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A while ago we had the pleasure to chat with Peter Gillies (Director of Craft Digital Marketing and Manager of Fatai) about all things marketing during one of our Muso Meets sessions. An interesting topic that came up during our chat was the Facebook Pixel, something we want to go a little bit more into detail about. We picked Pete's brain and want to guide you through the world of paid advertising (watch video from 23:38):
Pete, during our recent live Facebook Q&A you spoke about the Facebook Pixel, could you give an overview of what the pixel is?
Of course! The Facebook Pixel is a long number, unique to your Facebook Ads account. It is installed onto websites, tracks website user actions, and reports them back to your ad account (anonymously).
How can this help you when running a show running or selling merch?
Sometimes people hit your ticketing or merchandise website and they don't purchase a ticket or shirt. Well, this is actually the case most of the time. If your Facebook Pixel is on the website, you are able to create ads just for those specific people. Repetition in sales is important, and without bombarding people (that bit is crucial) you can stay top-of-mind for your fans with ads, and you will get more ticket sales because of it.
Is it difficult to understand how to best use the information once you've got it?
It does depend a little bit on how tech-savvy you are, but anyone can get in there and use the platform and the information. When you break it down, it’s quite simple. You have hardcore fans, through to people that have no idea who you are. When marketing, work from the inside, out. That is, you can use this data/information to target people that you know have knowledge of you already, have already been informed on ticket prices, have watched videos etc. That being said, you’ll only know how easy or difficult it is to do by getting in there and trying!
How long is this retargeting data good for? Can you go back and access this data at any time?
Website tracked data is available to use for up to 365 days and video tracked data is good for up to 180 days. The data you set up changes every day, to represent the most recent 180 days, for example. You cannot access data beyond these timeframes, but there are some clever ways to ‘keep’ data by using some simple campaign 'tricks'.
Where can you find your facebook pixel and how can you use it across different platforms?
If you’ve ever boosted a post, you’ve got an ad account. On Facebook (desktop), click the arrow in the top right of the screen and select Manage Ads. (* This is on the legacy Facebook layout, people with the new Facebook layout will go to the left side bar, click 'See more' and scroll until they see Ads Manager.) If you’ve not boosted a post/don’t have an ad account, when you click that same arrow, just click ‘Create Ads’. It will take you through the process of setting up your free account.
Once you’re in, head to the menu item called ‘Events Manager’. It’s here, that you’ll be able to create your pixel, or find it (if you already have one for some reason). Some websites only need the long pixel number itself. Others may require the full script. Most ticketing websites are familiar with “adding my Facebook Pixel to my ticket page”. Many easy-build website creators also make it easy to install your Facebook Pixel. It does differ from platform to platform, but it’s my hope you’re dealing with the easier ones! If you have any questions, just reach out.
If you'd like to learn more about the different facets of the music industry, we hold weekly Q&A workshops and panel discussions like this one in our Facebook group Muso Side Stage. Join now!