An Introduction to Facebook Pixels

Jamie Jean Schneider Domm

Digital Strategist for the North American Division. ​​​​​​​​​

​What is a Facebook pixel? What are some practical uses for ministry?

Simply put, a Facebook pixel is a small snippet of HTML code that is placed on your website for tracking purposes. It’s similar to Google Analytics, but specifically for Facebook, enabling advertisers to target and re-target more effectively. Installing a pixel allows Facebook to track visitors and categorize them in custom audience groups. This information can help you develop more effective ads that appeal to that specific audience’s interests.

It takes time, effort, and money to attract an audience, so once you have people actively engaging with your content, cultivating your relationship with them is the next most effective step you can take for your ministry. Pixels are one way to re-engage your followers/visitors and ensure that your content is reaching them. It’s also a way to customize the content they receive, taking into consideration their level of engagement and behavior, and making sure your organization’s content stays relevant to their needs.

For example, suppose you have a website that tackles multiple difficult topics, and one of the most visited areas focuses on “What happens when we die?” You can re-target visitors to that specific page with Facebook ads for videos, new content, free books, etc., all related to a biblical perspective on death. You can do the same for your prophecy, health, and Sabbath sections as well.  

Custom audience options for pixels include:

• All web visitors
• People who visited specific pages
• Visitors by time spent
• Visitors by date
  
  

Another practical ministry example: let’s say you are promoting a series of content highlighting health principles, you’re getting a lot of traffic and engagement on your website, but only a few people are taking advantage of the free book offer. A Facebook pixel allows you to re-target these engaged website visitors with a Facebook ad reminder to download or request the free book. This increases your conversion rate (offer downloads) by focusing on people who have already showed interest…but may have gotten distracted by the busyness of work, family, and life. Modern life means people are busy. They may be very interested, but need reminders (remember the “Rule of 7”). This is particularly true when it comes to advertisements for events.

Click here to learn how to set up a Facebook pixel for tracking, a step-by-step guide from Facebook.

Click here for a bonus Christmas event campaign outline using a pixel.