Meta’s advertising arsenal is full of powerful tools. However, one of them stands out for its unique versatility and can become an indispensable part of the advertising strategy for businesses of any size. Of course, we’re talking about the Meta pixel code.

The Meta pixel is a unique code placed on your website. It allows you to track site visitors and their actions. Depending on the sequence of events you wish to monitor, you can observe various visitor behaviors, such as: viewed product, successfully completed purchase, visit to the contact page, newsletter subscription, etc. The Meta pixel records important actions based on the URL suffix. Thus, when a user opens the link “…/completed-order,” the code understands that a purchase has just occurred in your e-store and remembers this information. There are no limitations – the Meta pixel allows you to monitor any action on the website that is relevant to you, from search to successfully completed order.

Taking into account the needs of clients (especially from the e-commerce sector!), Meta offers a couple of ways to capture events on the website. You can create them manually or use standard events. This functionality of the Meta pixel covers the most common actions by users in e-commerce. Reviewing this list, you’d probably find relevant actions for yourself, wouldn’t you? 🙂

• Search
• View Content
• Add to Cart
• Add to Wishlist
• Initiate Checkout
• Add Payment Info
• Purchase
• Lead
• Complete Registration

The pixel code is quite easily installed. Meta provides detailed instructions, and the most popular platforms (Shopify, WordPress, PrestaShop, or other major ones) have long offered various extensions to accomplish this task. Usually, just entering the pixel ID number is enough, and voila – the Meta code is already operational on your site!

True, matters become significantly more complicated when trying to utilize all the functionalities provided by the Meta pixel. After the standard installation, the code tracks only one event – user page views (Page View). Capturing more complex events (purchase or completed registration) requires programming knowledge and individual IT solutions on the website.

Successfully implementing the Meta pixel gives you access to extremely valuable information that can help achieve impressive results in Facebook advertising. Initially, it might be challenging to decide how best to incorporate these new capabilities into your existing marketing plan. Don’t panic – our team offers three valuable and easily implementable strategies!

Remarketing. Using the Meta pixel, you can create various audiences (Audiences) made up of people who have visited your website. These audiences are segmented both by their visitation and by the actions they have performed on the site. For example: show Facebook ads only to people who, in the past 5 days, added a product to their cart on your site but did not make a purchase!

Detailed statistics. By utilizing Pixel code data, you’ll be able to more accurately assess the benefit of Facebook advertising. In your Meta Ads Manager account, create conversion criteria (Conversions) important to you, which will allow you to see the number of goals achieved in each advertising campaign. For example, prepare a conversion criterion for a successfully completed order – in the report, you will be able to see which ads resulted in the most sales.

Optimized advertising. Conversion criteria are also used in creating optimized ads. Using this form of advertising, Facebook automatically selects an audience most likely to perform the specified action. For example, optimize a Meta ad for newsletter subscription – based on Pixel code data, the system will select similar users who might be interested in your newsletter.  

Questions, comments, or remarks? We’ll wait for your comment or message! 🙂