Since it’s launch in 2004, Facebook is still the most used social platform with nearly 2.45 billion monthly active users. With that being said, it’s more important than were to be active on social media, especially as the world has gone almost completely digital in the last few months. Being on social media is an easy and inexpensive way to connect with your current and potential clients, but it can often be hard to gauge how well your social media efforts are working to convert clients. Luckily for your digital marketing strategy, Facebook has an analytics tool to help you determine what’s working and what’s not. Meet Facebook Pixel.
What is Facebook Pixel?
Facebook Pixel is an analytics tool that measures the success and effectiveness of your advertising on Facebook. Additionally, it helps you find new, relevant audiences that you might not be reaching. After installing the tool onto your website, it can track visitors’ interactions with your site after clicking on your Facebook ad.
This means if someone finds your firm through a Facebook ad, you can see what actions they take on your website through Facebook Ads manager. Were you successful in getting them to book an introductory call? Were they convinced to sign up for your blog or newsletter? Tracking these actions directly on Facebook can help you determine your ad’s conversion rate, not just the click-through rate.
How Can Facebook Pixel Help My Social Media Marketing?
1. Tracking Conversion Rate
Facebook Pixel provides even deeper insight into your conversion rate. Click-through rate can tell you how effective your Facebook content is in getting potential clients to your website, but that’s only the first step. Conversion rates go past that by helping you assess the effectiveness of your landing pages. Here are the actions Facebook pixel can track on your advisor site to help determine this:
- View content: tracking page views of an article, landing page, or another page on your advisor website.
- Search: tracking what potential clients type in to search for on your website.
- Lead: tracking when someone becomes a lead, such as a form submission or signing up for an introductory call.
- Complete registration: tracking when someone completes a registration form, such as signing up for your newsletter.
Other than tracking this information, Facebook pixel can help you refine your social media strategy in a few other ways.
2. Audience Optimization
Facebook pixel allows you to bid for specific conversations on Facebook. Facebook will show your ads to users who are most likely to convert from your website or that are looking for a similar service. That way, your ad isn’t wasted on people who wouldn’t even consider a financial advisor.
You can set up remarketing campaigns targeted at Facebook users who have previously visited your site or certain web pages. Have you ever clicked on a Facebook ad and not followed through with a purchase? Often times you’ll see the ad again, which can help jog your memory of the product or service. This can help in reaching back out to potential clients who have already been considering your service.
4. Reach Larger Audiences
Once Facebook has tracked 100 conversations with your ad, you have the option of creating a lookalike audience of your website visitors from the ad. This can include similar audiences or past customers that you want to advertise to.
Adding Facebook Pixel to Your Website Via Lead Pilot
What’s even better is that you can easily add Facebook Pixel to your landing pages through Lead Pilot.
- You’ll need to create a Facebook Pixel ID in your Facebook Business Manager.
- Copy the Pixel ID. This will be in your Events Manager under Data Sources:
3. Open Lead Pilot and go to your Landing Page Template.
4. Under “Content,” click “Settings” and paste in your Facebook Pixel ID:
5. Click “Save” in the bottom left corner of the Landing Page Template.
Once you’ve completed those steps, you’ll then have to add the pixel to your website. The way you’ll complete this step depends on which website platform your using. If you are using the Twenty Over Ten platform, please submit a ticket here to have our team insert the code onto your site for you. Or, if you’re feeling brave you can insert the code yourself into the header of your website.
Tracking Your Analytics
After installing Facebook Pixel, you will now be able to track you can now pick the actions you are most interested in tracking. To track many actions visitors take, you’ll have to add the code to specific web pages. Popular events that may apply to your advisor business that you can track with your pixel include things such as:
- Search: Track searches on your website
- Submit application: Submission of an application for a service or program you offer (i.e. educational financial program, risk assessment, etc.)
- Schedule: The booking of an appointment
- Contact: Any type of contact (phone call, email, etc.) between you and a customer
- Lead: When someone becomes a lead from a contact form submission, etc.
- View content: Key page views to articles, landing pages, etc.
Adding these actions or events will help Facebook track action on each of those pages. With this access to deeper analytics, you’ll master Facebook marketing in no time.
Why Add Facebook Pixel to Your Landing Pages?
Just like Facebook Pixel for social media, when you install this tool into your landing pages, users can start driving traffic to their website when someone checks out their Lead Pilot landing page. So, if someone finds your firm through a Facebook ad, you can see what actions they take on your website through Facebook Ads manager.
For instance, if you were successful in getting someone to book an introductory call or someone to sign up for your blog or newsletter, then you can track these actions directly on Facebook so you can help determine your ad’s conversion rate and not just the click-through rate.
With the new implementation of this into the Lead Pilot landing pages, users can now also track analytics through Facebook Pixel on their landing pages. When you generate a Facebook Pixel there is an ID that is associated with it.
Wrapping It Up
It’s no longer enough to just put great content out there and hope that it performs well. It’s pertinent that you are tracking your ads, your content and everything out there to see what you need to improve on so that you can make the necessary tweaks or what is working so that you can boost that content and continue to put out similar content.
About the author
Blair is a digital marketing assistant at Twenty Over Ten and has a passion for uncovering what drives online traffic and the highest engagement. She follows more animals on Instagram than humans and her greatest achievement is her daughter, Grey.