Boosting the capabilities of the Facebook pixel

At the beginning of working with our clients, the Facebook pixel was not configured in most of them, and some still needed to install it. In this article, I will tell you how to extend its capabilities for cooler results in facebook ads.

1) Delay the triggering of standard events, primarily Page views

We know that Page view accumulates all visitors to a page, most often used for normal retargeting of these users, without taking into account actions on the site.

However, if you set up a script that will trigger an event 5 or 10 seconds after the page is opened (you need to look at the average duration of the visit so as not to put the script triggering at the time of the real end of the session), you will accumulate a much more motivated audience.

2) Combining audiences based on accumulated events

In 99% of cases, having set up a conversion event, for example, a lead, you will try to make it into a look-a-like, or in extreme cases, you will set up retargeting.

Feel free to combine multiple audiences accumulated by events into one group for customization. And if you use point #1 from this post beforehand - you may be pleasantly surprised by the results.

3) Use more events

Facebook has several standard events; a detailed list of them can be googled. Of these, one standard one is the one described in point #1 of this post. In the lucky cases where I've come across a customized pixel, it contained one, at most, two events.

Expand the possibilities for multi-step retargeting, taking into account the user's behavior on the site. Capture all possible actions: visiting a page, clicking buttons, moving a product to cart, opening a consultation form.

4) Events are not all that the pixel is capable of doing

Few people know what to do if you have a lot of conversion targets on your site, standard events are over, and how to mark up even more conversions to accumulate audience?

This situation can arise only in the most experienced users of Facebook ads, who have already used the potential of the pixel by 80%, but this is not all of its capabilities.

Facebook pixel is able not only in events, but also in the parameters of these events. That is, the lead event can have as many parameters as you want, like lead_1, lead_2, lead_3, and so on to infinity.

Unfortunately, the Facebook pixel itself does not show parameters as a separate type of events within the standard events, but they can be tracked by setting up a simple script based on google tag manager (which every experienced digital marketer should be able to do).

As conclusion, I can recommend diving into the Facebook pixel as deep as your project requires. Believe me, it's worth it