Why Your E-Commerce Store Needs The Facebook Pixel

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If you’re the owner of an ecommerce business and you have no idea what a Facebook pixel is, we have one question for you – How have you been surviving?


Don’t be so ashamed, you’re not the only person we have come across who is unfamiliar with this magnificent invention. And the good news is, we’re about to change your life forever!


What is a Facebook pixel?


A pixel is a short piece of coding that can simply be copied and pasted into the back-end of your website to track what visitors are doing, clicking and buying on your website (and no, it’s not a stalker).


Pixels are common across most advertising platforms, but the integration of Facebook pixels was revolutionary for online businesses. Essentially, when a Facebook user actions something on your website (such as browsing through particular products), a ‘cookie’ is dropped so you can re-advertise to the potential customer on Facebook, something us marketing nuts call retargeting.


The Facebook pixel is also an effective resource for analysing and measuring the effectiveness of your marketing strategies.


Have I lost you yet?


Don’t stress, it can be a confusing tool to get your head around at first. The main thing you need to worry about is how to use it and why. So make sure you read on …


Why do I need to use Facebook pixels?


Your business may be moving along steady without the use of a Facebook pixel – making enough sales to pay a few bills as such. But what if I said you could improve your online business’s performance by 10%, 50%, even 200% with the use of Facebook pixels?


We’re not kidding; we have our clients’ results as evidence to prove it.


So, here are a few ways Facebook pixels can assist the growth of YOUR business:


  • Reach a more targeted audience

As mentioned before, pixels will track the actions of your website visitors, whether they are simply browsing, adding to cart and exiting, or making the full payment transaction. The pixel will remember and store this data, which means you can retarget (remember that buzz word?) your customers more specifically with the items and ads they will be interested in.


Facebook pixels also allow you to create custom audiences to target with ads, such as people who have visited your website in the past 24 hours or six months, visited a specific page, or customers who have left items in their cart etc.


Pixels are even clever enough to make lookalike audiences, meaning you can reach people who have similar interests and shared behaviours to your current customers to help you find new ones – genius!


  • Gain more sales

By setting up Facebook ads specifically designed towards a well-defined audience, the people reaching your ads are far more likely to action them and convert to paying customers.


For example, let’s say you have acquired an audience from the Facebook pixel of people who visited your website in the last week but didn’t make a purchase. You can set up a retargeting campaign (there’s that buzz word again!) exclusively aimed at those visitors, offering them a 10% discount off their next purchase if they make an order in the next 24 hours.


  • Measure your results

As a business owner, you will understand that every cent counts. The Facebook pixel is a great way to gage how well your ads are doing, so you can stop wasting money on ineffective advertising and invest in audiences who are more likely to be interested in your product.


The Facebook pixel can show you the specific actions your audience takes as a direct result of your ads, such as visiting your website, signing up to your newsletter or making a purchase. This helps you understand what’s working in your ads and what’s not, which customers are responding well, and helps you to track your return on investment.


I want a Facebook pixel, how do I get one?

It’s as simple as one, two, three.


  1. Sign into your Facebook Events Manager account and click on the ‘Pixels’ tab
  2. Click ‘Create a Pixel’
  3. Click ‘Create’ and … Tada!

Now you need to copy and paste your pixel into the header code of your website. If you are unsure where to locate this, speak to your website developer or visit the page Getting Started With Facebook Pixel for more information.

If you would like to learn more about Facebook Pixels, or to discover how to get the most out of your Facebook advertising, please contact our digital marketing professionals on 07 3367 3155 or drop us a line or two here. We look forward to watching your ecommerce business BOOM!


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Riana Horner

Digital Account Manager

Riana is our content creating superstar here at Space Digital! With experience and interests in Fashion, Lifestyle and Television, she keeps us up to date with the latest trends and NO NO’s.