You may or may not have heard of them, and you certainly won’t have seen them (they’re invisible), but the benefits of pixel retargeting is crystal clear…

Do you know that on average only 2% of website traffic actually converts? If you want to reach out to the 98% that don’t convert right away, then you need to be using pixel retargeting.

What is a pixel?

A pixel is essentially a piece of code that sits on your website and anonymously tracks your audience. It allows you to measure the effectiveness of your advertising from social channels such as Facebook, Instagram and LinkedIn. 

Why use pixels?

In short, pixels are a great way to enhance your digital marketing strategy across some of the most powerful advertising platforms out there. The data these pixels collect can be used to measure and build audiences for your campaigns. They can help you reach the right people and drive more sales. Selections can be made based on all visitors to your site, those who visit specific pages on your site, or those who take specific actions on your site.

How to use pixels

The only downside of pixels is that they can be confusing to use – so it pays to let someone show you how. That’s where we come in. At 21six, our digital marketing experts can help you use pixels to get a better return on your advertising investment by making the most out of their three key functions:

Build custom audiences

Facebook doesn’t let you advertise to individual website visitors – you have to advertise to groups of users with shared behaviours instead. These include:

  • All potential customers
  • People who searched for a product on your website
  • People who viewed a specific product or category
  • People who started purchasing
  • People who completed purchasing
  • People who were referred from a paid search engine result
  • People interested in deals and offers 
Create custom conversions

In the same way you can set up custom audiences, you can also create custom conversions. This is where you use ads to send people to your website to take a specific action, for example, sign up for a newsletter. At any time, you can create a report for one of your ads that will show the conversion rate for any of your custom conversions. It’s another great way to track users’ preferences and line them up for retargeting.

Set up a standard event

While custom conversions are tied to a URL (usually some kind of thank you or completion page), standard events don’t need to be. By setting up a standard event, you can measure specific actions that people take when visiting your page, for example, making a purchase. This can be tracked across mobile, tablet and desktop and is achieved by setting up a ‘snippet’ code…

We could go on. Truth is, when you really get under the skin of Facebook pixels, the possibilities are endless, the capabilities are considerable and the benefits are clear to see.

If you’d like to learn more, please get in touch with our digital team and we’ll show you what Facebook pixels could do for your business. Call us on 02380 620088, or email