You’ve probably heard of Facebook Pixel – the conversion tracking pixel to track off-site conversions of your Facebook campaigns. But why do you need it?
And is the setup process as complicated as it looks? Does it involve writing lines and lines of code? Do you need to hire a team of developers? No, no aaand… no!
This guide will explain why you should use Facebook Pixel and it’s conversion tracking, how to make it work for your business, and most importantly – how to get started in 10 minutes!
By the end of this post, you’ll be able to easily utilize the new WordPress plugin, Pixel Caffeine – the “magic trick” that helps you to easily track conversions and create Custom Audiences in a few simple clicks.
Ready to get better Facebook ad results? Let’s roll!
What is Facebook Conversion Tracking?
Before we dive into Pixel Caffeine, it’s important that you understand the importance of Facebook Conversion Tracking and how it helps advertisers see the ROI of their Facebook campaigns.
To set up Facebook conversion tracking, you need to use the Facebook Pixel – a particular pixel that you set up and place on all key pages of your website. This way, Facebook will be able to monitor what actions a visitor takes on your website.
You won’t be able to monitor lead conversions and sales that resulted from your Facebook campaigns unless you have the Pixel set up — and while CTR and CPC are important metrics, it’s the final conversions you’re interested in.
To check what conversions your account is capable of, log into the Facebook Ads Manager. In the Columns menu, you can choose between multiple ad reports that will show your ads’ performance.
Customize the report’s columns.
You’ll see conversions on the right.
Given that we are focused on website conversions, go ahead and select the option “Website Conversions” from the left-side menu.
As you can see, there are many custom website conversions that you can track. Facebook has nine Standard Events that can be easily set up with just a small edit in the Facebook Pixel code.
Tracking these website conversions is important for several reasons:
- You’ll know what’s the real ROI of your ad campaigns
- You can A/B test multiple ad elements and see which one results in most conversions
- You can create remarketing audiences based on the conversions and target them with specific ads
Of course, to do all of the bullet points above used to require getting the code on the right pages of your site – a process that took a lot of work or cost a lot of money.
Now you can do it all – quickly – and for 100% free.
So then…how do I install the Facebook Pixel and the conversion tracking?
We’ve seen so many marketers struggle with this task. And that’s exactly why we created Pixel Caffeine – a WordPress plugin that makes the installation process 10x easier.
With Pixel Caffeine, you can get the Facebook pixel site-wide without typing a line of code. That’s awesome, right?
We know there’s expensive plug-ins that promise the same quality, but unlike theirs, ours is free – plus you know it’s backed by AdEspresso (which means continual updates and improvements).
So now, instead of hours, you can install the Facebook Pixel on your WordPress site in a few minutes. After a few clicks, you can start creating Facebook Custom Audiences to send highly targeted Facebook ad campaigns.
On top of it all, you can integrate Pixel Caffeine with Facebook Dynamic Ads and WooCommerce to automatically track visitors based on what they viewed on your website (product name, product category and product tags). Imagine all the dynamic retargeting options on Facebook and Instagram that just opened up for you!
If you’d prefer to watch a video on how to install the Facebook Pixel with Pixel Caffeine, watch this instead (or read on!):
How to install the Pixel Caffeine plugin
Getting started with Pixel Caffeine takes only a few minutes.
Log it to your WordPress account and select “Plugins” from the admin panel. Click on “Add New.”
Search for “Pixel Caffeine” and click “Install.”
After that, activate the plugin, connect your Facebook account, enable tracking options and you’re ready to go.
How to use the Pixel Caffeine plugin?
The most important reason to install Pixel Caffeine is the super fast Custom Audience creating process.
Simply go to your Pixel Caffeine plugin, and set up new Facebook Custom Audiences based on website visitors’ actions on your site.
You can also use the Pixel to track custom conversions based on clicks, pages visits or interaction with CSS Selectors to monitor your Facebook ad campaigns’ performance.
You can even create a custom audiences for anyone who visits an exact URL, or a piece of a URL.
This is the easiest way to create super advanced Custom Audiences directly within WordPress.
Want to get advanced? You can delay the pixel firing if you want to avoid tracking bouncing users that come to your site in the General Settings tab.
And just when you thought it couldn’t get any better… You can also pass to Facebook advanced events and data like tags, categories and custom fields of the post being visited.
All the Custom Audiences, custom conversions, and tags you create with Pixel Caffeine plugin will be automatically synced with your Facebook advertising account.
5 Facebook Re-Marketing Campaign Ideas with Pixel Caffeine
1. Retarget all past website visitors based on different retention windows
Create Custom Audiences for of all your website visitors based on when they last visited your site (retention windows) and target them with a Facebook offer that reminds them of your brand. It will keep your offer in the top of their mind, and once the time’s right, they’ll make a purchase. You can target those who visited 7 days or less with one offer, and then older traffic (30 days + since last visit) with another.
For example, MailChimp’s Facebook ad could remind their past website visitors of all the newest awesome features:
2. Retarget people who visited specific landing pages
Not all landing page visitors convert on their first visit to your website. It would make sense to send them additional messages and offers via a remarketing campaign. Moreover, these people are interested in in a particular product or use case, so you’ll know which ads and messaged to use.
For example, Scoro’s remarketing ad targeted people who had previously visited their Project Management Software landing page:
3. Share your blog articles with past readers based on category
People who have read your blog posts in the past are much more likely to engage with your Facebook Page posts. Hopefully you’ve been classifying your blog posts by category. You could target them with more blog posts from the same category, or a lead generation (or purchase item!) exactly from that relevant category!
For example, Ahrefs could be sharing their blog articles with people who have already visited their blog based on the type blog post they read:
4. Retarget past purchasers based on product type
According to research by Adobe, in the US, 41% of overall revenue comes from repeat customers. Once somebody has bought from your brand, they are much more likely to buy again. Set up a custom conversion and create a Facebook Custom based on past purchase behavior.
Another good idea is to upsell. For example, if someone bought a Pokemon toy, you could upsell those customers on other merchandise like Target did:
5. Retarget free trial and freemium users
If you’re in the software business, you’ll often have to nurture trial and freemium users to become paying customers. Create a Custom Audience of all your free trial users and exclude the ones who have already converted to paying customers. It’s all possible with Facebook conversion tracking and Pixel Caffeine.
For example, promote helpful guides or webinars with your product, so that people can understand its benefits more easily. Here’s how Litmus has done it:
Now that you’re familiar with all the brilliant opportunities that Facebook conversion tracking presents, let’s see how you can get started and use it on your WordPress site.
And Now Go Get Started!
Now that you’ve mastered the science of Facebook Custom Audiences and you know the hottest Facebook ads secret (AKA Pixel Caffeine) go ahead and create some new awesome marketing campaigns!
After you’ve taken Pixel Caffeine for a test drive, let us know what you think in the Comments below!