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Facebook Pixel & Targeting

Lesson 21 from: Instagram Ads Fundamentals

Sharon Lee Thony

Facebook Pixel & Targeting

Lesson 21 from: Instagram Ads Fundamentals

Sharon Lee Thony

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Lesson Info

21. Facebook Pixel & Targeting

Lesson Info

Facebook Pixel & Targeting

I had mentioned earlier in order to serve an ad that involved any kind of conversion. So whether it was a website conversion, catalog, sales or store visits, you would need the facebook pixel installed and I get asked a lot how that works or what it is. And so the facebook pixel can be found in the business manager under texas and it's a line of code that you place on the back end of your website that essentially tracks visitors and behavior on either your website or your app. So you can also install it on an app if your client has an app, once you have this pixel installed or this line of code installed, you can then start to create a custom audience based on people who visited your website. Um just depending on what actions that they took on the website itself. So if they've made a purchase or they've added a product to a cart or they've visited a specific section or a page of your website, you can actually start to strategically target those people based on what kinds of behavior th...

ey actually took on that website. You can also use the facebook pixel to retarget based on these actions as well. So you can take a look at the pixel by going into um the business manager, as I mentioned, going into events Manager and then taking a look at any events that have been tracked by the pixel. So you can see here that the pixel I set up for one of my clients is tracking a bunch of things. I've actually put the pixel and I've tagged it on section of the website that I determined to be. Well the client and I determined to be most relevant to any kind of conversion. So this is a small boutique organic hair salon here in new york city. Anybody would like to go there, please contact me. I can definitely hook you guys up with a discount. But some things that were important to them are things like the contact us page where they are collecting um where either people are obviously looking for a phone number or an email address or a way to get in touch with the studio to make an appointment. But it's also a place where they're collecting an email address and any kind of um inquiry. So they have a field a form field on that page itself that's collecting um information. And so that was a page that I had tagged um for visits and any other kind of interactions. The page that is labeled team was quite important as well because if you think about the things that you would consider as you, as you think about which hairstylist you might want to go to getting to know the stylists that are working on your hair are quite important too. So I had tagged that with pixel just so I could see which visitors in particular. We're looking into more information about the team and the hair artists and any kind of, you know, any kinds of um information they could find about. Um either Mauricio himself or the stylist on his team. I also tag services for obvious reasons. That's where they're listing all of the hairstyling services and hair coloring services that they're offering. Um This allows me to see who was interested enough to take a look at maybe pricing or product descriptions or service descriptions. I've got some other pages tagged too, but the most important one I want to point out here is the one that I've tagged the lead. And so this lead tag is specific to anyone that has filled out a form on the contact us page in order to either inquire about scheduling an appointment or to send in a question about a service. And so this this page is only accessible by someone that has already filled that information in order to request an appointment. And so that for that for me that's truly a warm lead or in this case a pretty hot lead at someone that's saying I either want to book with you or, you know, I'm curious enough that I want to engage with you. Um and I've tagged that as well. I've got some other pages tagged here too, just for informative reasons like press, so they have a page that has all of their latest coverage as well as any kind of search um parameters that people may have made. So I actually tagged um the search bar and search function if people are looking for a specific treatment or a specific hair artist I just wanted to be curious about that you can see here that um search and press really haven't had much activity in the last two weeks. So it's not a page that people are going to often but page view itself which is just any visit that um that the website is getting has gotten the most engagement And then lead forms. It looks like we've gotten about 16 of those in the last two weeks. So that's great. That's potentially 16 brand new clients for them and we're returning clients but it means 16 potential appointments. So these are all of the great insights that you'll get from the pixel. But as mentioned, it also allows you to then start serving ads for specific conversions. So let's say you wanted to specifically convert for capturing elite. You would then indicate that this is the action that lead is the actual action that you want the ad to be driving and therefore ads manager and the platform would serve ads to people that are most likely to want to sign up for this service this product or make an appointment so that they get to that specific page. It's a really powerful way to be targeting the right people with the right information at the right time and to then help your client to generate conversions and build their business. If you were to look a little bit deeper into the leads, this will tell you exactly when these events happened, meaning when the pixel was triggered, what kind of a device it was triggered on. So if your client has any kind of technological specifications, you'll get to see now if people are visiting on their phones and if so, which type of phone, Right. It will also tell you where they were referred from. So what I'm seeing here is in the last two days, the two lead forms that we've been able to collect where one was from a campaign. We ran about a free makeup touch up that you would get with any with any service that's pretty compelling. And another lead came from a teaser video that I'm running on a different campaign and you see here that there are some links that I'm looking at and I'll explain to what those are a little bit later when it comes to tagging campaigns as well.