How to Setup Facebook Pixel Events for the Advance Setup Strategies
Sandeep Kumar
CEO @ ROI MINDS - ?? Driving 7-8 Figure Growth for DTC Brands | Performance Marketing + Full-Funnel Mastery
Being a marketing agency owner, I got a chance of working on Facebook ads for e-commerce stores and online businesses. One thing that makes a difference from an advanced Facebook marketing campaign to average is the utilization of Facebook event pixel. Mostly drop-shippers and e-commerce stores use the default pixel events like VC, PV, ATC, IC, Search, Add Payment Info, and Purchase. These pixel events are a very important one to track but they don’t track every behavior of your users. It’s important that you track as much as possible actions of the traffic so you can refine your media buying and creatives accordingly.
In this post, I’m going to share some advance pixel event tracking techniques which will help you build high-converting custom audiences and then lookalikes of the same.
You can use these audiences on three levels:
- Retargeting
- Creating LAAs
- Optimization at Ad Set level.
SO ANY OF THESE CAN BE USED IN ALL 3 AREAS ABOVE.
Also, I highly recommend using traffic analysis tools like hot jar and lucky orange on your website initially to see how is your traffic working. In addition, you need the help of a coder to implement these pixel events on the website. Let’s jump in:
?CAUTION??:
This is general advice, some can be used on some types of businesses and some not. Use your best judgment before applying!
Make a custom list or Event for the following list:
=> People who visit your pricing page.
If you want to add an extra here, you can use time. If they spend more than xx seconds/minutes on your pricing page, then it means they’re good prospects.
However, they don’t buy ?? which means you could retarget them with a different angle (either cheaper or add a bonus or whatever, you get the point)
=> People who visit your “About Us” page and spend a decent amount of time. Should you retarget them with an invitation to book a call? Are they more likely to convert? Should you create an LAA from those visitors? To be or not to be? ??
=> If you have multiple products on your store? Did they visit a specific one? Or a category?
=> People who customize the product (pick size, quantity, and other customizations)
=> People who click and watch your galley
=> People who watch your sales video and hit a milestone (ie. 1 min, 3 mins, etc)
=> Past customers that return to consume your product (if you have a course or a software)
even though they don’t “convert” on the spot, they have done it in the past and you can use them for an LAA or custom conversion
=> Free users and haven’t upgraded yet (useful for software)
=> Active users or Inactive users (all users minus active ones, you do this through exclusion)
=> Page Video Engagers (this is almost abused in the drop shipping world lol)
=> Recent customers (1-3 days) - offer them a new product (cross-selling)
=> People who visited your site at least 3 times (you do this through view content events + frequency)
=> People who have visited at least 3 pages on your site
=> Searchers (people who try to find the meaning of life??..
no lol, but real people who use your search bar are invested prospects!)
People who input on a form on your site (signup, contact, whatever)
(??massive??) CLICKERS - don’t forget to bind all your buttons to fire when people click on stuff
If you determine people who click a given button or visit a given page are more likely to convert, then you could make an LAA from that click or page visit to reach more possible customers
- Add to carts - good for LAAs
- Init checkout - good for LAAs
=> Do you have a weird funnel where people have to click a few buttons, then fill in a form, then submit, then do some other steps and finally sign up?
Track each of your steps and see if there’s a breaking point in your funnel where people drop usually.
There might be a technical issue or you’re asking for too much info or for something they don’t want to give (like a cc number).
Create custom audiences and custom conversions for each of the steps and optimize for those.
Segment by recency and sequence your retargeting
- 1-2 days then
- 3-5 days then
- 6-10 days.
You do this through exclusion (ie. one big audience of 2 days one, 5 days, etc). When doing 6-10, you do 10 days and exclude the 5 days one.
- EXCLUDE IRRELEVANT USERS
Have a great day on the WWW!
Web Development & Data Analyst
5 年Great post --- I've been using a combination of pixel action trigger/recording with a ifttt/zapier-like solution (in-house; for the API's I need) - and where an API is missing, I'm sure you know what can be done when data is available but it's not in a feed; my philosophy; if it's on screen, and it's structured, even just basic html' ANYWAY - perhaps we can talk; I'm not sure if we're aligned, you may be far more experienced than me (I've been running Facebook Ads since launch; I discovered UID's... before Cambridge Technica). Can't talk entrely openly here but I invite you to share your e-mail to discuss further-HOWEVER-if you are providing content, to build your authority - I don't want to disrupt this as I'm a very very discursive and disruptive thinker and will likely distract you.