Remarketing Through Facebook & Instagram
Like Google, remarketing is also available through the Facebook/Instagram ad interface. When using Facebook and or Instagram ads, be sure to have a Facebook pixel tracking link embedded on your website. “The Facebook pixel [tracking link] is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” (Facebook) While Facebook does not require a pixel to be installed on your website to run an ad, the Facebook pixel can help target your audience, increase sales, and measure the results. (Facebook)
Starting October 24th, 2018, the Facebook pixel will have an additional feature that can further enhance tracking – users will have the option to choose between first-party cookies and third-party cookies.
- First-party cookies are owned by the website they are embedded into while third-party cookies belong to a third party tracking site.
- First-party cookies enable websites to reach more potential customers and can be more accurate in measurement and reporting when advertising on Facebook.
- First-party cookies are more widely accepted by browsers and stored for longer periods of time.
By using these enhanced features and tracking abilities, you can focus your ads to have the best ROI.