Facebook is a mecca for musicians to market their music and their wares. With more than 2 billion active monthly users, it’s the largest social media platform in the world.
Facebook Pixel, also known as Meta Pixel, is a code you can put on your website that reveals the actions visitors are taking on your music site. The information helps you measure the effectiveness of your advertising strategy and is useful for optimizing your music marketing.
What is Facebook Pixel?
Facebook Pixel is a piece of code that is placed on your music website that collects data to assist you in tracking conversions from Facebook ads.
Facebook Pixel data can help you make sure your ads are seen by your target audience – the ones that are the most likely to take the action you desire such as downloading your music, attending your concert, or buying your music merchandise. By analyzing who is seeing your ads, you are able to improve your ad conversion rate so you get a better ROI (Return of Investment).
Through Facebook Pixel, you can:
• Drive more sales. Set up automatic bidding to reach your target audience, so you have a better chance of making a sale or whatever your objective is for each specific campaign.
• Check your target. The Facebook Pixel program allows you to double-check that your ads are truly reaching the target audience you intended them to reach.
• Expand audience. Find new customers and initiate new business through the Facebook Pixel strategy. This feature is ideal to implement when you have new music or a new tour coming up.
• Measure results. Facebook Meta (Facebook Pixel) helps you better understand the impact your ads are having on your viewers by measuring what happens as your ads are seen.
Getting Started
To get started on the program, choose the method of integration that works best in your individual situation (see the requirements for using the API).
Implement the API and begin sending requests. Make “post” request to learn more about batch requests, event transaction time, and dropped events.
You will want to verify your setup by confirming Facebook has received all events correctly and that they are correctly matched.
Events Manager on Facebook Pixel
Facebook Pixel Events Manager is one of the actions or events you can view on your Pixel page. It allows you to view all the actions your customers have taken and lets you select options to reach them again via Facebook ads. Trackable events include:
• Add payment info
• Add to cart
• Customize product
• Complete registration
• Add to wish list
• Contact (phone, SMS, email, chat)
• Donate
• Find location searches website, store, or app
• Initiate checkout
• Lead
• Page view
• Purchase
• Schedule: books appointment
• Search: sight search
• Start Trial
• Submit Application
• Subscribe
• View Content
Conversions API
Conversions API is a Pixels feature that creates a connection between the Meta systems and the advertiser’s marketing data that optimizes ad targeting, thus decreasing cost per action. It pairs nicely with Events Manager. It improves the maximize the measurement and promotes performance of Facebook ad campaigns.
Facebook Pixel Tools
There are a multitude of helpful tools available to Facebook Pixel users including:
Targeting
Facebook Pixel lets you target your advertising with precision so you can test, track, and refine your music ads on both Facebook and Instagram. The data-gathering tool allows you to analyze the facts and make a new plan if necessary.
Retargeting
After targeting your chosen audience, Facebook Pixel will let you retarget your shoppers to remind them to come back and buy your merchandise they’ve left in their carts. Remarketing is important for ad optimization, analytics, and tracking.
Tracks
Pixel tracks different actions people make on your website such as adding something to their cart or making a purchase.
Standard Events
Actions such as customers buying something or adding items to their carts are called “standard events”. By being able to see what your targeted audience is doing (or not doing), you can make informed decisions about your music marketing plan. There are 17 standard events that can be tracked on Facebook Pixel such as:
Purchase: When someone purchases merchandise or music from your site, you’ll be able to see the code.
Lead: When a visitor signs up for a trial or qualifying promotion, you’ll see them identified as a lead.
Complete registration. If an individual completes a registration form to a subscription or another promotion on your music site, you’ll be able to track them.
Add payment info: When someone enters their payment information, you will be able to see.
Add to wish list: You will be able to see when someone added to their wish list and will know what they added so you can remarket.
Search: In the event someone uses the search function you will be notified so you can direct marketing on what they searched.
Contact: When someone contacts your business or attempts to, you’ll know.
Customize product: If someone selects a specified color or certain version of your merchandise or product, you’ll see.
View content: You can see if someone lands on a particular page on your site. You can even track the views on a specific category of your page.
Find location: When someone conducts a search on your business’s physical location, you’ll be notified.
Schedule: When anyone books an appointment, you can see when and who it is.
Submit application, start trial, and subscriptions are other actions and events you’ll be able to track from your Facebook Pixel program.
Going Pro with Facebook Pixel
Imagine the difference Facebook Pixel will make when it comes to marketing your music. Going from blind advertising to informed is like a dream come true. Not everyone is cut out to manage their own marketing, however.
If you don’t have time or the desire to jump in and learn Facebook Pixel, you might consider hiring a music marketing service that specializes in the program. Just like anywhere else, Pixel changes from time to time. It can get complicated when you try to fully optimize your ads. What worked yesterday may not work tomorrow. A music marketer keeps up with the changes and optimizes your site according to the latest trends and requirements.