Facebook Pixel is Facebook’s remarketing and conversion code. It allows you to collect data about users of your pages or apps and create remarketing audiences based on it.
Work with events
You can evaluate the conversion rates of your campaigns through events. Some events can be set up within the Event Setup Tool if you only have the Pageview portion of the Facebook pixel embedded on your site. However, we recommend working with different events (Purchase, Lead, AddToCart, etc.) that are much more accurately measured directly from the site or Google Tag Manager.
Why do we use it?
Using the Facebook Pixel is key to optimising campaigns directly within the Facebook Ads environment. To properly evaluate campaigns across the entire marketing mix, we recommend using tools that include attribution for multi-channel user journeys (such as Google Analytics). At the same time, it is not advisable to try to compare conversion data in Facebook Pixel with event or goal data in Google Analytics.
Changes in iOS 14
Facebook Pixel has long been the king of measuring the behaviour of specific users across the internet and apps. This situation has changed, especially with the arrival of iOS 14.
Very simply, this version of Apple’s operating system modifies the way campaigns can be measured on mobile devices (not just Facebook, but other ad networks as well). Information about user interaction on devices running iOS 14 (and above) is no longer sent directly to the ad platform’s servers, but goes through an environment often referred to as a privacy sandbox. Here, the data is aggregated, anonymised and passed on to the ad platform. The functioning of the privacy sandbox is handled either directly by the operating system or the web browser.
Gone are the days when 100 conversions in an advertising system actually meant 100 conversions. Now it can mean anything, but it’s still the best data we’re going to get, there’s no other way.
Since the new process of measuring aggregated conversions (called Aggregated Event Measurement by Facebook) is technically challenging on the advertising platform side, Facebook Pixel measurement on mobile devices is limited to 8 events ranked by priority. So the system will try to deliver information on the priority events first and then the lower priority ones. However, the lower priority events may never receive data. Another impact of these changes is a data delay of up to 72 hours.
Similar changes can be expected in other devices, operating systems and browsers in the future. If you need help with measuring your digital projects using Facebook Pixel, feel free to contact us.