The truth about the Facebook Pixel

Is the Facebook Pixel really dead?

In the past few years, a lot of marketers have been seeing major declines in their advertisements. Not because they somehow have gotten worse at their job, but because the last couple of updates have made it more difficult to their jobs.

And that led to the inevitable question:

Is the Facebook Pixel dead?

So let’s explore the truth about the Facebook Pixel and get some insights on this topic.

What is the Facebook Pixel and how does it work?

If you’re relatively new to the marketing and advertising industry, you might not know what the Facebook Pixel is, how it works or how you should use it properly.

But even the most advanced marketers still have problems with it. Simply, because there have been so many changes over the past few years that it’s hard to keep track.

So let’s cover the basics:

The Facebook Pixel is an analysis tool that measures the effectiveness of your Facebook advertising. User behavior on your website or online store is tracked and connected to user data on Facebook. The pixel is integrated on web pages outside the platform using JavaScript code. Important: Tracking on your website takes place with the help of cookies. With the data collected

• a better overview of the customer journey of your customers can be determined.
• This knowledge is constantly incorporated into the optimized campaigns that you play out via social media.
• Your advertising thus reaches better-defined target groups,
• which in turn can generate higher sales and more reach.

The pixel can be used especially for measuring the success and optimizing the ads. For explanation, an insight into the concrete use is suitable. The tool is activated by so-called events. These events can be created in the process via the Facebook Business account and map concrete user actions on your website.

For example, the placement of products on the wish list by potential customers can be registered here. Subsequently, any performance measures can be viewed via the Facebook Events Manager and trigger a successful conclusion for the play on the identified target groups through optimized ads.

In this way, the tool enables conversion tracking, i.e. an image of the user processes up to the conclusion of the purchase.

This seems tempting for advertisers, but explicit data protection standards must be met for this procedure, since conversion tracking involves the processing of personal data.

Is the Facebook Pixel dead?

But why do people say that the Facebook Pixel is dead when it’s supposed to be tracking all of your ads?

That’s because a matter of problems have occurred when changes and updates from other companies like Apple and Google were first introduced.

So what are those problems?

What problems can occur?

As an example, Apple has massively limited the runtime of tracking cookies like the Facebook Pixel due to ITP. While previously a potential customer could be tracked by a pixel for up to 28 days, on some browsers it is now only 1 day or a maximum of 7 days if you don’t use any UTM parameters!

But that’s not it! Facebook’s standard attribution window (the time Facebook can track where your buyer/conversion came from) is now also limited to 1-7 days. If a customer decides to buy after this time window has expired, the conversion is no longer credited to your Facebook campaign (less data, fewer conversions, higher costs).

On top of that, Google has also introduced tracking restrictions into Google Chrome that are going to be even stricter in 2023.

And those are only a few examples of how the Facebook Pixel is limited by updates and changes of other companies. So even though the Facebook Pixel is still working and not 100% dead, it’s not as effective when it comes to tracking as it used to be.

But what can you do about that?

How can you prepare for the future?

If you want to be well positioned throughout the future without having to worry about any new updates that might interfere with your tracking in a negative way, then we’ve got you covered!

OneTrack doesn’t solely rely on just one tracking method like the Facebook pixel that doesn’t work properly. Instead, we make sure to use multiple tracking methods at once to ensure the greatest collection of first party data possible.

That’s why OneTrack is the perfect solution to work around this problem. We’ve been studying the problems in digital advertising over the past few years and created a product that helps our customers lower their ad costs while simultaneously increasing their conversion rates.

Try it out yourself and you’ll be surprised about how good it works! Why wait? Schedule your free consultation today and stop wasting your money on ads that don’t work anymore:

https://www.one-track.io/pricing