Meta Pixel is a fantastic way to track and collect data when a prospect leaves Facebook or Instagram to go to your Landing Page/Website. This can be useful as it allows you to reverse engineer your own advertising funnel. By doing this you will see the sticking points in your funnel, this is where potential customers leave the website. This will allow you to redesign and test different approaches to that particular part of the funnel to allow for better conversions and seeing customers going all the way through your funnel.
However, since the IOS 14 update until present, Apple require you to ask for permission to track users data. This means that tracking using only Meta Pixel is now much more difficult, and yields more inaccurate results. Meta have also made it so you can only track 8 events per domain. So for those of you with large websites or many products it is harder than ever to collect meaningful data.
For us Marketers, this is an absolute nightmare.
That's why we've compiled a list of tools to use alongside Pixel to help you optimise the way you track your prospects through your funnel.
The first software to use alongside Pixel is Facebook Conversion API. Conversions API allows advertisers to send web events from events from their servers to Facebook. Built into Facebook Conversion API is a deduplication process. this ensures that the same events are not captured twice. This is so that there are no problems when running this in parallel with Pixel. By running both Pixel and Conversion API together you can collect more events data which will be helpful to further re-optimise Meta's ad optimisation algorithm.
Secondly, we recommend that you use Google Analytics. Google Analytics helps you to track organic traffic through your website. it will give you web customisable data that you can use to better track your prospects across your funnel that may not be coming through Meta technologies.
Using these in tandem with Meta Pixel will help you to bypass the stringent laws of IOS 14. It will allow for more trustworthy data to be used and means that your funnel will be optimised to perfection!
