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How Facebook pixel helps you understand Shopify traffic?

How Facebook pixel helps you understand Shopify traffic?

Getting to know customer’s online behavior is the key that Shopify merchants need win their eCommerce battle. In the competition with Google to help marketers and eCommerce owners understand their website visitors or customers, Facebook invents a powerful tool, which calls Pixel. In this article, you will go together with me to discover every corner of Shopify Facebook pixel. How to setup properly? How it helps you to understand your website visitors? How to get efficient data from it to create an effective Facebook remarketing campaign?

Let’s start and see what we will discover today:

1. Beginner guideline to setup Facebook pixel in Shopify store

2. Deeply understand your Shopify customer

  • Audience insight
  • Facebook Analytics

3. Properly segment Shopify visitors for advertising work

  • Custom web visitor
  • Custom conversion
  • Add new segment from Facebook Audience

1. Beginner guideline to setup Facebook pixel in Shopify store

First, you will need a facebook pixel ID to setup in Shopify store. Go to Facebook ad manager > Pixel, and you will see it right here:

setup facebook pixel

To setup Facebook Pixel for your Shopify store, from your Shopify admin, go to Online Store > Preferences. Find the Facebook Pixel section, then enter your Facebook Pixel ID and click save

facebook pixel setup on shopify store

Finally, check your response to see if Facebook pixel works or not. Go to Facebook Ads Manager and select Pixels from the top menu. If the status is Active, your pixel has been installed correctly. It may take up to 20 minutes for your pixel status to change.

facebook pixel fires correctly

If your pixel status reports No Activity Yet, your pixel isn't working. Check that you pasted the correct pixel ID in the Shopify admin panel.

Another way for you to check pixel activity is using Pixel Help - a Chrome extension

fb pixel check via google chrome extension

Connecting your store and your Facebook Pixel account using the integration will automatically track data for six Standard Events: ViewContent (product and collection views), AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, and Search. Each standard event tracks an action your customers will do while visiting your store. The integration passes the subtotal as the variable content_value.

This table below will help you understand all Facebook Pixel event meaning 

Event Name

Event Description

ViewContent

When a key page is viewed such as a product page, e.g. landing on a product detail page

Search

When a search is made, e.g. when a product search query is made

AddToCart

When a product is added to the shopping cart, e.g. click on add to cart button

AddToWishlist

When a product is added to a wishlist, e.g. click on add to wishlist button

InitiateCheckout

When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button

AddPaymentInfo

When a payment information is added in the checkout flow, e.g. click / LP on "save billing info" button

Purchase

When a purchase is made or checkout flow is completed, e.g. landing on thank you/confirmation page

Lead

When a sign up is completed, e.g. click on pricing, signup for trial

CompleteRegistration

When a registration form is completed, e.g. complete subscription/signup for a service

In other platforms, setting up event tracking require difficult manual work, however, in Shopify, everything is automatically setup. For a better marketing performance, you can also create a high-converting sales page with pixel integration using PageFly - a Shopify page builder app that helps you integrate Facebook pixel to every page element. Setting up tracking now becomes a really easy game.

2. Deeply understand your Shopify customers

Facebook provides 2 tools to help you understand your Shopify traffic, which is Audience insight and Facebook analytics.

a. Facebook analytics

You can go to Facebook Ad Manager to access Facebook Analytics module.

facebook analytics module

Have a look at the Facebook Analytics dashboard:

facebook analytics dashboard

From here, you can (1) filter a list of the customer using multiple conditions, or (2) source the data via multiple dimensions from the left panel, and display them in a (3) dashboard that you can set-up yourself and decide which data should be shown.

Now have a closer look at the left side panel, from the very beginning, you can have really basic idea about your website and customer, which is located in Overview tab. You would understand how much active user you have per day, what the most active hour of the day, days of the week are?

active users report

Besides, there is some information that you can take into consideration, such as traffic source or most visited URLs…

Furthermore, you can see Facebook Analytics help you to find out, on People tab, your Shopify customer’s most basic information such as demographic, pages that they like and their technical information, which browser or device they are using… Especially, if you are in US market, the Facebook pixel can provide your Shopify customer’s information about household and purchasing.

