What are the benefits of using a Facebook Pixel with my Shopify store?
We highly recommend adding a Facebook Pixel to your Shopify store as it provides many benefits that help you improve conversion and make your advertising more effective.
1. Get richer insights about your website visitors
Around 2.4 billion people use Facebook every month, with two-thirds of them using it every day. To say that Facebook knows quite a lot about their users is a bit of an understatement.
Adding a Pixel to your website enables you to get access to some of this rich data (at an agregated level) for the people who visit your website. You get much of the data you’d expect to see in Google Analytics but you also get better demographic information with Facebook Analytics – primarily around the age and gender of your website visitors.
2. Track website visitors across devices
As so many Facebook users check their Facebook feeds regularly they are typically logged in to Facebook on multiple devices – their desktop computers, tablets and mobile phones. This means Facebook can track user behavior across devices. So if someone saw your ad on their mobile phone going to work in the morning and later visited your website on their work computer Facebook would know it was the same person and be able to attribute that mobile ad to a visit to, or purchase on, your website. This information is crucial in improving the targeting of your ad campaigns.
3. Retarget website visitors with custom audiences
Tracking your website visitors with the Facebook Pixel enables you to create custom audiences for any ads you want to run on Facebook, Instagram, Messenger and WhatsApp.
For example, you could create an abandoned cart custom audience and run a retargeting campaign to show product ads to people who had visited your site, added some items to their cart but did not complete a purchase. Or you could run ads to retarget people who viewed a particular product when you have a promotion on that product.
4. Find new customers with lookalike audiences
Lookalike audiences is a powerful feature of Facebook Ads and a very effective way to find new customers. It enables you to create an audience that looks like one of your custom audiences so you can run ads targeting them. For example, you could create a custom audience for all customers who spent, say, over $200 with you over the past month and then ask Facebook to build a lookalike audience of these customers. Facebook would use the data it has about these customers to find other Facebook users who have similar characterisitcs and then you can target your ads at these people.