If you ask yourself, what are the important factors in determining the success of a paid campaign? You might begin to list things like attractive copy, high-quality imaging, or adequate budget, and you wouldn’t be wrong. But after these are worked on and established, and after the advertisement has run its course, there is one thing you will need above all others, and that’s data.

What’s a Facebook Pixel and What Does It Do?

The Facebook pixel is a universal code unique to your ad account that allows traffic across websites to be tracked by Facebook. How does it do this? Imagine a subway turnstile, as each commuter passes through the gates they are counted, giving the operating company an idea of overall traffic on their train lines. The Facebook pixel operates as a digital turnstile. By installing it on all website pages, you give Facebook the ability to track user activity as they enter the site, giving each user a unique ID that can be used for a multitude of purposes.

What Can You Use Facebook Pixel For?

The ability to track your visitors allows you to create custom audiences through Facebook’s intuitive Ad Manager. These audiences can be useful for creating remarketing ads and can be further customized to include or exclude audience members based on a number of factors. For example, thanks to the data provided by the Facebook Pixel, you could create a custom audience of people who visited your Products page within the past 15 days who did not visit your About page.

Conversion Tracking:
One of the most useful features of the Facebook Pixel is the ability to track conversions. When running a paid campaign on Facebook you could have any number of conversion goals. Trying to drive ticket sales? With the Pixel installed, Facebook Ad Manager will report which campaign, ad set, or advertisement is converting and at what pace. With a properly coded website, you can even get an exact report on the sales figures giving you the data you need to accurately report ROI.

Want Piles of Data that Will Help Optimize Your Ads?

Setting up the Facebook Pixel takes only minutes and can really give you the information you need to improve your paid campaigns. The process is simple and can be found on Facebook’s help pages. Why waste your time and money diving into a paid Facebook campaign without the proper data? Don’t go in blind, install the Facebook Pixel.