Media and Advertising

Using Facebook Pixel events

Key takeouts
  • How Facebook Pixel Standard events can be used to make valuable audiences for your Facebook advertising campaigns 
  • How to use Parameters (Will be a follow up blog post)
This blog post will be for anyone buying Facebook Ads and looking to better understand how to best utilise standard events from a website or app. For this post we will be focusing on website functionality but most if not all features are available with the same events if you or your client is using the FB SDK or  a MMP to track and measure in app performance.
If you or your team are buying Facebook inventory on a oCPM or CPA automatically optimising towards a goal then standard events will give Facebook the right data to find the right people in your targeting that are likely to complete that task. Basic example: On your site/app you have an item that can be purchased, if the ‘Purchase’ Event is being used, this will give Facebook data to find people like them who will likely purchase. This is based off a wide number of signals across the Facebook/Instagram/FAN platforms. Links to Facebook guides at the bottom of this post to help you build these segments mentioned.
The next section will be each of the standard and some non-standard (Custom) events and how they can used to make new targeting segments on your next Facebook Campaign.
Event Name
Event Description
Value to Marketer (1-5) 5 is high Value
How to get value out of event
Guide to use below Table
ViewContent
When a key page is viewed such as a product page, e.g. landing on a product detail page
2
This event means they have visited a site but they could be early in path to purchase to so consider retargeting this segment with a low bid to remind them.
1
Search
When a search is made, e.g. when a product search query is made
3
Due to the nature of this event, people will be searching for a product so will land on that product page if they find it on the site. It would be of better value to retarget off the product page it’s self as it will have more scale meaning it will be most cost effective on Facebook with paid ads.
Why implement on site? Insights! Using Facebook Analytics tool you will be able to see when people search, which might be different to when they actually purchase. This may indicate when you should reach them with paid with one message during the research phase, compared the purchase phase with different messages.
AddToCart
When a product is added to the shopping cart, e.g. click on add to cart button
4
This is of high value as the user has shown intent to Purchase, I would recommend targeting these users after 24 hours as a initial nudge. After 2 day a final nudge with an offer may just get them back in to finish the purchase. This will be dependant by the industry you are in, shorter time frames might be better for your path to purchase window.
Note: If you are to make a segments of this event, make to sure to exclude users who have purchased the same product so you don’t waste your Facebook budget.

 

 

Pro tip: if you doing see good results optimisating towards a CPA on the Purchase event try AddToCart as this will give Facebook more scale to find people like these people.

 

 

1
AddToWishlist
When a product is added to a wishlist, e.g. click on add to wishlist button
3
Like AddToCart event but of lower value as this user may like the idea but willing to buy it now. I would recommend a more softer message (aspirational maybe) to nudge users to consider purchasing.
1
InitiateCheckout
When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button
4
If these users land to this page but then don’t Purchase Retargeting will be key, in a short time frame (less then 24 hours) to nudge them to purchase.

 

 

 

1
AddPaymentInfo
When a payment information is added in the checkout flow, e.g. click / LP on save billing info button
4
I wouldn’t create a segment from this segement. But as they are adding info on the page you may want to consider using Facebook pixel Advanced match to allow Facebook to match up the data here (not the payment details) but the email and phone number so Facebook had a higher chance of finding them on Facebook if you wanted to reach them.
Purchase
When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button
5
We have a purchase! But it doesn’t end there as we want to get as many as possible. This is the most value segment we can get so we want to try find people just like them, The best way we can do this at scale with building a Lookalike Audience. Do note we want to get the people most like them so choose a low % number when building a Lookalike.
If you want to upsell you can easily retargeting these users with a deal or offer.
Lead
When a sign up is completed, e.g. click on pricing, signup for trial
4
Make sure to exclude from any activity that is driving to drive lead gen, building a lookalike would be of high value here to target.
CompleteRegistration
When a registration form is completed, e.g. complete subscription/signup for a service
4
Make sure to exclude from any activity that is driving to drive lead gen, building a lookalike would be of high value here to target.
Helpful guides to make the segments mentioned above
1. How to Creative Website Audience using events:
2. Creative Lookalike Audience’s:
3. Setup Facebook Pixel events: