Facebook Pixel: The Holy Grail in Retargeting Campaigns on Facebook.

Retargeting, also known as Remarketing, is the most powerful online branding and conversion optimisation tool for online Advertising; grounded on a cookie-based technology that can help your brand in front of bounced traffic after they leave your website, Retargeting is the key for your success in terms of target audience management and returns on investments

Most of retargeting campaigns activities are run through Facebook, and in these terms Facebook Pixel is the new Holy Grail in Retargeting through Facebook, especially in terms of target audience numbers and successful returns.

Why should Facebook Pixel be used in Retargeting?

The pixels
Pixels are common to many advertising platforms and they are used to drop a cookie that will track visitors on your website, so that you can advertise to them later. And this how Facebook Pixel works; once the client leaves your brand’s website a pixel will remain on the client’s laptop’s browser.

Better returns on your investments
Facebook pixels offers three core functions in order to help you get a better return on investment:
 a. Custom audiences from your website
 b. Custom conversions
 c. Custom and standard events

a. Custom audiences from your website

This is how Facebook helps you retarget website’s visitors. If you have Facebook Pixel installed it will help you track the movements of any visitors on your website, who are simultaneously connected on Facebook. It will record which pages they visit and which pages they don’t. Using this data, you can advertise to very diversified target audience types.

b. Custom conversion

Similarly to creating Custom Audience, with Facebook Pixel you can create two types of Custom Conversion: either by selecting a completion page and naming the conversion, typically a thank you page; or by choosing the category of conversion and add a monetary cost; this will help you verify whether you campaign is profitable or not.

c. Custom and Standard events are an advanced feature of the Facebook pixel. If you only use Custom Audiences and Custom Conversions, you’re in great shape. In the 80-20 of Facebook advertising, you’ll already be doing the simple things that have the biggest impact.

Custom and Standard events function similarly to the old Facebook conversion pixels. You can create Custom and Standard events with a bit of extra code. Custom and Standard events help get past your limit of 40 Custom Conversions, offer more robust analytics and reporting, and have greater accuracy.

While Custom Conversions are tied to a URL (usually for some kind of thank you or completion page), Custom and Standard events don’t need to be. Instead, conversions can be tracked by adding an additional line of the code to the page of interest.
There are nine conversion types you can use with Custom and Standard events, each with its own line of code. This code will tell Facebook what to track and will be inserted into the Facebook pixel code — but only on the page you want to track conversions on.