Interviews and insights to help tourism businesses become remarkable.

The Facebook Pixel. What is it? And why do you need it if you are advertising on Facebook?

People visit your website. The majority or which get some information and leave.

They don’t complete your registration form, subscribe to your newsletter (or club) or make a purchase.

If you are doing really well, around 5% will.

That see the other 95% leaving without you having permission to continue to talk to them in some way.

The Facebook Pixel is similar to Google Analytics tracking code. In that it send data back to the platform (Facebook this time) about what users are doing on your website.

Why is this helpful to you?

Because regardless of what the user has done or not done on your website, you can match ads in Facebook specifically to them.

Furthermore, you can match ads on Facebook to what they were doing on the website.

Say, for example, you’re have a weddding function space. If someone has hit that page and not submitted a contact enquiry, you may want to reinforce some of the benefits of your space. Or, you may want to go further provide an incentive to make a booking with the wedding function coordinator.

What if you’re running an eCommerce store? If someone has browsed a certain category (let’s say Dolphin Tours) but has not hit the payment page, you may show them a short video from recently where customers had a once in a lifetime experience with Dolphins. Add a date in the video so it acts as recent proof that the current season is good and they can expect to encounter dolphins.

You can advertise to people who match any combination of – visited this page – or – didn’t visit this page.

It opens up a world of possibilities when it comes to advertising on Facebook.

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