Three Steps to Smarter Ad Spends With the Facebook Pixel

Published: May 22, 2018  by 

Three Steps to Smarter Ad Spends With the Facebook Pixel

With so many options for where to market your business online, the task of choosing the right medium can sometimes feel daunting. Do you dump tons of money in AdWords to bid on keywords for your business or do you go wild on Facebook with more ad objectives than you can handle?

Luckily, through the power of Facebook Business Manager, you can use the Facebook pixel to gain a clearer understanding of the path you need to take with your marketing budget. Once you get the pixel set up (it’s a breeze), finding out what it can actually do for you will be crucial. This simple, three-step guide will help you dip your toes into the ocean of possibilities the pixel has waiting for you.

1. Learn your traffic sources

Before you get started on figuring out where your ad spend should be allocated, your Facebook pixel has a section fully dedicated to telling you how people are finding your business’ website. The three main data points to examine are Traffic Sources, Social Sources, and Top URLs. Your Traffic Sources will tell you how people are finding you through broad categories like search engines, social networks, or referrals.

Social Sources takes a deeper dive by showing you the social networks people visit your website from (who knew you had a huge audience on Pinterest!). Lastly, Top URLs gives you an idea of which of your website pages people are spending the most time on. Mix it all together and you have the building blocks to an ad strategy that actually aligns with your goals.

Traffic sources table populated by the Facebook pixel in Facebook Business Manager.

2. Discover your audience

Every business knows who they want to target, but few have the time or resources to delve into the data to find key behaviors and demographics of the people interacting with them. Having your pixel installed gives you access to a variety of targeting data points aimed at making your Facebook ads cheaper and more effective. On the broad end of the spectrum, you’ll have access to the age and gender of your audiences, top locations they’re coming from, and what devices they’re accessing your site from (hint: how many times have you checked your phone today?). Go deeper and you can learn your audience’s projected household income, education level, and tons more.

The pixel even organizes your audience based on their lifestyle, which is a mix of purchase behaviors, brand affinity, and a few other metrics. However, with the recent controversy with Cambridge Analytica, most of these specific metrics are being phased out to enhance Facebook’s privacy protection. Even if you find that Facebook may not be where you need to advertise, the pixel will still give you valuable information within the bounds of Facebook’s improved privacy policy about who your audience really is, giving you an advantage across multiple platforms.


Demographic data tables populated by the Facebook pixel in Facebook Business Manager.

3. Create custom audiences

Once you know how your audience is finding you and what they’re all about, how do you translate that data into something that your business can use to bolster its presence in the digital space? Put the power of the pixel in play by creating custom audiences specifically tailored to your marketing goals. You can go as big as you want by creating an audience of everyone who has visited your website in the last 90 days for more reach. Maybe you want to drill down and target only people who have visited a specific landing page in the last 30 days. You can even include extra data or exclude some data you don’t want to get as granular as you need to.

Pro tip: To get that extra bit of reach, create a lookalike audience of some of your broader website traffic as a custom audience to make your reach and awareness campaigns that much more meaningful!

A look at creating a custom audience with the Facebook pixel in Facebook Business Manager.

The pixel may seem like a tall mountain to climb, but it’s a summit worth reaching if you really want to make your ad dollars count. By putting in that little bit of extra time to make the pixel a part of your marketing strategy, you’ll be one of the few businesses going the extra mile in making the online experience for your potential customers better.

Not feeling up to the task? Let us do the work for you