Facebook is an integral part of our everyday lives, that is by now a fact, not an assumption. Besides being an excellent platform for sharing what’s going on in your life with your friends (and cats doing funny things 🙂 ), Facebook is a gold mine for marketers, especially those that are responsible for promoting a webshop. A well-crafted Facebook Ad is a powerful tool in the hands of a right person. Facebook Ads are by far the cheapest from any other social platforms (Linkedin?), they can achieve costs per click sometimes even under 1 cent and they allow you to deliver your messages to your customers.

Additional benefit: with good ads, your brand grows, especially if it’s backed by an amazing customer service.

The level of customization of Facebook ads gives marketers the ability to adjust everything so your customers get the ad that is that one thing that they were missing their entire lives. 98% of people today are on their smartphones while they walk, wait for the tram/bus, while they are having coffee, and mostly they’re checking Facebook. It doesn’t make sense for you to ditch Facebook ads and buy an ad space in a glossy magazine that people don’t read while waiting for a doctor appointment. 

There’s one particular part of Facebook ads that makes them so darn powerful: The Facebook Pixel

What’s a Facebook pixel and how does it work?

The Facebook pixel is a code that you implement on your website that uses cookies to track specific users actions. When you add the pixel, it works in the background and it gathers useful information about your website visitors, what they do, what they click etc.  All of that data you can then use to re-target your ads to them, but more on that later.

Main 3 ways to use Facebook pixel to your advantage

Track Conversions

With Facebook pixel, you can track:

  • How people view and interact with your ads
  • What ad is attracting the most leads
  • Whether the ad converted a customer via Facebook on their mobile device or on desktop
  • You can create, execute and track custom goals that mirror your overall marketing goals. 
Show specific ads to specific audiences

The beauty of the Facebook pixel is that with it, you know exactly who is doing what on your website (if you implement it properly). When you know that there are a certain number of visitors that have done something on your website, i.e. downloaded a detailed product description, subscribed to your newsletter, downloaded a press-release, you can be sure that they will most likely click on a targeted ad from you. Afterall, they already know you and trust you. All of your visitor’s actions can be tracked via Facebook pixel and used later to send them targeted ads depending on what they did before on your website. 

Better target audiences

Once you gathered all the information about your visitor’s actions on your website, you can use that data to create a lookalike audience. This new audience mirrors your current visitors base and expands it based on:

  • Demographics,
  • Interests,
  • Likes,
  • Habits,
  • Interactions

At the end, if you get good at targeting, that will ensure that you’re targeting people that will probably love your stuff and become your customers at a certain point.

Conclusion and following up

If you run a webshop and your running Facebook ads but you’re not tracking them via Facebook pixel, you’re probably wasting your money. With the Facebook pixel installed, you can optimize your customer’s journey, establish (or improve) good sales funnel and get more for paying less.

Part 2: How to set-up the Facebook pixel and implement sample conversion tracking


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