As you might have noticed from our last few posts, this week is Facebook week here on the Wishloop Blog.
Enough boasting though – The point is we were so busy there was never enough time to keep up with everything so the first task for 2016 is catching up with whats about to change – starting with Facebook, which – we all know is THE MOST POWERFUL MARKETING TOOL AROUND.
And let me tell you….
There have been MASSIVE changes…
…..and there are a whole lot more on the way.
If you haven’t already caught up….you probably want to read this, but beware – this only scratches the surface, and to be honest – a library of lead magnets wouldn’t cover it, so…. it might be time to get some specialist help – that might be the MOST profitable move you make in 2016!
So – Whats happening?
Last year , Facebook announced a major change to the way their marketing algorithms work
To learn mor, you might want to start here – FB Official explanation This is the official breakdown from Facebook. If you can understand it, congratulations!
There’s no simplified, step-by step guide produced as yet – hopefully this will give you an idea….
The Magic Pixel
Facebook have introduced an upgraded pixel…some people call it MAGIC
Before there were two types of pixels available on Facebook, each with a different function.
- Audience Pixels: They are used to create Custom Audiences – one pixel per account.
- Conversion Pixels: With a double function – To optimize ad campaigns and track conversions.
However, as Facebook kept improving their advertising platform with new features, there was a need for a more robust pixel.
One of these features is Dynamic Products Ads – which allow retargeting of users who have visited specific products or categories from your website. If you have just a few products, retargeting can easily be done using Audience pixels; but as range increases it gets complex! – That’s where Dynamic Product Ads become really useful.
Furthermore, businesses trying to collect complex feedback information need to include many different conversion pixels in their checkout pages – this seriously slows down your website operation and can badly affect your SEO
The Main Features of the upgraded pixel
The new pixel includes several interesting improvements and new features. The most significant ones are:
- Pixels are unified: No need to use different pixels to track audiences and conversions.
- Loading is 3X faster: Improves your website SEO and reduces risks of malfunctioning.
- Pixels can be shared: Useful when working with agencies or collaborating with other businesses.
- Multiple event tracking: Pixels allow tracking up to 9 different standard events, each of them with a set of parameters.
Lets look at these a bit more closely
One Pixel – the ultimate tracker
Until now It was quite normal for a website to include several pixels in different pages — and sometimes within the same page. As we have seen, this practice could bring some problems. If you want to see this in action try the Facebook Pixel Tracker
It will give you an idea of just how cluttered your Page can be.
Depending on the function(s) required, the code associated could be more or less complex and / otr include additional lines. However, the base code is unique and common to all pages in the website. Thus, moving forward you’ll need to include the new pixel in all the pages of your website, and then adapt the code only on the ones where you’ll like to track conversions.
Faster is Better
The new pixel provides faster loading times, which is certainly an advantage — especially for complex websites that require tracking multiple conversions. Facebook have publicly stated that this should lead to 3X faster loading times
A pixel is an image of a size 1 x 1px (hence the name) loaded by a browser when a user accesses a page.
Having multiple pixels would require loading multiple images, but more importantly, once the pixel is loaded, the code notifies Facebook’s servers, more pixels = more information = more time. If you’re generating decent traffic, this can make a huge difference. Added to this, pixels are like marbles – if there are lots rolling around, they’ll eventually bump into each other – i.e. try to communicate with Facebook simultaneously, which generates conflicts.
With the new pixel, not only do you need to load one pixel, but all the information associated is sent to Facebook once. increasing communication speed and reducing the risk of errors.
Sometimes a business may want to share their pixels with another company. This is quite normal when working with agencies or in business collaborations
Its important to note that sharing pixels can only be performed using Business Manager. To share your pixel, just follow these steps.
- Go into Business Manager, and from the Settings menu select ‘Pixels’ on the left column
- Select your pixel and click on ‘Assign Account’ (or ‘Assign Agency’), depending on your specific needs.
Events and Parameters
The old conversion pixel allowed tracking of 5 Different types of user actions –
- Key Page Views
- Adds to Cart
These actions were enough for many businesses, but complex websites require more information, and lets face it – any business can never have too muck feedback info.
Now, the new pixel allows tracking 9 different user actions (or standard events). Each of these standard events can incorporate a series of parameters that could provide additional data.
The new events are:
- View Content
- Add to Cart
- Add to Wishlist
- Start Checkout process
- Add Payment Information
- Complete Purchase
- Complete registration
Whilst the list of parameters has increased to 10 variables –
This structure allows MASSIVELY IMPROVED conversion tracking.
So – Should YOU make the switch?
I say YES – we’re on it as we speak, BUT –
Before you upgrade, note that the Magic Pixel is still in the rollout stage and not all users can access it – As Facebook explained –
‘Through a new Custom Audience Pixel Stats API and in Power Editor and Ads Manager we are gradually rolling out a new pixel view and troubleshooting dashboard that allows marketers to get a snapshot of the pixel traffic on their website.’
This means there could be cases where Power Editor or Ads Manager do not report the standard events for the new pixel. In these cases upgrading to the new pixel would show zero conversions for your campaigns.
To confirm if your account is ready to work and report on the new pixel, do the following:
- Go to Ads Manager or Power Editor and create a Website Conversions campaign.
- When prompted, click on the field labelled ‘Choose a Conversion‘
- If your account is ready, Facebook will display the new 9 standard events — together with any conversion pixels you had created previously.
If you cannot see these 9 standard events, then your account is not ready yet. If this is the case, don’t worry. Your existing conversion and custom audience pixels will continue to work until FB catch up with themselves (Any time this year!)
So – How do we do it?
Migrating to the upgraded pixel is a three step process:
- Implement the new Audience pixel
- Adapt the new pixel to track conversions
- Remove the old Facebook pixel
Sounds simple doesn’t it… believe me it’s not.
And Finally – ONE BIG
This article from the Electronic Frontier Foundation gives a great explanation.
The new rules aren’t directly relevant to us (I hope) but the whispers say that this is the front end of a purge on all those who contravene Facebook T&Cs – so please kids,
KEEP IT LEGAL!
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