You can have a look at the demographic information, which includes ages, gender, country, job title, education level and relationship status.

fb analytics - gender

Or in Purchasing and household tab, Facebook pixel help you find out their estimated income, purchasing behavior, either they shop online frequently or not, their lifestyle and purchasing behavior.

fb report household income

Their information will help you have the idea of who your Shopify customers are, which page they like, how old they are… By understanding your customer, you will easily come up with a campaign to engage them efficiently

Besides personal information, it is important for you to understand their on-site behavior, which will clearly show what they do on your Shopify store. People who drop out of your homepage will be very different from people who add your item to the shopping cart but then leave without finish checkout. Also, traffic from Google Search will be very different from traffic that comes directly to your site, so that it is important to understand them, put them into a different list and retarget them with different messages. Activity tab in Facebook Pixel Audience will help you understand your site visitors behavior and interest, so you can create an effective remarketing plan.

From activity tab, you can know about which event mostly happens

facebook analytics report - events

Also, you can setup multiple funnel tracking in your website and see how they work

facebook report - funnels

There are also multiple of information that you can take advantage to understand more about your customers and come up with an efficient marketing campaign to turn this Shopify traffic into potential customers.

b. Facebook audience insight.

Facebook analytics helps you have the full insight of the customer, while Facebook audience insight brings the insight of each segment. You can import your Shopify Facebook pixel to Facebook Audience Insight to have deeper insight. For example, in the same list of people who come to your Shopify store, people whose age from 18 - 24 will be very different from those from 25 to 34 years old.

Facebook audience insight

3. Properly segment Shopify visitors for advertising work

Facebook pixel not only “view” your customer but also put them on a list for re-marketing work.

a. Create Custom Audience

You can create a custom audience by accessing Facebook Pixel page or going to Audience page.

create facebook custom audience

Make sure that you are choosing to create custom audience with people who visited specific web pages.

Here you have multiple options to create a custom list of people who are collected by your Shopify Facebook pixel.

  • In the past … day: The period of time in which you want to collect your customer list.
  • URL: Enter URLs to create a list of people who visited those ones. You can choose to enter a full URL or a part of the URL.
  • Frequency: Define the number of time that people have visited your site. Remember that a list of people who visited your site more than one time could be more effective but smaller.
  • Device: Enter the device that people from your list are using
  • Include more/ Exclude: You can add more condition to refine your customer by including or excluding people who match some criteria.

b. Create Custom Conversion

create a custom conversion

Shopify facebook pixel also helps you to create a list of people who make any kind of action on your page, such as:

  • URL contains: Choose to make a list of people who make actions on one specific page. You can enter a full URL or a part of the URL. You can also create a list of all people who enter your site by entering your full domain
  • Choose a Category: Choose to make a list of people who make a specific kind of action.
  • c. Create new segment from Facebook analytics

    Facebook Analytics provide you option to create a list of people who visited your website from other sources, not just from Facebook, with a higher level of segmentation. You need to simply click on Add a segment button, then click Create new segment

    Create new segment from Facebook analytics

    From here, you can segment using Event, Demographic, Device info or Web parameter, which help you to create a list of people who visited other sources, not just Facebook, using UTM code.

    facebook age and gender

    Conclusion

    Shopify Facebook pixel help you in multiple ways to understand your Shopify customers, as well as put them into different remarketing lists. In the end, Facebook pixel is just a start but powerful tool to help you level up your Facebook marketing campaign. In this article, I just mention some dimensions that help you start using Shopify Facebook pixel easier, it’s time for you to start discover it yourself.

    If you do not have pixel on your Shopify store, follow this tutorial from Shopify, or create a landing page with pixel integration using PageFly app, start pulling traffic and make an analytics about your customer.

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