THE ESSENTIAL GUIDE FOR FACEBOOK RE-MARKETING WITH THE NEW FACEBOOK RE-TARGETING PIXEL

This is your Essential Guide for Facebook Remarketing with the new Facebook Retargeting Pixel. Enjoy!


THE ESSENTIAL GUIDE FOR FACEBOOK RE-MARKETING WITH THE NEW FACEBOOK RE-TARGETING PIXEL

The essential guide facebook remarketing new retargeting base pixel eDigital Sydney Australia

The essential guide facebook remarketing new retargeting base pixel eDigital Sydney Australia

Why we use the Facebook re-targeting pixel for re-marketing campaigns?

  • Track conversions
  • Build Audiences
  • Optimise Ads for conversions

The Old Facebook Conversion tracking pixel and the New Facebook base Pixel – Differences

https://www.facebook.com/business/help/1686199411616919

HOW TO START WITH THE NEW FACEBOOK BASE PIXEL 

  • Migrate to Facebook Pixel. No longer use the facebook conversion pixel.
  • Use Install the facebook pixel helper to confirm your website pages have it – Chrome extension
  • If you’ve implemented the base code across your website but not standard events, you can leave the base code as is and create custom conversions using URL rules instead.

FACEBOOK STANDARD EVENTS VS CUSTOM CONVERSIONS – DIFFERENCES AND BENEFITS OF EACH

  • The answer is either-or.
  • Standard events and custom conversions both allow you to track and optimise for actions across your website.
  • A general rule of thumb is that standard events give you more features, but custom conversions are much easier to set up.
  • If you’re not comfortable editing your website’s code, I recommend using custom conversions.
  • If you don’t mind working with standard events and adding parameters, we recommend using standard events.
  • Whichever you choose, you’ll need to make sure you install your standard event or set-up your custom conversion to happen on the page that your traffic will land on after the action you want then to take.
  • The maximum number of custom conversions per ad account is 40, but you can delete ones you don’t want to use anymore and create new ones.
  • You can’t use custom conversions with dynamic product ads.

WHEN USING FACEBOOK CUSTOM CONVERSIONS ENSURE…

  • you choose “URL equals” (instead of URL contains) to minimize errors when your website might have more than one page with the URL conversion keyword you are setting your custom conversion with.
  • For example, you could build a custom conversion off of a URL containing “thankyou”, thinking this will only match mywebsite.com/order/thankyou However, there could be a product page at mywebsite.com/products/thankyou-notes, meaning you’ll get inaccurate numbers. By using the “URL equals, the pixel will only fires when mywebsite.com/order/thankyou is visited.

OTHER USEFUL RESOURCES TO READ ABOUT THE NEW FACEBOOK PIXEL 

Here are some resources you might find useful when use the Facebook Pixel for the first time: 

USING THE NEW FACEBOOK PIXEL TO RUN RE-MARKETING CAMPAIGNS TO PEOPLE WHO HAVE PURCHASE ON YOUR WEBSITE 

There are three ways of re-marketing visitors who have purchased on your site via the new facebook base pixel.

STANDARD CONVERSION VALUE

  • Having a value and currency in the purchase standard event is compulsory.
  • Assigning a value to conversions helps you to better understand the total value of your advertising.
  • The default value and currency in the standard event purchase code is USD $0.00, but you can edit this to reflect the true value of your conversions. For example, if you’re selling tickets in Australia for $350 you can set this in your standard event code. Then, every time the pixel loads, it will pass along AUS$350 as the value of the conversion.
  • When editing the currency, enter a the correct currency code ISO 4217 Standard http://www.currency-iso.org/en/home/tables.html

Example of a code with no value (1) and one with a value (2): 

DYNAMIC CONVERSION VALUE

  • You sell multiple items with different prices
  • Pass the value of the purchase in place of the 0.00 in the “value: 0.00” portion of the purchase event.
  • Purchase variables vary from site to site, so you’ll have to work with your developer on what your site’s variables are. Here are some common examples:

Shopify:

‘{{ total_price | money_without_currency }}’,’currency’:’USD’

Magento:

<?php echo $amount; ?>

WooCommerce:

<?php echo $order->get_order_total(); ?>

Squarespace:

{orderGrandTotal}

BigCommerce:

%%ORDER_SUBTOTAL%%;

More info here: https://developers.facebook.com/docs/marketing-api/facebook-pixel/v2.8#standardevents

CONVERSION VALUES USING CUSTOM CONVERSIONS

  • Only standard conversion values for FB custom conversions.
  • Dynamic values for custom conversions are not available
  • The currency will default to the currency of your ad account.




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THE ESSENTIAL GUIDE FOR FACEBOOK RE-MARKETING WITH THE NEW FACEBOOK RE-TARGETING PIXEL

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