One of the more underutilized tools out there is the Facebook Website Custom Audience Pixel. This pixel is incredibly powerful, can enhance your existing acquisition efforts, and drive significant gains to your revenue numbers.
The best part is it’s free. Startups, SMBs, Fortune 500 companies and everyone in between can take advantage of this incredible tool.
Want to improve your retargeting efforts with greater segmentation capabilities?
Looking to remarket to your website visitors across devices with confidence?
Want to increase conversion rates and recapture drop off traffic?
Then Facebook Website Custom Audiences is a must.
What are Facebook Website Custom Audiences?
Facebook Website Custom Audiences allow you to target Facebook ads to users who’ve visited your website. The WCA Pixel will track website visitors, website activity you care about like ‘Add to Cart’ or ‘Checkouts Initiated’, and website transactions.
With a single pixel you can keep track of users who’ve visited your website – no matter where they come from – and put them into a pool you can target.
This is a great way to reach people you couldn’t otherwise reach. Think of the people who haven’t signed up for your email list, haven’t purchased from you or don’t follow you on social media. Having a contact point for this audience is incredibly valuable.
It’s never too early to start with Facebook WCA.
Some of you may not be ready to run Facebook ads or you may still be refining your target audience profile. You should install the Website Custom Audience pixel. You’ll have a targeting pool in place that’s already aware of your service or product. You wouldn’t want to start the data collection process once you start Facebook ads. Unless you’re driving significant site traffic at that point, it’ll take weeks or longer to get an audience size ready to target in place.
Regardless of your use case, there is value from this Facebook feature and having it in place early can help you hit go on Facebook ads more quickly once you’re ready to start spending.
Flexibility of WCA.
The segmentation and customization capabilities with Facebook WCA are fantastic. You can slice and dice your Facebook Website Custom Audience any way you can think of. Want to target people who visited specific pages of your website? Added products to cart? Visited your site in the last 90 days? Started the checkout process, but didn’t finish? Yep, these options are all possible.
You can reach prospects on their terms and via their device of choice – whether it’s desktop, tablet, or mobile – to reengage them with your brand and move them down the conversion funnel.
Why Website Custom Audiences are a Big Deal
You may be thinking that’s great, but why is Facebook WCA any better than the other retargeting options. Yes, there are a number of retargeting options out there. According to a report from Marin Software, the majority of advertisers are using display (81%) and search (77%) for their retargeting campaigns.
The opportunity rests in how impactful adding social retargeting can be to your conversion rates. Only 48% of marketers are retargeting on social media, yet the potential gains available are substantial.
Source: Marin Software
AdRoll did a study to see what impact Facebook WCA retargeting had on overall web retargeting conversions. Did retargeting on Facebook hurt overall retargeting efforts or cannibalize conversions from web retargeting?
The big news was that by adding Facebook WCA retargeting on top of existing web retargeting efforts, brands saw an average 73% increase in conversions.
Yep. Let that sink in. An average 73% increase in conversions.
Long story short? The most successful advertisers are leveraging all available options for retargeting and remarketing. Which makes Facebook WCA retargeting a must.
How to Install the Facebook Website Custom Audience Pixel
Creating and installing the Website Custom Audience Pixel is straightforward these days.
In June 2015, Facebook upgraded their pixels so that advertisers only had to install one pixel. Prior, you had to install multiple pixels depending on what actions and audiences you wanted to track. This new simplified experience now lets you create one pixel, improves load speed, and enables sharing so your agency or vendor can use the pixel.
Side note, if you’ve been using Facebook for awhile, this is the new Facebook practice and you should migrate your pixels over to the new version.
Here’s how you can create the new WCA pixel:
- Go to Facebook Ad Manager.
- Go to Tools, then Pixels.
- By default you’ll be taken to the Custom Audience Pixel page. Click ‘Create a Pixel.’ This single pixel will be used for tracking website traffic, website actions, optimization, and retargeting.
- Name your pixel. Since you’ll only use one pixel for Facebook pick a name that represents your business.
- Click ‘Create Pixel.’
- You’ll see a confirmation message with your new Pixel ID. If you want to view your pixel code and install yourself, click ‘Install Pixel Now.’ If you want to email to yourself or to the person who would install the pixel, click ‘Email Pixel Code.’ Regardless of which option you pick, you can access the pixel code at any time after this screen so don’t worry too much about what you pick.
Now you’ll want to install the pixel so it tracks visitors across all your webpages. The Facebook WCA pixel will automatically track visits to pages on your website and show this information in a report in Facebook Ads Manager, so there’s no need to pass specific page information.
How to Track Specific Events with Facebook Website Custom Audiences
If you want to track events like ‘Add to Cart’ or ‘Checkout’ you’ll need to modify the code on the specific event page with an extra line of code. See the line highlighted in green in the example below.
By default, your pixel code will include an event tracker for Page Views. Leave this line in here when you add other events to track. You can track multiple events on a page. Just make sure they’ll are included before the closing script tag.
Here’s how to find the event code you’ll need:
- Go to Facebook Ads Manager.
- Go to Tools, then Pixels.
- On the bottom right you’ll see 4 tabs. Choose Events and click Set Up Conversions.
- A window will pop up and show the code for each event type. Select the desired Event Code and add to the page the event occurs on your website.
The 9 events you can track through Facebook Website Custom Audiences (WCA) are:
- View Content
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Complete Registration
Some of you may not yet have access to the new Facebook Website Custom Audience pixel. Facebook is slowly rolling this out to advertisers so keep an eye out for it in Ads Manager. If you do have access, it’s worth migrating over to the new pixel set up.
If you’ve tried your hand at Facebook Ads and have questions or you’re struggling to get off the ground – leave a comment below or you can reach us here.