If you're running Facebook or Instagram ads but aren't using a Meta Pixel, you're missing out on valuable information that could help improve your ad performance!
In this episode of the S.O.B. Marketing Podcast, we break down what the Meta Pixel is, how it works, and why small business owners should know about this FREE tracking tool.
We're keeping things beginner-friendly as we:
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Explain how the Meta Pixel can help you measure advertising results beyond likes, clicks, and impressions.
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Walk you through the basics of installing a Meta Pixel.
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Share common mistakes to avoid when using this tracking tool.
Tune in to learn how Meta's free tracking tool could help you make smarter advertising decisions and get more out of your online ads!
Chelsea (00:02) No. we're selling Halloween costumes. Okay.
Vivian (00:04) we're selling Halloween costumes. At least it's not teeth jewelry.
Chelsea (00:11) See you're welcome. Hey everyone, welcome to the SOB Marketing Podcast, where we celebrate the SOB that you are and if you haven't figured it out yet, we mean small owned business. We don't mean SOB.
Vivian (00:24) Listen, we know that as a small business owner, you are working hard on the daily to keep your business fully operational while trying to promote it. And while some days it may feel like the business is owning you, if we're being honest with each other, I bet you would admit that you wouldn't give up the insanity for anything.
Chelsea (00:44) So our commitment here at the SOB Marketing Podcast is to give you the real talk, what works when it comes to advertising, marketing, promoting your business, and then what doesn't really work.
Vivian (00:55) And Chelsea and I promise to always keep the conversation real. Chelsea, are your ads working? Are you wasting money? Should you increase your budget or change your strategy? Lots and lots lots of questions. Okay. And today we are gonna help you guys answer these because we're talking about the infamous MetaPixel, formerly known as Facebook Pixel.
Chelsea (01:23) Oh, Okay.
Vivian (01:24) Yes.
Chelsea (01:24) Ohh, I love this topic
Vivian (01:27) So, I know you do and I knew you would because you love talking to us about tracking data.
Chelsea (01:33) Yes, and you know me so well. That's exactly why I'm excited about this topic. MetaPixel is the tool that you need to use so that you can get all the information possible when it comes to tracking your meta ads.
Vivian (01:51) Yeah, and I wanna set some expectations for this conversation. You guys, we're not gonna get super technical. It's not one of those podcast episodes. but I I just I want us to have this conversation because if I were a betting woman, I would bet that about ninety-eight percent of you small business owners out there are not using a pixel.
And so today's conversation is gonna be like an introductory conversation. We're not gonna get into the weeds about stuff. We are gonna do just a small little technical aspect to it, but we want to just make the case for why you guys need to consider utilizing a meta pixel. And we're gonna talk about what it is, yeah, why it's important to you guys, also how like you can get started. So I think this is gonna be a really beneficial conversation. marketing hot take, pew, pew, pew, pew
Chelsea (02:49) Oh, do you need me to do it for you?
Vivian (2:51) Yeah, So it's a little sad.
Chelsea (2:53) Okay, okay, okay. Pew, pew, pew, pew, pew
Vivian (02:57) The marketing hot take is you could be doing better. Okay.
Chelsea (03:03) she went there.
Vivian (03:05) I'm not saying this in a bad way. I'm just saying, you know, I think sometimes when we're talking about our marketing, we're just like, we have an idea. We wanna just because we all as small business owners all pretty much have type A personalities where we're like just get the thing done. Yeah. So from the time of conception to actually getting it out there, we wanna hurry up and just like get the thing done, get it rolling. I think sometimes the big missed opportunity is that we don't go back and just kind of reassess how we can make something better and improve on it. It doesn't mean you have to throw what's that saying? You have to throw the baby out with the bath water. Like you don't have to start all over. Okay. But meta pixels can help you do all this when it comes to your advertising for Facebook or Instagram specifically.
refresher course Chelsea for people that maybe are not quite understanding the relationship with meta. Can you just tell them real quick?
Chelsea (04:05) basically what a MetaPixel is.
Vivian (04:07) No Meta with Facebook and Instagram. How that?
Chelsea (04:12) Meta is the parent company for Facebook and Instagram. So it was once upon a time. It was just Facebook. Then Facebook created Instagram. But Facebook owned Instagram and it was confusing. So they were like, let's create Meta. They also wanted to create the metaverse, which I mean I guess technically they did.
Vivian (04:33) But the the reason I wanted to clarify that is because we used to just call these Facebook pixels. That was an outdated term because now you're able to advertise on Instagram too. And so Meta now has called them it's called a MetaPixel.
Chelsea (04:50) Yeah, because it's tracking both Facebook and Instagram app.
Vivian (04:53) That's right. Alright, so let's actually talk about what is a meta pixel.
