Facebook recently announced several improvements to their website conversion tracking and optimisation offerings.
- One integrated pixel: The original Audience and Conversion pixels have been replaced with a single multi-functional Custom Audience pixel that enables you to create website custom audiences as well as report and optimise for conversions.
- Faster load times: Facebook have rewritten their server response code to make all their pixel load times up to three times faster. This significantly improves website SEO.
- Track for nine standard events: Nine different standard events, each with its own set of parameters, are optional add-ons to your Custom Audience pixel base code. Each event tracks a different step in the customer journey such as viewing content, adding a product to a cart or wish list, initiating a check out or adding payment information. This enables you to understand how users interact with your website and target specific audience sets in strategic ways.
- Easier pixel management: The Custom Audience pixel can now be shared between businesses (such as a company and its digital marketing agency) to enhance collaboration and marketing intelligence. There is also a new pixel view and troubleshooting dashboard that makes it easier to track pixel traffic, create audiences, email pixel code and troubleshoot pixel implementation.
For more details and to find out how you can upgrade to the latest version of the Custom Audience pixel, check out: https://developers.facebook.com/ads/blog/post/2015/06/10/upgrades-to-conversion-tracking/