Facebook is one of the most accessed social networks in the world and the company's revenue continues to grow. In this positive scenario, it is important for companies to know how to extract results from these opportunities and the Facebook conversion pixel is one of them.
Pixels are widely used tools in digital marketing and help track user interactions. They are small pieces of code that improve the user experience and bring them closer to conversion.
If you are interested in the topic and want to understand how to use it in your business, continue reading this content.
What is a conversion pixel?
The conversion pixel is not exclusive to Facebook. There are telegram data pixels from various platforms and all types, but their purpose is similar: to generate user data so that companies can better understand their visitors and create more assertive campaigns for them.
A Facebook conversion pixel is a JavaScript code — a programming language — that is created within the ad manager , in a 1×1 format, which adds a transparent image to your website. Thus, with the help of internal cookies, all user actions will be tracked, such as redirection to other pages, products added to the cart, newsletter subscriptions and other types of conversions.
How does it work?
Pixels can be inserted into website pages, thank you pages, e-commerce sites and landing pages, for example. In practical terms, you can create a pixel through the Facebook ads manager and add it to your purchase page.
Every time a user arrives at this page via a Facebook ad, the pixel triggers a server that records the visitor's actions. It is important to note that the pixel is not a spy capable of understanding what is written and stealing this data for companies.
In other words, the pixel simply tracks the user's steps and indicates the path followed by them. This is how companies can send personalized emails to visitors mentioning products added to the cart or purchases that were not completed. You have certainly come across this situation before and it was only possible with the help of the conversion pixel.
Therefore, the main purpose of the pixel is to integrate the consumer experience with the content displayed on websites and social networks. For the brand, it provides more accurate information about the type of offer desired by the public, which campaigns generate the best results and how the persona behaves with each type of ad or interaction.
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