Meta Pixel is a snippet of JavaScript with strong consequences for advertising performance.
Electronic shop operators are usually experts in their products or industry, but not in advertising. For example, I saw conversion campaigns with poor performance because Meta Pixel shot at the wrong event.
One trader went with the correct setting of 0.3% conversion rate to 27.0%. The difference was not advertising creative, audience targeting or page layout. It was watching pixel events.
Mechanics
Meta Pixel connects the Web and META ADS platform. The process is as follows:
- Facebook or Instagram user clicks on your ad.
- Pixel connects the ad to click on the website.
- When the visitor completes the event (eg purchase, abandoned trolley, viewing page), Pixel reports back meta advertising.
- Meta will learn from these data, which is most likely to buy.
- Meta Ads focuses on these prospects.
In other words, Pixel monitors the first purchase and META ADS uses this data to optimize, who then sees ads and subtitles, descriptions and pictures.
With each cycle of action and learning, meta advertising improves in finding customers for trade.
Better than billboards
Imagine a billboard on a busy highway. Thousands of cars pass every day. However, the advertiser on this billboard can only guess or estimate how many people see or think about the report.
Business does not know:
- The number of drivers or passengers who looked at it,
- The impact of a billboard on sale,
- The most effective part of the billboard (picture or text).
Certainly a unique news on a billboard can make it easier to follow, but not with a pixel clarity.
Shopify
Shopify offers a meta advertising plugin. It also works with Facebook and Instagram stores.
Facebook & Instagram for Shopify is firmly integrated with meta ads.
The plugin uses two methods to connect shopify to meta ads. (It also works with Facebook and Instagram stores.) The first is Meta Pixel. The second is Meta’s Conversion API. Both share similar events from Shopify to Meta, including:
- PageView,
- ViewContent,
- Search,
- Addtocart,
- Initiatechkout,
- Addpaymentinfo,
- Purchase.
Pixel sends data collected in web browsers. The API captures events from Shopify directly. Together the couple answers questions that billboard could not, for example:
- What works (measurements)? For example, 1,000 consumers have recorded an ad, 50 clicked on it, and five made a purchase, resulting in a specific return on advertising.
- Who to focus on other (optimization)? The meta algorithm analyzes five people who have purchased and then automatically show AD to millions of others with similar characteristics and behavior, which significantly increases the efficiency of advertising.
- How to improve (insight)? Meta ads constantly specify targeting and creative combinations based on real sale, not intuition.
Privacy
Pixel potency stems from consumer monitoring. Meta (Facebook) has long been a source of concerns about personal data protection because the company has collected a lot of personally identifiable information across devices.
When he adds a pixel to his web store, an advertiser basically invites a meta to watch the behavior of visitors-callams that click, the pages they view, the products they add to the trolley, and what they buy.
All these data relate to the META advertising network that combines it with information from other websites, applications and internal portals such as Facebook and Instagram.
The result is a remarkably better advertising performance associated with the need for increased awareness of advertisers.
Understanding the consequences of advertising and privacy allows traders to take informed decisions and use data wisely without losing customer confidence that enables businesses.