What Is Retargeting and How to Work with Pixels?

Social networks, being a public space, offer ample opportunities for studying user behavior and targeted influence on consumers. Among all the tools, one of the most effective is the "Pixel", designed to work with an audience that is familiar with the brand or product.

Retargeting

Retargeting is understood as a set of marketing activities aimed at working with a targeted audience: these can be both users who have already made a purchase and those who have not taken any action, but have visited the target resource at least once.

In other words, if targeting is aimed at "cold" users, then retargeting works with real or potential customers.

Social network pixels

A pixel in digital marketing is a social network tool that allows retargeting. It is a code that is loaded onto the landing page in the form of a 1 x 1-pixel image. The code contains a set of instructions, thanks to which the browser records user actions on the site and transmits them to the social network. They, in turn, analyze the received data and build interaction with the user depending on his individual behavior.

How to work with a Pixel?

The pixel is configured in the network's marketing block, in FB it is called Ads Manager. The code itself is created automatically after entering a name and clicking the appropriate button. The code can be integrated into partner platforms, for example, WordPress, Shopify, Wix, BigCommerce, and others. In this case, further installation is carried out in the control panels of the respective platforms.

If the site does not use the platform, then another method is proposed - manually inserting the received code in the header of the landing page to the tag.

Next, in Ads Manager, you need to configure the events that FB will track. Events are understood as user actions on the site, which can be:

• purchase;
• lead generation;
• completed registration;
• adding payment information;
• adding to cart;
• adding to the "deferred" list;
• starting checkout;
• search;
• viewing content.

For each event, additional code is created and inserted into the corresponding page. For example, to work with the "Purchase" event, the code is placed on the purchase completion or order confirmation page. With "lead generation" - on the data entry completion page. And so on: full instructions for each event are provided in Ads Manager.

Read also:which advertising companies to use on FACEBOOK

Benefits

A pixel allows you to more precisely manage your advertising campaign and interact with consumers in a more natural way.

1. Suppose a user adds an item to their cart in an online store on whose page the Pixel is installed. The social network receives information about this event and will subsequently remind the user about the unfinished purchase on their page, which increases the likelihood of its completion.
2. The more events associated with a user, the more accurately you can build interaction with them. In other words, the system is engaged in predicting probabilities. For example, after purchasing one product (or several), after some time the user will be shown another product similar to the first one, which complements it functionally or is most often purchased together with it.
3. Since the social network has some information about each of its users not only as a consumer but also as a carrier of a certain psychotype with specific behavioral dominants (passions, hobbies, etc.). The system has the ability to form a target audience not only for retargeting but also for the initial attraction of "cold" users.
4. An advertising campaign using a Pixel allows you to act as flexibly as possible. You can work with both the entire site audience and visitors to certain pages who have completed a certain event. It is also possible to set the parameters to account for events that occurred in a given period of time.

Thus, the Pixel allows you to:

1. Track conversions, including unfinished user actions, and analyze them.
2. Optimize advertising on a social network.
3. Create a customer base for retargeting.

The rapid growth in the number of social network users makes the Pixel one of the most sought-after tools for a modern marketer.