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Facebook pixels: an online marketing necessity

What if I told you that it is possible to track exactly what your individual customers are doing across your digital platforms, right down to the actions they are taking on your website? Furthermore, what if I told you that you could then segment your customers into audiences based on this behaviour? Well, it is very possible. By implementing Facebook pixels at optimal points on your site and partnering with performance media experts, like Popimedia, who can interpret your data, you can optimise your digital campaigns and prove how your marketing efforts are impacting conversion rates.

You’re only as good as the information you have, and if that information is not accurate, then neither is your marketing strategy.

Facebook pixels help marketers track their customers’ online behaviour from digital adverts, through their website right up until conversion (like in-store purchases). These insights into customer behaviour can provide you with the information you need to optimise your marketing strategy by building a more personalised brand experience for your customers and noticeably improving your return on investment (ROI). But first, let’s find out exactly what a pixel is.

what is a pixel? 

A pixel is a short snippet of code which you place on your site. This code is trackable and allows a third party to measure a website user’s behaviour. Placing a pixel on your site allows you to gather valuable information about your customers. What is particularly exciting about using a Facebook pixel is that we are able to track the journey a customer has taken across multiple channels and devices before converting. By feeding this data through meedee8 we are able to segment your audience and retarget them on Facebook, based on their position within your sales funnel.

 

why the Facebook pixel?

By placing a Facebook pixel on your site you can accurately measure not only which pages your customers are visiting but also where they have come from and what actions they are taking on your site. The data collected from a Facebook pixel is reliable as the tracking is 100% people-based which means it is based on a user’s Facebook account as opposed to measuring to devices, cookies or sessions.

With a Facebook pixel, when a customer visits your website and takes any action; from viewing a page, completing a purchase, clicking a button or filling in a contact form, the Facebook pixel will fire and record this information. Combining this data with meedee8 (Popimedia’s automation and optimisation tool), you can segment your audience based on their interactions with your brand, and serve them more relevant content.

Using a Facebook pixel to collect data provides you with deep insights into your marketing strategy as the pixel measures your advert’s conversion rate, not just click-through rate enabling you to track your ROI with accuracy. This valuable information paints a clear picture of your customers’ path to purchase, allowing you to make the necessary adjustments to optimise your marketing efforts.

As the reporting with Facebook’s tracking pixel is truly omni-channel, providing traffic source information from all digital platforms; social media, search engines and even email, you can now measure the performance of any cross-channel campaign accurately and in a single place. It is important to note that tracking using a Facebook pixel is GDPR compliant and is in line with the new data.

 

what does this mean for your business?

Using Facebook pixels in conjunction with meedee8, we are able to group, sub-divide and segment your audience based on their interaction with your brand. Ultimately, data is the element which drives transformation by providing the information businesses need to become more customer-centric. Furthermore, data can enable executives to make more accurate decisions by indicating when a strategy is working. Therefore, pixels are paramount for measuring your campaign’s performance, tracking online conversions and automatically building custom audiences based on this data.

how can pixels help build relationships?

Brands which ranked highest on Accenture’s Love Index in 2016, were actively using their data to create a more personalised relationship with their customers, making them feel loved which reciprocated a positive sentiment towards the brand itself.

“These companies are [measuring] their key moments of customer experience and have data scientists constantly looking for patterns,” says Nan Nayak, managing director of design strategy for Fjord, a division of Accenture Interactive, “One of the reasons digital-first brands did really well on the Love Index is that they are tapping into experience nuances most traditional brands do not.”

Using data science enables you to increase a customer’s lifetime value by building a relevant and loving relationship with them. This, in turn allows you to segment your audience based on their interactions with your brand, and retarget your customer base with content that means something to them, personally.

If you want to provide personalised service, recommendations and products to your customers, then data is the only smart way to do this (hit and miss attempts can only take you so far). Used correctly, data science can provide the answers to these three vital marketing questions:

  • Who are your customers?
  • What do they want at each point in their journey?
  • How can my business evolve to meet the needs of my customers in the future?

how can data help me make better decisions?

A marketer who successfully understands data will act as a bridge between insights and people for your brand, providing you with relevant options based not on gut-feelings, but on genuine customer behaviour. They will be able to draw insights and help you strategize on ways to meet your customer’s demands and precisely quantify marketing outcomes.

At the very crux of it, data science insights can directly affect your marketing and sales results. In order to optimise your digital strategy you need to integrate your data across all platforms, to build systems which will allow for holistic, actionable reporting. The most accurate form of reporting would be to integrate all your digital assets (and offline data) into Facebook Analytics, using Facebook pixels. Comparisons with Google Analytics data will also be useful when it comes to reporting on search engine advertising. This will create an overview of your customers as well as their path to purchase, across different advertising channels; therefore, enabling you to use your marketing spend in a manner which is most beneficial to your brand.

Staying ahead of market trends is vital if you wish to increase your return on investment (ROI). The only way to accomplish this is by gaining insights into your customer’s behaviour through pixels on your website (and other digital assets) at different points in your conversion funnel.

how we can help

At Popimedia we continue to invest our resources in ways to constantly build our client’s business’. Therefore, we are developing a data division in our team to audit your brand’s website and provide you with precise consumer insights; allowing you to optimise your digital strategy. Interested in finding out more? Get in touch by clicking the button below and let’s get a conversation started. 

Using data science enables you to increase a customer’s lifetime value by building a relevant and loving relationship with them. This, in turn allows you to segment your audience based on their interactions with your brand, and retarget your customer base with content that means something to them, personally.

If you want to provide personalised service, recommendations and products to your customers, then data is the only smart way to do this (hit and miss attempts can only take you so far). Used correctly, data science can provide the answers to these three vital marketing questions:

  • Who are your customers?
  • What do they want at each point in their journey?
  • How can my business evolve to meet the needs of my customers in the future?
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