Facebook recently replaced their Conversion Pixel and the Custom Audience Pixel with the new universal Facebook Pixel. The old ones will be discontinued by the second half of 2016. The Facebook Pixel can do a lot of things apart from tracking conversions.
Pixel is the most important component in Facebook Advertising. Even if you are not going to run ads on Facebook, the Pixel can help you with deeper audience insights.
According to Facebook: “You can now use the Facebook pixel to measure, optimize and build audiences for your ad campaigns, and no longer need to implement the conversion pixel and Custom Audience pixel.”
The Facebook Pixel can be used for three main functions:
- Building Custom Audiences from your website for re-targeting.
- Optimizing ads for conversions. (This excites me a lot – more on this later!)
- Tracking conversions and attributing them back to your ads.
The Facebook Pixel is very powerful, but at the same time it can be intimidating for a marketer.
I have been using Facebook pixels for quite some time, and I assure you by the end of this article, you will completely understand the potential and the functionality of the Facebook Pixel.