Jamie Jean Schneider Domm
Digital Strategist, Social Media + Big Data, North American Division
What is a Facebook pixel? What are some of its 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 a specific audience’s interests while saving money.
It takes time, effort, and money to attract an audience, so once you have people actively engaging with your content, the next most effective step you can take for your ministry is to cultivate your relationship with your audience. Pixels are one way to re-engage your followers/visitors and ensure that your content is reaching them. Pixels can also help you 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:
Click here for a step-by-step guide from Facebook to learn how to set up a Facebook pixel for tracking.
Key custom and saved audiences for churches
Once you have your pixel set up, you'll also want to set up custom audiences in your ad account so you can strategically target certain types of people who are more likely to respond to your content and invitations. Once these are set up, Facebook will dynamically build up these audiences for your use in targeting ad campaigns. These audiences are considered warm audiences because of their relationship to your page and are generally more cost efficient. You can also create lookalike audiences and colder or broader audiences for wider outreach efforts. Keep these saved in your Facebook Ads manager for easy access when setting up campaigns.