Pixels are just as delicious as cookies.

If you’re online, then you’ll be familiar with cookies and what they do.  A cookie is a code saved to your browser by the websites you visit… But are you missing a trick with how you’re using them?

Cookies store information about the websites you visit, so it feels like you enter the website as a regular, rather a new one. It remembers information such as username, password, preferred language and settings or a shopping cart. Just to clarify, neither cookies nor pixels track personally identifiable information.

Cookies provide you with delicious information, so your targeted ads become relevant to the users.

While cookies store information, pixels track behaviour on a website thus allowing you to measure the effectiveness of your website usability and ad campaigns which will also give insight into where you can improve your website.

What are the benefits of a Facebook pixel?

This equally delicious piece of code collects invaluable data that you can use throughout your marketing journey. It’s easy to install onto your website and it’s completely free. Installing tracking pixels to your website should be at the foundations of your business intelligence, whatever your budget. Don’t fret if you don’t have a big budget to optimise towards at the beginning. Collecting and analysing data is vital throughout your business journey, especially in the first stages of setting up your business.

The data collected from pixels can be used during prospecting, remarketing, and analysing the performance of your ads and website. You will get a better understanding of your audience through the behaviour on your website.

How to create a Facebook pixel

Setting up a Facebook pixel is a simple process through Facebook Events Manager. Click this (≡) icon > Pixels > Create a pixel > input details of pixel and your website > Create.

You also have the option to manually add in the code to your website. Click Manually Install the Code Yourself and then C + P code into the header code of your website.

You can now add your Facebook pixel to multiple pages on your website. You can go back and create more pixels from the Facebook Events Manager if you decide that you want to add more pixels to your website.

Here’s what you should try first

So you know the people who are visiting your website but what about the people who are purchasing? Your audience insights will show you these details which you can then use to compare and optimise.

Set up a remarketing campaign for basket abandonment. If you implement the right strategy, basket abandonment can be part of your purchasing funnel.

Set up a cross-selling campaign to remarket to current customers. Selling to an existing customer is easier than selling to a new one.