If you have ever wondered how successful your Facebook ad campaigns have been, there is a way to track the traffic that Facebook drives to your site. It’s a feature offered by Facebook called Pixel.
Regardless of your expertise in web design, it’s important to have Pixel for three reasons:
1. It measures cross-device conversions – for example, someone who saw your offer page on a mobile device, didn’t convert, but came back later, via a desktop device, and did convert.
2. It optimizes ad serving – for example, by bidding higher to display ads to people who have converted or otherwise expressed interest in what you’re offering.
3. It builds Custom Audiences – so you can retarget ads to, on or off Facebook.
Once you are able to access all of this information, building a smart social media strategy will become much easier. For a full tutorial on how to set up Pixel and use it to track ads, click here.