Facebook Custom Conversions: A Beginner’s Guide

It is such great business news to know that Facebook advertising is finally rolling out an updated version of the Custom Audience and Conversion pixels. However, despite this great news, an innumerable number of marketers are still confused regarding the implications of this new pixel. This formal announcement is still too complex for users and the biggest huddle is the lack of a clear guideline on how to use the new pixel. This should no longer be difficult to understand as there are clear comprehensible instructions that can used by marketers.

What is a new pixel for? This is a question that many Facebook users will want to know. In retrospect there were only two types of pixels that had different functions. The Audience Pixels were an excellent platform to create website with custom audiences. For this, there was only one pixel for each advertising account. The Conversion Pixels have a greater advantage by optimizing campaigns used for advertising and at the same time tracking conversions. As with most technologies, there was a need for a newer pixel with advanced features. One of the exemplary features is the Dynamic Products Ads that has provision for redirecting Ads to customers who have visited a specific site or product before.

Redirecting customers to your website is now possible with the Website Custom Audiences. The dynamism of the product comes with challenges that make the process more complicated. This is where the Dynamic Product Ads become relevant. In addition, just as many businesses with a huge product line need a detailed report with useful information on such issues as the quantity of items sold and how the customer found the product to be. One effect that needs to be noted is that having many different conversion pixels could actually slow down your website and in some cases the pixels could clash with one another. The SEO technicalities of your website could also be affected or interfered with.

The good news is that the enhanced pixel has been developed to solve pixel related problems that leads to a more productive reporting process. It is important to know and understand the new pixel features which include the following:

  • Unification of Pixels: There is no point in using various pixels to track customers and conversions
  • Loading is actually 3 times faster: Your website technical aspect such as SEO improves greatly and also reduces it from defects that could occur under normal circumstances.
  • Sharing of Pixels: This is fundamental when working with other stakeholders in the business industry.
  • Tracking multiple events: Each pixel has a parameter set that allows them to track up to nine contrasting standard events.

It is indeed amazing that there is one pixel to track all events. Until the introduction of the recent pixel, there were only two varieties of pixels, namely Audience Pixels and Conversion Pixels. The trend had been that a website could include several pixels in diverse pages and once in a while could be done within the same page. As earlier stated, this does not come without its challenges. From the Facebook Pixel Helper, it can be noted that it takes longer to load with many pixels in use. Errors do also occur whereby images become blurred.

Facebook has created a more unique pixel that is easy to use. As per the functions needed the code used can be multiplex to some extent. However, despite this slight complexity, the main code is extremely unique and familiar to all website pages. This in essence means that new pixels need to be included in all the pages and only comply with the ones that need to track conversions.

A huge milestone with this new pixel is that it is much faster. Loading will take a shorter time especially for multiple conversions required for more intricate websites. With three times faster the loading speed, multiple images can be loaded at the same time without presenting any problems. This also means that all information is sent at once to Facebook. Communication between users is much faster with minimal errors. Collaborating companies will now be able to share their pixels with one another without any problems. Tacking conversions has never been this easy and will definitely make Facebook advertising especially in Singapore more productive.

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