piksel na fb

Piksel Facebooka od podstaw

Czym jest Piksel Facebooka?

Jest to narzędzie analityczne Facebooka – mały fragment kodu, który umożliwia monitorowanie zachowań użytkowników i urządzeń, z jakich korzystają, by optymalizować konwersję i same reklamy, a co za tym idzie – obniżyć koszt za aktywność związaną z reklamą i dotrzeć do większej ilości użytkowników zainteresowanych danym produktem lub usługą.

Jest to niezwykle przydatne narzędzie i absolutny niezbędnik, jeżeli chcemy by nasza firma rozwijała się i skutecznie docierała swoimi reklamami do zainteresowanych użytkowników.

Kod piksela składa się z dwóch części:

  • podstawowej,
  • kodu zdarzenia.

Podstawowy kod piksela śledzi cały ruch na stronie internetowej.

Kody zdarzeń to dodatkowe fragmenty kodu, które pozwalają śledzić określone działania na danej witrynie np. rejestracja, zapis do newslettera, dodanie do koszyka czy zakup.

W jaki sposób działa Pixel?

Po dodaniu do witryny zbiera on informacje o osobach odwiedzających daną stronę WWW. Monitoruje też ich aktywność na tej stronie i działania, jakie podejmują.
Pozwala to na późniejsze docieranie do tych osób, czyli skorzystanie z remarketingu i przypominanie o sobie po pewnym czasie.
Co więcej, dzięki monitorowaniu aktywności użytkowników, daje możliwość wykluczenia pewnej grupy odbiorców, np. tych, którzy dokonali już zakupu.

Co Piksel może dać mojej firmie?

Dzięki monitorowaniu aktywności użytkowników możemy odpowiednio zoptymalizować stronę, zarówno w wersji na przeglądarkę komputerową, jak i urządzenia mobilne.

Poprzez zapisywanie przez Piksela informacji o odwiedzających możemy lepiej targetować reklamy, aby docierały one do osób, które odwiedziły stronę i nie dokonały zakupu, czy nie umówiły wizyty.

Również, dzięki informacjom o użytkownikach, którzy przebywali na danej stronie, możemy wyszukiwać nowych, potencjalnych klientów, tak by byli oni podobni do tych, którzy odwiedzają naszą stronę i z niej korzystają – zwiększa to szanse na to, że będą zainteresowani naszymi produktami i usługami.

Piksel Facebooka wpływa pozytywnie również na konwersję, czyli wykonanie przez użytkowników pożądanych działań. Kiedy na stronę trafią osoby, odpowiednio dopasowane do tego, co ona oferuje, są większe szanse, że będą przeglądać produkty i usługi, dodawać je do koszyka i ostatecznie dokonywać zakupu.

Tworzenie Piksela krok po kroku

Jeżeli chcesz stworzyć Piksel Facebooka dla swojej strony konieczne będzie otwarcie menedżera reklam na Facebooku.

  1. Z menu w lewym górnym rogu wybierz zakładkę Piksele.
  2. Na następnej stronie kliknij zielony przycisk – Utwórz Piksel.
  3. Wpisz nazwę swojego Piksela i naciśnij przycisk Utwórz.

Zrobione! Teraz dysponujesz kodem niezbędnym do zainstalowania piksela na swojej stronie.

Instalacja:

Samą instalację możesz przeprowadzić na kilka sposobów:

  • Skorzystać z usług programisty Twojej strony internetowej,
  • Skorzystać ze specjalnej wtyczki Facebooka,
  • Zrobić to ręcznie.

Sposób na ręczną instalację Piksela na stronie internetowej:

  1. Znajdź kod nagłówka witryny – to znaczy znajdź znaczniki <head> oraz </head>.
  2. Skopiuj wcześniej stworzony kod Piksela z Facebooka.
  3. Wklej kod Piksela jak najbliżej znacznika </head>.
  4. Sprawdź teraz, czy piksel działa poprawnie – wykorzystaj do tego oficjalne rozszerzenie – Facebook Pixel Helper.
  5. Gotowe! – Twoja strona dysponuje teraz podstawowym kodem Piksela.

Piksel jest bardzo przydatnym narzędziem, bez którego prowadzenie działań reklamowych na facebooku jest znacznie mniej skuteczne. Dzięki opracowaniu strategii marketingowej opartej na danych kolekcjonowanych przez piksela będziesz mógł lepiej wykorzystywać swój budżet reklamowy – docierając do odpowiedniej grupy odbiorców.

174 thoughts on “Piksel Facebooka od podstaw”

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