Are you familiar with ‘Facebook pixel’? It is a piece of code which is used to drop a cookie to track the visitors and their behaviour on your website. To be more specific, the feature allows the conversion tracking on your site through which you can see how many sales or how many leads your company won with Facebook ads.
Previously, in order to create remarketing lists and monitor conversions, it was necessary to use two different pixels: the conversion tracking pixel and the custom audience pixel. These two pixels ended up leaving the sites slowest and confuse people about the use of each of them individually.
On 2015, Facebook took a major step by replacing them into a single pixel. If you were using the old pixels, they have been working for you but only until the second half of 2016.
The decision has practically improved the speed of loading sites and helped the marketers to better understand their ads performance.
Until the recent change, you had to use two individual pixels for using custom remarketing approach and to monitor conversions. The complicity to maintain both of them separately has not been very task for marketers.
When Facebook adopted single pixel system, the decision has practically improved the speed of loading sites and also helped the marketers to better understand their ads performance.
SHORT NOTE: Remarketing
Remarketing is basically the kind of ad that is chasing you. For instance, when you visit to a online shopping site, it starts to show you the ads of all the shopping sites you have visited until now. This is not coincidence but the result of remarketing. This is the amazing strategy to show up again and again in front of your potential customers and finally achieve sales.
Fig: A snapshot of Facebook Pixel
When the change is fully activated?
Facebook has already declared the schedule mentioning the final dates of old pixels validity.
From August, 2016, you are not able to create new conversion tracking pixels for any ad account. Pixels previously created will still be available for use in campaigns and reports.
From October, 2016, Facebook no longer provides the active support for pixel conversion tracking. This means that Facebook is not adding more features and will not support the maintenance. Pixels previously created will still be available for use in campaigns and reports.
From February, 2017, the conversion tracking pixel will be completely disabled and removed from the ad tools. The results of previous campaigns remain visible in reports to keep the history of the ad account.
Advantage of new Facebook pixel
According to my opinion, the biggest advantage of the new change is, it is purposed to help the advertisers and also allow the rooms of new solutions and improvements for the future. So, if you want to approach for the conversion tracking, optimization and remarketing for your business, now is the time to update your Facebook Pixel.
Here is a comparison of the features of the new Facebook Pixel with the functions of the oldest pixels:
Conversion Tracking Pixel: pixel to measuring the conversions on your site, for example, when people make a purchase or a registration after clicking a Facebook ad.
Custom Audience Pixel: pixel to remarketing with the people who visited your site and then make a specific categorization for next campaign.
New Facebook Pixel: with the new pixel you can track conversions and people who just visited your site. In addition, you have the chance to create remarketing ads for them. It's all in one pixel only.
How to create the new Facebook pixel
Facebook has provided with a detailed tutorial on how to use the new pixel to track your result, how to create pixel ad in your account and install it on your site. I am explaining the whole process briefly here:
Visit the Facebook pixel tab in Ad Manager
Click create pixel
Give a name to your Pixel. Choose a name that represents your business and advertising account
Read and accept the terms
Click Create pixel
The process will generate a code afterwards that you must install in your site. Add the code at the root of the site and now you are all set to monitor your ad campaigns from the admin panel. Once the code is installed on your site, check the Ads Manager if the pixel status is active. If not, start the process to see which step showed an error.
You must follow the same procedure even if you are still using the old pixels and want to convert into new one.
How to Measure the conversions
When your pixel is active, it starts to measure the conversions on your site. To measuring the conversions, there are two ways:
Traditional way: You can customize your pixel to measure the specific data. For example, track the leads, purchases, people viewing your website, and other important metrics based on your strategy. To enable such type of measurement, you must directly change your pixel code and then install it in the site root code.
Customised way: It is a simpler way to measure your conversions, eg., purchases or registrations. You can enable this type of measurement immediately after having a Facebook pixel installed on your website. Then, go to the Custom Conversions area of Ad Manager in Facebook, paste the URL of the specific page of your site and choose the category that best describes the type of conversion you want to measure for that page.
To keep in mind..
If you have switched from old tracking pixel to the new Facebook pixel, it is very important that you compare the previous data - just to make sure that the pixel has been changed correctly. That means, compare the volume of overall traffic and the conversion volume of the same period for the old and new pixel. For instance, if the dates are the same but the data looks different, there is something wrong in the implementation which is modifying the results.
Now you are all set to create, manage and measure your campaigns on Facebook. What are you waiting for? Start generating incredible results for your business! :)