21/01/2019
What are the Benefits of Tracking Website Activity?
By simply tracking who visits your website AND what they do on your site, can help your business plan extremely powerful targeted advertising campaigns.
One simple tool to track website activity is the FACEBOOK PIXEL.
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
The Facebook pixel can enable powerful, actionable, and cost-saving adjustments to ad delivery โ such as only displaying brand awareness campaigns to people who've never visited your website, or offering limited-time discount codes to people who've abandoned online shopping carts.
An example may be a person visiting a specific product on your website, BUT does not buy it immediately. There was definite intent from this person, but they aren't 100% sure at the time of viewing the product.
So if this person can be re-targeted with a Facebook ad in his/her NEWS FEED with this specific product... we have just increased the probability of getting the sale because the person is constantly being reminded of the desired product.
There are several ways you can use data collected from the Facebook pixel tracking to refine your Facebook advertising strategy.
You can create a pixel, and connect it to your website, to:
๐งMake sure your ads are shown to the right people, on the right devices, at the right moment
Knowing how people use your website can imply what they're likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.
๐งBuild effective advertising audiences
With Custom Audiences, you can show your ads to people based on how they've already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers.
๐งMeasure cross-device conversions
See how customers move between devices while engaging with your content โ and determine what devices they are most likely to convert on.
๐งUnlock additional Facebook advertising tools
Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead or cost per conversion are only available to advertisers who've installed pixel on their websites.
๐งBetter evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.
You have a Facebook business page and most likely also a website, so that means that people will be engaging with you and your content.
Tracking how they interact with your business can increase revenue if used to your advantage.