Facebook Audience Network: Tracking Pixel

The Facebook Pixel is what holds all of the strategies and methods which we use today together. Since it is a core feature, it takes a lot of explaining where you should be focusing to build as strong of a foundation as possible.

The best way to understand the power of the Facebook Pixel is by looking at this piece of code like a tracker chip. Now imagine that this tracking chip is a phisical object that needs to be accepted by a person in order to track all of their movements throughout the day.

Now before you begin to get creeped out, you cannot track everyones movements just by using a facebook pixel. In order to track movements and understand where someone has or has not been, you need access. This might be as easy as having your developer implement the code for you for any of your digital assets.

When it comes to leveraging data from other sources, you will need to request access. This is still early for most brands to implement. Should you require help negotiating access for data through a third-party asset, feel free to book at free strategy session with our lead strategist using the CTA (Call-To-Action).

Tracking actions on your internal digital assets is your first step when learning all about the Facebook Pixel.

As every first step, it is crucial that you learn the basics to fully understand. Luckily, you have me to translate my in-depth understanding on the matter into an explanation that will have you confident on your understanding about what is available to you and your business today, and in the future.

Look at the campaigns that you are currently running when marketing your business. If you do not have any paid advertising running, take a look at all of your organic sources which send you or your businesses traffic throughout the day.

Regardless of where your traffic is sent from, the resource that they clicked to see must have been important enough for your audience to want to click on your resource.

Before, you would have needed an agency to translate your analytics on your website to understand what drove them away. The fact is that the understanding of how people search online today has changed but most agencies have not.

Slowly but surely, you will begin seeing a shift in what we consider as important online. Tracking codes are used at the core to shorten the amount of time that a customer needs to spend with you while understanding more about their needs. By doing so, they have offers that are sent directly to them when you know that they are in need.

This approach gives your client maximum value during their customer life cycle while giving them a powerful solution when they are most in need.

As developing in bot architecture furthers itself over the coming years, implementation of the Facebook Pixel will become more in-depth and complex to save your customers time. This can be done through a better guided experience based on user habits throughout their experience.

Although support on these types of features is currently limited due to the niche understanding in Messenger bots, I am confident that over the coming years, we will see more and more advanced features being developed directly by the apps who support Facebook chat bot development in the early stages while Facebook opens up new feature access within their Messenger platform that can be leveraged by deeper tools.

For now, we have access to direct resources which let users go to a URL. I believe that overtime, we will see that adoption of the small canvas feature which is hidden away in the Facebook advertising platform will begin to compete as landing page segments inside of chatbots along with being able to capture your audience on all exit points inside of Facebook to keep users engaged on 1 platform while keeping the quality and security of your information pages consistent and backed by one of today’s largest companies.

While you have full capabilities of split testing internally, I would like to see more dynamic logic features being developed and supported on the Facebook Messenger platform. Pulling from an internal API is great to get the ball rolling but there is a lot more potential to give the general public more access on these features in order to spike the correct amount of interest needed to put a spotlight on Messenger Bots.

Now that we covered some basics on what makes the Facebook Pixel attractive to me in a macro view, let’s look at how you get your value out of it. I often don’t like people who over-complicate data collection or anything to do with that area as they intentially overcomplicate it. I am not worried because overtime they put themselves out of position by being so protective… don’t let it scare you away.

Facebook Pixel gathers groups of people and puts them into digital audiences that are stored in your business manager account on Facebook. This is a private, non-readable group of people who you do not know by name, but in the system has shown that they visited any sequence which you requested they go to in order to land in that group.

Stick with me, it will make sense. If you want to include people who are showing the most interest in your brand, I would put a piece of code on the “thank you” page, and “checkout” page. Just by telling this audience finder that we are targeting people who visited the checkout page but not the thankyou page, we can target people who went all the way to checkout but did not complete the purchase. This is a basic example in heinsight but it lets you understand how you can create an in depth understanding on any one person who visits your website without needing to over complicate the process and quite frankly, it’s all common sense, you just need access to the right tools and understanding.

Stacking these pixels and creating advanced audiences with them is your key to riches for any business. Once done correctly, you do not need to filter, worry, or be careful. It’s all about how many orders you are able to fulfil in a way that keeps your customers coming back.

Although it seems like business at the surface level, the backend is really what you should be taking over and making your own since that’s where you build lifelong customers by bringing them something personal which only the customer understands when they use it.

How do you start? Enough with the explanations.

If budget is a question, leave this now. You need to implement yourself if you want a professionals help and that will mean thousands of dollars. The question you need to ask is if you want to pay thousands to give your business the headstart on the next big opportunity which is real businesses implementing themselves online.

Jump into a strategy session now and get me to look at what you have setup. If you would not use what you offer online, then why would you expect your customers to?

Not only will a strategy session align your focus over the next 5 years but it will also give you price ranges which do not fluctuate. My action plan tells you where you need to focus, when you need to do it, and how much it costs.

I look forward to speaking with you.