Meta Pixel Targeting and Enhancing Paid Advertising

Digital Marketing - Study Notes:

Connecting to different data sources

You can connect your Meta Business Suite to different data sources to help optimize the performance of your ecommerce activity.

Sharing data between your ecommerce website and social channels helps bridge data gaps and gives you more information to make decisions about your strategy. Furthermore, many social networks use algorithms to drive more sales of particular products amongst target audiences. These algorithms work better when they have lots of data to work with, so the more data you have available, the better the performance should be.

Different types of connections available include:

• An ecommerce website
• Mobile app
• Offline shop, or…
• CRM

Depending on how you sell to your customers, it’s important to choose the right data connection. Most companies sell through their ecommerce website, but if you use a different method then it is important to choose this method when connecting your Meta Business Suite.

Linking Meta Business Suite to your ecommerce site

You can link Meta Business Suite to your ecommerce site using two methods:

• Meta pixel, or…
• Conversions API

Meta pixel

The Meta pixel is a piece of code on your website that can help you better understand the effectiveness of your advertising.

It tracks the actions that people take on your site, such as visiting a page or adding an item to their basket. This enables you to see when customers took an action after seeing your ad on Facebook and Instagram. Insights such as this can help you with retargeting.

The Meta pixel cannot track users who reject cookies or use ad blockers, so the data will not be entirely accurate.

Conversions

You can create custom conversions to track sales on your website to use in your paid campaign set up. This enables Facebook to optimize targeting by showing ads to people who are more likely to buy from you.

Events

Consider using events to track page or product interactions and conversions on your ecommerce site, to help optimize campaign performance and improve sales from paid ads.

You can use the Event setup tool to track web page interactions and ecommerce activities, which can include both micro and macro conversions.

Micro conversions are the actions that people take leading up to a purchase. They include actions such as:

• Add to Cart
• View page or product
• Initiate checkout
• Add to Wishlist

Macro conversions are the final valuable actions people take on your site or social commerce shop. They include actions such as:

• Complete Registration
• Purchase

Conversions API

When you use the Meta pixel along with the Conversions API, you can gain additional insights into the people who interact with your business. This ensures that you are capturing high-quality data about your customers, while still respecting people’s privacy.

Marketing data

The Conversions API is designed to create a direct and more reliable connection between marketing data (from your server, website platform, app, or CRM) and Meta.

Examples of marketing data include:

• Website events
• App events
• Offline conversions, and…
• Messaging events

This marketing data helps enable ad personalization, optimization, and measurement across Meta technologies. This means that your ads are shown to people who are more likely to find them relevant.

Native partner integrations

Alongside the Meta pixel, it is possible to link Meta Business Suite to your ecommerce website with native ecommerce partner integrations. This can be found in the Events Manager.

Using native partner integrations simplifies the process of tracking your website actions by automatically tracking specific ecommerce behaviors and events that would otherwise have to be set up manually.

You can create native integrations with partner platforms such as:

• Shopify
• WooCommerce
• Magento
• Ecwid
• BigCommerce
• Eventbrite