5 Steps to Priming Your New Facebook Pixel Using Micro-Influencers
Have you ever been browsing the internet when you impulsively decide that your collection of artisanal coffee beans has been lacking lately? You decide to do a little bit of online shopping but quickly decide that your wallet doesn’t quite agree with your taste buds at the moment and close the tab.
Later you’re browsing Facebook looking at pictures of your friend’s new baby thinking, “have my best years passed me by?” When suddenly it’s staring you right in the face, the perfect remedy to your existential dread — the same coffee beans you were eyeing up earlier in the day, nestled perfectly in your newsfeed via a well placed ad.
No, Facebook hasn’t been reading your brainwaves (at least not yet), but they are doing the next best thing — tracking your browsing habits on other sites, using a tool they call the “Facebook Pixel”. A tool you can use to create highly targeted ads and increase conversions on your website.
In this guide we will learn:
1) How the Facebook Pixel works
2) How you can set up a new pixel and prime it using influencers in 5 simple steps
What is the Facebook Pixel?
A Facebook Pixel is, well, just that — a pixel. It’s a piece of code on the backend of your website that drops a 1x1 transparent image onto your website. When a user visits or interacts with the website, the pixel fires sending that data back to Facebook.
This data allows you to gain insight on your audience, target those who are already interacting with your brand, track how effective your ad spends are, and with enough data, create new audiences that have similar interests and habits to those of your most valuable customers. The idea here is that starting out with FB Ads without any data can be very expensive. To succeed with FB Ads, you need data.
This data will be gathered organically over time and requires ~50 actions for each event to be triggered before it can start providing actionable insights. To speed up the process and prime your pixel in a short amount of time you need to drive traffic to your site — a great way to do this is by using micro-influencers.
Step 1: Set up your pixel
Creating your pixel
To create your first Pixel:
Open up Facebook Business Manager. From the dropdown menu at the top left and select ‘Pixels’.
From there, select “Create a Pixel”
Name your Pixel and and select “Create”
Congrats! You’ve successfully created your first Pixel! Now let’s get it on your site.
Adding a Pixel to your website
To add the pixel to your site, you’re going to have to dig around in the backend of your website.
If you have a developer on your team, Facebook gives you to the option to pass the reins to them and let them do the dirty work.
If you’re using a one of Facebook’s partner platforms like Shopify, Wix, or Squarespace, the process is much simpler. The process is different for each platform but thankfully Facebook offers a handy step by step guide for each platform which walks you through each step — usually installing a particular plugin or copy and pasting a simple code.
If you’re managing the backend of your website yourself or your platform isn’t yet partnered with Facebook yet, select “Manually Install Pixel Code Yourself” and let’s get down to business.
The first thing you’re going to need to install is the base code. This piece of code is unique to your pixel and is installed in your website’s global header. Locate the <head> </head> tags in your webpage code, or locate the header template in your CMS. Copy the the entire Pixel code to your clipboard, paste it directly above the </head> tag and you’re good to go! That wasn’t too hard was it?
- Be sure to turn on ‘Automatic Advanced Matching’ to give your Pixel the most data possible.
- Send some test traffic to your website after installing the code just to be sure that everything was done correctly.
Next, you’re going to have to decide what events you want to track on your website. These often vary by industry but thankfully Facebook allows you to select yours and offers suggestions.
Select the events you want to track, and follow the directions accordingly. The process is going to be similar to installing your base code but will have to be done in the body of individual pages rather than on your website’s header.
Be sure to add in event parameters so you can track things like return on investment and cost per conversion.
This process can be a process so if you’re strapped for time, consider bringing on a marketing apprentice to give you a hand.
Test your pixel
Once your events are added, you will want to make sure everything is setup correctly. Install the Pixel Helper extension and visit your website. Click on the extension in the toolbar of Google Chrome and check to see if all your events are tracking.
Add pixel notice to your website
According to Facebook’s terms (and in some places, the law) it’s important to add a notice to your website to let visitors know that their data is being collected, and that they have the option to opt-out.
Check out the 3rd point on Facebook’s Business Tools Terms for more info.
Step 2: Select your micro-influencer
Now that your pixel is up and running, it’s time to prime it by sending some traffic through to your website.
Rather than wait for users to visit your website and send this data to the Pixel organically, you can speed up this process and prime your pixel in just a few hours by leveraging the power of influencers.
In our last blog post we showed you how to identify and use influencers to grow your business. You’re now going to apply that same knowledge with the goal of feeding your pixel enough data to prime it.
Start off by using some of the tactics for finding micro-influencers outlined in our last post. Make a list of 10–20 that fit your niche and have somewhere between 20–100k followers.
Step 3: Assess your micro-influencer
With so many fake accounts floating around today, it’s important to not take an influencer’s follower count at face value. Analyzing your potential influencers for things like — growth over time, engagement rate, and audience location, can get you a clearer picture for how effective a partnership with them could be.
Analyze your initial list of influencers and pair it down to 2–3 you want to work with.
Step 4: Negotiate with your micro-influencer
The entire goal of priming your pixel is to reduce costs when it comes time to run ads on Facebook. You don’t want to break the bank by throwing money away on an expensive influencer that doesn’t produce results so it’s important you negotiate with your micro-influencers. Many will want you to do a 24 hour sponsored run but if you did your research and selected a high quality influencer then a few hours is all you will really need to drive enough traffic to your site.
Try negotiating a 3 hour run at first. If the results are great and you are seeing a positive ROI then you can start talking with them about running a longer promotion.
Step 5: Analyze results
Don’t forget your KPIs. If you want to use your pixel to run an ad optimizing for product purchases, make sure you’re tracking the product purchases firing on your pixel via Facebook Ad Manager. If you’re looking to optimize for app downloads, make sure you’re tracking that. Try to focus on an event near the bottom of your funnel as the other events above it will be already be triggered as a result.
Remember that you need about 50 unique users triggering your desired event per week before you will have enough data on your pixel to take meaningful action.
The Facebook pixel is a powerful tool that nobody advertising on Facebook should be without. To get the most out of your pixel and reduce costs when it comes to advertising, it’s important to prime with meaningful data. For a quick hack to prime your pixel, pair with an influencer to drive traffic to your site. Be sure to do your research on the influencer before finalizing any agreements and stay focused on your KPIs.
Follow our Smart Marketing series so you don’t miss next week’s article where we teach you how to use your freshly primed pixel to generate lookalike audiences, set up your first Facebook ad campaign, and develop ad creative that converts!