Setting Goals in Facebook Ads With Standard Events
In this article, we’ll explore what Meta Pixel standard events are and how you can use them to create more successful ad campaigns. But first, a brief overview of the Facebook Pixel.
What is a Facebook Pixel?
To start with, the Facebook Pixel is a small piece of code that you embed on your website. This code is essentially a tool that collects data and helps track conversions from Facebook ads. It does this by placing and triggering cookies that track users as they interact with your website and your Facebook ads.
What are Facebook Pixel standard events and Meta standard events?
Facebook Pixel standard events, also known as Meta standard events, are predefined actions that people take on your website, such as making a purchase, adding an item to their shopping cart, or viewing a particular page.
By looking at the patterns that appear when you gather many standard events, you can evaluate the effectiveness of your Facebook ads and optimize them.
The Facebook Pixel tracks two types of events:
Custom events: user-defined events that help you track specific actions on your website
Standard events: Facebook-defined events, which cover the most common actions that users take on websites
Some standard events:
Adding payment information
Adding to cart
Adding to wishlist
Collecting customer information (Lead)
Making a purchase
Scheduling an appointment
Starting a trial
Submitting an application
How do Facebook Pixel standard events work?
Facebook Pixel and its standard events allow you to track users’ interactions with your website after viewing your Facebook ad. They work in two key ways:
Event parameters: When a user takes a specific action on your website that corresponds to a standard event, additional contextual information can be sent back to Facebook through event parameters. These parameters might include details like the value of a purchase or specifics about the product viewed or added to the cart. This data is beneficial for understanding user behavior, ad relevance, and optimizing future campaigns.
Pixel tracking: As part of the Facebook Pixel code, standard events can track these user actions and interactions on your website. When a standard event is triggered—say a user makes a purchase—that action is reported back to Facebook. This data allows Facebook to provide you with in-depth analytics about the performance of your ad and how users are interacting with your website after clicking on your ad. It also helps you create more targeted audiences for future ads and retarget people who have already taken some form of action on your website.
By using the Facebook Pixel and its standard events, you can better understand your audience, track the effectiveness of your advertising, and optimize your strategies to improve your return on investment.
What are the business advantages of Facebook Pixel standard events?
Facebook Pixel standard events offer several advantages:
Enhanced ad performance: Monitoring user actions provides insights into which ads are performing well and which ones need optimization.
Increased ROI: With data on ad performance, you can make data-driven decisions about budget allocation, maximizing your return on investment.
Comprehensive consumer data: Collecting data through standard events helps you understand your target audience’s behavior and preferences, empowering you to customize your marketing strategies.
Understanding the flow of actions on your website
Increasing sales on your website requires understanding the specific actions that occur there. For example, knowing how often users add items to their carts after viewing content or why some customers don’t proceed to the checkout page provides valuable insights into customer behavior.
In situations where the buying actions or purchase volume are insufficient for effective machine learning, you can adjust Facebook’s Optimize Goal settings. This may involve focusing on earlier actions, like users checking out or adding items to their cart. These adjustments enhance your chances of acquiring more customers and providing better data for Facebook’s learning algorithms.
An example use case for standard events: Illustrations from the real estate and insurance industries:
Real estate and insurance agencies often focus on registration and lead generation. Their online marketing efforts typically measure results from users who click a “Contact Us” button and provide information about themselves. At the beginning of a campaign, when there isn’t enough data, an agent might set their goal at the contact level. As the system gathers more information, they could move on to registration.
Aligning your marketing strategy
Once you have a good grasp of your customers’ behavior, it becomes easier to develop and implement strategic marketing plans that attract new customers and retain existing ones.
Suggestions for aligning your marketing strategy, using clothing brands as an example:
Start by promoting your top-selling products to draw in customers, as their popularity often sparks interest in other potential buyers.
If customers browse but don’t show an intent to purchase, consider suggesting similar items. For example, if they’re looking at jeans, propose a different style, color, or fabric type.
When a customer hesitates after adding an item to their cart, it often indicates comparison shopping. Offering unexpected discount coupons can provide an incentive for them to complete the purchase and revisit your website.
Once a customer makes a purchase, retaining them becomes a priority. Implement exclusive promotions for members to encourage repeat business and enhance customer loyalty.
Monitoring events on Facebook through the Meta Pixel is crucial for your business. By harnessing this robust tool, you can optimize your advertising campaigns, bolster your ROI, and gain valuable insights into your target audience.
At Morphosis, we’re dedicated to helping you design and execute an effective Facebook ad strategy tailored to your business needs. Reach out to us today to discover how we can help your business grow and achieve its goals.