Why are they useful, and how to implement remarketing pixels?
In general remarketing pixels are used to collect the data about your visitors for the purpose of remarketing them. This means, if a user comes to your site and does not convert, or convert but does not make a purchase you can retarget them with a different ad to make him purchase your product regardless of the channel from where he is coming .
How does it work?
In this case we will explain Facebook / Meta pixel, but same logic can be applied to any other marketing platform.
Facebook client pixel, is by default remarketing pixel, which means that you can use only one pixel for conversion tracking and remarketing tracking.
Implementation is easy, you just fire this pixel on any event you want to measure regardless of the marketing channel (source of traffic). This means you will fire FB pixel also for traffic coming from Google or any other channel.
Facebook will try to match the user based on cookies in case of client pixel or lately help of advanced matching technology (which is used on other marketing platforms as well). Once user is matched correctly it will be available for the audiences.
So the last step to retarget the user using the remarketing pixel is to create audience of the user (in our case) who did made a conversion but did not made a purchase and use that audience for our new remarketing campaign.
- Facebook can match more than 60% percent of all users on the internet
- Google is event higher and they can match more than 90% of all users on the internet.