses everything. It contains one or more Ad sets and has one advertising objective.
- The Ad Set contains one or more ads. Each set has its audience, placement, budget, etc. For example, there may be a set for each region/audience.
- The Ads distinguish between creative content within a set (e. g. to test a photo, video or different texts).
1. Campaign level
1. Creating a campaign
If you have never created a Facebook ad, go to your "Facebook Business Manager" > choose your ad account > "Ad Manager" > "Campaigns" > "+ Create"
2. Choice of a campaign objective
When you create a Facebook ad, you must choose a goal - the expected result of that ad. If you want to sell tickets for your next activity, we recommend that you use the "conversion" objective.
3. Choice of budget and schedule
You have the choice of a global budget for your entire campaign or a specific budget at the level of each ad set. If you choose the campaign level budget, activate the "campaign budget optimisation".
Then decide whether you are using a budget for a fixed duration of the campaign (e.g. CHF 200 for a 2-week campaign) or a daily budget for an indefinite duration (e.g. CHF 20 per day). Choose the start date and, if necessary, an end date.
2. Ad set level
1. Choice of conversion
You must indicate where the conversion will take place (website, app, messenger or whatsapp). If you want reservations on your own website, you have to choose the website. At this point you also need to choose your Facebook Pixel, which you have connected beforehand.
The Pixel allows you to choose a specific conversion event as the main goal, e.g. a purchase or a subscription to your newsletter.
2. Choice of budget and schedule
If you choose the budget at the level of the Ad Set, decide whether you use a budget for a fixed duration of the campaign (e.g. CHF 200 for a 2-week campaign) or a daily budget for an indefinite duration (e.g. CHF 20 per day). Choose the start date and, if necessary, an end date.
3. Choice of audience
The choice of audience is fundamental to properly target the distribution of your ad. In your Audience Manager you can create 2 types of audiences based on the conversion data sent to your Pixel:
- The exact audience: a group of people who have really interacted with your product (you can choose which web pages users must have seen or which actions they must have completed (purchase, add to cart, etc.)
- The lookalike audience: a group of people similar to those who interact with your product.
The lookalike audience makes it possible to target a much larger audience while still accurately targeting your ads. Facebook takes into account your users' profiles and looks for people with a similar profile in order to show your ads only to people who are likely to react according to your objective.
When creating your audience, you can also exclude audiences so that your budget is not misused (e.g. people who have already bought tickets for your activity)
5. Choice of placement
You can leave the automatic placements or decide for yourself where you want your ad to appear (on Facebook and Instagram).
5. Optimisation and delivery
Here you can choose what Facebook bases its optimisation on. This can be conversion, clicks or views of your web page, for example. If the campaign objective is conversion, it is advisable to choose "conversion" to measure your results.
Then there is the choice of the conversion window. The conversion (e.g. purchase) can take place 1 or 7 days after clicking on or seeing your ad. The choice is yours. We use a window of 7 days after a click and 1 day after a view.
3. Ad level
Select the facebook and instagram account you want to link your ad to.
Choose the format of the visuals you will use (image, video, carousel or collection).
3. Creative content
The creative choices for the ads are made here. The visual, title, description, text, destination, URL and button. It is interesting to create several ads with different content to see which one is the most successful.
You also select the main language of your ad and can add translations.
The last point concerns tracking. Don't forget to tag your destination URL under "URL parameters". Read this article to understand the importance of tagging your links in order to know the origin of your sales.
How to measure the effectiveness of your Facebook ads
When your campaign is ready and begins to circulate, you should carefully monitor the performance of each ad and make adjustments if necessary. Keep your objective in mind and focus on relevant results.
To do this, in your "Facebook Ads Manager" you can see the results of your ads in real time. For example:
- Check that the audience is large enough by observing the delivery data and impressions.
- Check the number of clicks on your ads.
- Check the conversion results.
- Make sure that the cost per result is not too high.
How to link your Facebook Pixel to Smeetz's ticketing service
Smeetz for Business is a ticketing and dynamic pricing solution that helps you better understand your ticket sales and optimise your online revenues. When using our booking solution, you will have access to all the steps of the conversion funnel, from a simple view to a purchase. Those are the conversion events tracked:
- View of a product
- Add to cart
- Initiate checkout
- Insert payment data
In order to use the Facebook Pixel to target your ads with Smeetz, you need to follow these 3 steps:
- Create your Facebook Pixel on your Facebook Business Manager
- If you have a website, install your Facebook Pixel on your own website: Facebook procedure
- Enter your "FB Pixel ID" in your Smeetz for Business Account > click on the squares on the top right > Integrations > Connect your Facebook Pixel ID
Conversions related to your products will be automatically sent to your Facebook Pixel to generate targeted ads. If you do not have a website, all conversions made on Smeetz.com will also be available to you.