The Most Underrated Facebook Ads Optimization

Your Facebook Pixel implementation might be blocking you to get the highest possible outcome from Facebook Ads.

So we will be diving into what it’s exactly is and why it’s an absolute must if you are after an action which takes user off-Facebook.

What is Facebook Pixel?

The Pixel is a piece of code that you install in the backend of your website and it tracks users activity when it leaves facebook and interacts with your website. And passes back details of their identity, activity inside the website. So it’s important to install it universally on your website for the following reason.

Why it is a must!

• The pixel instructs your ad. It passes back data to Facebook to help it optimize for whom to look next. So if it gets right data then Facebook will better predict whom should they show the ad next.
• It lets you measure user’s off-Facebook activity. Every minute details can be tracked by this code like “how many people visited a page”, “how many people clicked on the certain button”, “how many people converted” and more.
• It lets you build better lookalikes if you install it with the right variables.
• It lets you optimize towards the right action.

But just adding the Facebook pixel on your website isn’t enough.

You need to make sure it is implemented perfectly.

Facebook Pixel implementation principles

It’s not enough to have the Facebook pixel installed on your website but it needs to be implemented properly. 

Use Standard Events

Ensure you use Standard events, not the custom events.

Let me explain it to you why that is

Facebook says -

“Standard events are predefined actions that we recognise and support across ad products”

So basically they are presets that you can add in Facebook pixel. So what you need to make sure that if any add to cart is happening in your website then you need to use standard Add to cart event.

The reason you need to use standard events is that millions of other advertiser are also standard events. Which means billions of people are browsing the internet they are constantly triggering facebook pixel on others website so Facebook now understands the type of behaviour that it’s tied to these presets. As a result, if you are now optimizing towards Purchase as a standard event, Facebook knows people are purchasing on other websites and now it knows that you are telling it that you want this preset as well.

So when you use custom conversion Facebook doesn’t know what that action you are after and can’t use historical competitor data to help optimize towards your data. 

But when you use standard event then Facebook can take advantage of historical advertiser pixel data.

Make sure it is placed universally

This is very simple. Make sure every page and every important action on your website is pixeled.

It must trigger representative actions

Ensure that pixel fires accurately represents the action being performed. Also ensure there is no misfire, duplicate fires, spelling mistake with standard events.

Passing back parameters

Ensure that events pass back information around that specific event. Pass on information like quantity, currency, value, content name. The goal should be to pass as much information as you can.