Facebook Algorithm Changes + Pixels

There has been a lot of chatter about the new Facebook algorithm changes lately. You might be feeling a bit like this, right now…


Here at Duo, we work hard to stay on top of these changes and we want to help your business stay relevant. Our favorite tool to help you navigate this “new” Facebook world is the pixel. Staying relevant despite the algorithm change requires knowing your audience. Facebook’s pixel can really help you know and understand your audience better. From tracking conversions to retargeting your ads look-alike audiences, pixels can help you stay relevant on social media.

What is a pixel?

Think of pixels as tracking devices that help you see your potential customers’ journey on the website. A pixel can help tell you where people landed on your site, who converted through Facebook, and what kind of person has clicked through to your URLs.

How can I use a pixel?

There are 3 main ways we like to use pixels for our clients:

  1. Tracking conversions: Tracking conversions on a pixel helps you to see exactly how many people purchased your product, called your office, or asked for more information through a Facebook ad. This is an effective tool because it can help you understand your ROI using inbound marketing.
  2. Create lookalike audiences: There’s a quote in marketing that says: “If you want to create messages that resonate with your audience, you need to know what they care about.” (Nate Elliot, Marketing Technology Advisor). Putting up an ad and promoting it to the general public won’t benefit your brand very much. However, using pixels can help you take the information that Facebook knows about your audience and make similar custom audiences based on their traits. This way, you can know that your message is being delivered to the audience you actually want it to reach.
  3. Remarketing: Pixel tracking also allows you to show targeted ads to people who have already visited your website. For example, when someone puts a product in their shopping cart and abandons their purchase. (This happens to 65% of purchases), a pixel tracks that action and then shows them an ad later on while they’re on Facebook that can help remind them of their intent to purchase.

There are plenty of other uses for the pixel, but these are just a few of our favorite ways we have used to find success in our marketing campaigns. Questions about pixels? Give us a call! 435-754-6829