What is the Facebook retargeting pixel?

Are you familiar with Facebook’s Custom Audience pixel? This monitoring tool from the world’s top social network allows you to measure the impact of your advertising campaigns and to contact “lost” visitors, inviting them to return, as part of a “remarketing” strategy.

Facebook pixel: winning over lost visitors

Consisting of a few lines of HTML code to be placed on your website, the Facebook pixel records data on users who viewed your pages after clicking on a Facebook ad, but who did not follow through to the completion of an action (they did not make a purchase or leave their contact details). After learning more about these “lost” visitors, you can launch a targeted campaign to encourage them to take the desired action (make a purchase, upgrade to a premium subscription, etc.).

Facebook pixel: insight into your customer’s habits

From this data, you may create audience types, or different categories of users that Facebook will help you to identify. These custom audiences only take into account information on the profiles that interest you: visitors to a given page, those who lingered on a specific product, who placed a certain product in their shopping cart, etc. You can also observe the habits of your customers, such as, for example, whether they switch from one device to another before making a purchase.

Facebook pixel: for targeted and effective advertising

These audiences become the targets of customised advertising campaigns, which have an impact on the newsfeeds of users who have visited your site and expressed interest in your products or services. Through targeted advertising, you are simply encouraging them to return to your site to complete the action they started. In this way, remarketing strategies offer a high conversion rate, since you are only targeting users who already know you!