Facebook has become a powerful marketing tool for companies due in no small part to its massive user base. With more than 2 billion people actively using Facebook, companies are using Facebook Ads and other tools on the social media platform to reach out to customers, build brand loyalty, and attract new consumers to the brand. Facebook recently unveiled an advanced matching pixel in its platform that companies can use. For those unfamiliar with the new system, the following post offers a brief overview of the system and a few steps to help take advantage of the Facebook advanced matching pixel.
What is the New Facebook Advanced Matching Pixel?
Facebook already has some of the most powerful tools for understanding consumer movements and activities across devices. However, there was previously a limit on the quality and amount of data available to brands when researching Facebook Ads performance and trying to adjust performance with a few tweaks. The new Facebook Advanced Matching Pixel allows brands to use even more tracking parameters to better track consumer actions and conversions.
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Gather Better Data
One of the primary advantages of Facebook Advanced Matching Pixel is the ability to retrieve email, name, gender, state, city, zip code, and even date of birth information on users. This additional conversion tracking possibility makes it easier to match conversion events to consumers. It can even track users across multiple browsers or even solely on mobile. With this information, brands have greater visibility on consumer behavior and a better understanding of what is, and is not, working with Facebook Ads.
Increase Custom Audience Size
Another way to take advantage of Facebook Advanced Matching Pixel is by increasing custom audience sizes. The custom audience size feature enables companies to use their own data or even third-party data to create an audience to target with Facebook Ads. These can be set automatically within the new system and will continuously sync with customer data to better match it to the individuals on Facebook viewing and/or engaging with ads. Ideally, a strong connection will allow brands to collect further audience and conversion data, with more opportunities to optimize campaigns in the future.
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Increase Conversions with Facebook Ads
Finally, Facebook Advanced Matching Pixel can help wean marketers off the last-click attribution model and provide greater vision on the entire path to purchase of the consumer. Last-click attributions simply show a brand the last interaction a consumer had with its ads or marketing content. Now though, it is possible to follow all touch points along the path to view the overall path. This makes it easier to see which users on Facebook are exposed to ads and which ones may have converted later on as a result. In so doing, brands get a better view of Facebook’s role in increasing conversions as a part of a broader marketing mix. This data can be fed into Facebook’s own conversion optimization tools or used in third-party programs to adjust bidding algorithms and improve conversion rates.
There’s only one catch with the new Facebook Advanced Matching Pixel. Companies do have to initiate the program manually. The system will run automatically on its own to collect the information above and help improve reach and conversions, it simply has to be activated first. Existing Advanced Matching Pixel users can click one button in the system to switch from manual to automatic.