Creating a Facebook pixel is a great way to keep a pulse on your website visitors and know their behaviors and preferences. You can build custom audiences, remarket your ads, and have an overall measure of the effectiveness of your campaigns. Here are four benefits for using a Facebook pixel.

1. Creating A Retargeting Campaign

Facebook’s pixel tracking data allows you to show targeted ads to people who previously visited your website. For instance, say you are running an e-commerce website and someone abandons their cart. Now imagine showing this potential converter an ad for the exact product they abandoned in their shopping cart.

2. Lookalike Audiences

different looking people for look alike audiencesUtilizing the data from the Facebook pixel, you can create lookalike audiences. Lookalike audiences are created based on shared traits with a specific group of existing prospects. You can set the degree of likeness to your current audiences and then A/B test as you like.

3. Measurement

Unless you are using a Facebook pixel on your website, you won’t be able to accurately measure the impact of your Facebook advertising efforts. If you want to track data like page views, searches on your website, or items that were added to a shopping cart, then you need the Facebook pixel installed.

4. Cross-Device Conversions

different device options to use FacebookMeasuring cross-device conversions is a great way to keep track of audiences when they are using different devices. For instance, while waiting at the doctor’s office you see an ad for a product on your feed. Will this potential customer purchase right on the spot? Most likely not. However, later that evening this potential customer goes on a desktop device and purchases the product. With the Facebook pixel you can keep track of such activity amongst different devices.