Where to Place the Facebook Pixel to Perfectly Segment Audiences
May 28, 2014
If you read our last post, you now know that Custom Audiences from websites can help you achieve three key marketing goals: discover new audiences, scale high-performing audiences, and remarket to potential customers. The next step is setting up the Custom Audiences pixel to start collecting data from your website.
To recap, a pixel is a line of code generated by Facebook that can be copy/pasted into the header of your website that looks like this:
Once embedded, the pixel will record who visits each page of your website and match this individual to their unique identity on Facebook, creating a Custom Audience.
Where you place the Custom Audiences pixel on your website determines what type of data you gather about your website visitors. Essentially:
- General pixel placement (all website pages) registersall visits, resulting inageneral, significantly-sizedCustom Audience of all website users
- Specific pixel placement (select website pages) gathers data to segment that audience into actionable groups
So let’s talk best practices for general and specific placement of Custom Audiences pixels and how each affects data collection:
Put Pixels Everywhere to Capture Data
The first rule of thumb when placing pixels: place pixels on every page possible. Facebook recommends you “place the Custom Audiences pixel across every page of your website” in order to capture audience data from your entire marketing funnel. This ensures that every visitor’s data gets collected – no matter if they just visit the homepage and bounce, or spend significant time browsing your pages and making purchases.
So why every page and not just the pages for conversions or those that represent my top performing segments? Because if you only place the pixel on your domain, a popular landing page, the checkout page, or your blog, you only register a portion of the total users. This results in a smaller pool to leverage for retargeting, creating lookalikes and so forth. When it comes to capturing website data, it’s important to go for big numbers first, then refine down.
Site-wide pixel placement is also crucial because marketing objectives change over time – even on successful campaigns. Uniform placement site-wide makes your campaign nimble enough to change targets and objectives on the fly.
Place Pixels Strategically to Segment Audiences
Once you have placed pixels absolutely everywhere, it’s time to segment users into Custom Audiences based on the pages they have visited. This way, you can target personalized ads to people who have visited specific product pages, searched for a certain product, or a number of other criteria based on the page they visited.
The Custom Audiences pixel should be placed strategically in order to track data for each segment. Below are the best practices for pixel placement and leverage based on objective:
|Where To Place Pixel|
|All website visitors.||All pages on your website.|
|People who searched for specific item on your website.||Search results page.|
|People who viewed a specific product or category.||Product details page.|
|People who started purchase process.||Checkout page.|
|People who completed purchase process.||Order confirmation page or “thank you” page.|
|People who were referred from an ad or other paid efforts.||Landing pages.|
|People interested in deals/discounts.||Deals/discounts page.|
This directed approach only works once you have collected substantial visitor data to identify and leverage the most lucrative audiences and objectives. Rather than assuming you know your target audience, wait to see which segment proves to be the most lucrative before selectively retargeting. For example, if you only place pixels on a clearance page assuming that’s where your highest ROI targets fall, you’ll miss the opportunity to reach users on the checkout page that abandon the sales funnel at the very end.
As we mentioned before, you should have a targeted audience in mind and a specific objective, but don’t override general placement. It’s still important that you account for all of your website visitors, then refine from there.
If for some reason you can’t place the pixel on every page (very large eCommerce sites for example), or have a specific objective that is not likely to change over time, precise pixel placement is a guide for each objective, keeping in mind that higher-quality targets come at the expense of Custom Audience reach.
Now you know where to place the Custom Audiences pixel to achieve your marketing objectives. The next (and last) step is actually placing the pixel! Read more on how to place the pixel in our next post.