Chelsea (04:59) Okay, well in in layman's. Lamans?
Vivian (05:03) Yeah, were you gonna say plain English?
Chelsea (05:06) No, but I was trying you know how there's those there's some phrases that you say all the time, but then when you think about you're like, what is the actual phrasing? You know?
Vivian (05:17) Yeah.
Chelsea (05:18) Like how we ha constantly have that debate of flesh versus flush. Yeah. Yeah. Which
Vivian (05:23) And you're like the wait, which one is actually the
Chelsea (05:26) one is actually the correct one? Yeah, so layman's. Layman's, yes. Okay. In plain English. A Metapixel is a I don't want to say a plug-in. It it is code. It is something that you put on your website so that it creates a connection between your website and meta ads so that you can easily and better track all of your data.
Vivian (05:53) That's right. Can you run meta ads? Can you run ads on Facebook or Instagram without the use of a MetaPixel? Absolutely. Yes. All right. You can. Yes. Just think of this MetaPixel as the analytics and tracking tool. It's gonna be the thing that is going to tell you even better or
Chelsea (06:17) More accurately
Vivian (06:18) More accurately, that's yeah. you yes more accurately how well your ad is working okay and so then that way you can make decisions that you need to okay also to note it is actually a JavaScript code
Chelsea (06:36) Thank you. Yes,
Vivian (06:37) So basically what it is it's about 30 or 40 lines of code that you embed on your website and from there you embed it in like all of your what do you call it head sections of every page and so that way you can accurately track where someone is going to from your ad. Okay. So you can you can see that. And if you're wondering like why the heck would I want to install this code? Like what exactly great you say it's gonna give me better analytics, but like what does that actually look like? For one, it's gonna be able to tell you if your ad is actually driving sales. Okay.
Chelsea (07:17) That's so important!
Vivian (07:18) yes like they can tell you very specifically how much money you have made off of an ad.
Chelsea (07:24) Yeah, and Vivian let's think about let's say we don't use the MetaPixel. You will still get some analytics. Sure. And you could see, someone landed onto my page. That's right. But you're not gonna be able to see if that person actually converted.
Vivian (07:40) You're you're having to make a lot of assumptions.
Chelsea (07:43) You're making a lot of assumptions, yea
Vivian (07:44) let's take for example we're selling rings.
Chelsea (07:47) No. we're selling Halloween costumes.
Vivian (07:49) Okay, We're selling Halloween costumes. At least it's not teeth jewelry.
Chelsea (07:56) Yeah, see you're welcome. Halloween costume.
Vivian (07:59) If you don't know what I'm referring to, you need to go back and listen to a couple of our episodes, okay? She has an obsession with teeth jewelry.
Chelsea (08:06) No, I have an obsession with bone jewelry. And teeth are bones too.
Vivian (08:11) Okay, whatever - I don't care amuse-bouche, let's move on, okay?
Chelsea (08:17) Go ahead. Okay. We're selling Halloween costumes.
Vivian (08:20) We're selling Halloween costumes, let's say that like we want to run an ad for a Wednesday Addams Halloween costume. All right. if I run that on Facebook and Instagram and I choose my call to action to be click buy now or click here. Click Yeah.
Chelsea (08:42) Yeah. By now. Yeah.
Vivian (08:43) Yeah, so great.
The analytics that I'm gonna get without a pixel is it's gonna tell me how many people actually clicked on that button. Okay. And what I can infer from that is what?
Chelsea (08:56) You can go to your website analytics and you're gonna make a lot of assumptions. Yeah. You're gonna say, Okay, well I know this many people clicked onto my website. I go to that page and I can see, okay, those people translated over. But now I have to look at my bounce rate. So did these people click over and then immediately bounce off of my website? Or
Vivian (09:19) Ya gotta take into account the date, right? The date that you're running the ad. Yeah.
Chelsea (09:22) Oh I'm sorry, Yes. You need to look very specifically at dates. Yeah. So then you can kind of translate and see, okay, well, these are probably the people that came from that Facebook ad. How many of them immediately clicked off? Did I make any sales in that time? I you can't be certain that those sales are from that Facebook ad. We're making a lot of educated guess.
Vivian (09:47) And they more than likely could be correct, but what it's not accounting for is that you could have people visiting your website outside of people that saw the ad, right? It could just be from from Google, it could be from whatever else, right? Let's say then that same ad, we go in and we actually
Do a MetaPixel in there. And we tell we get to choose what we want the MetaPixel to receive data on. Okay. And so maybe what we want it to receive data on is sales. Okay. It will then be able to tell us in our analytics within Meta, it's gonna then be able to give us a number as far as like sales that I have made off of this ad, because specifically what it's tracking is the person that. clicked on the ad, went to your website because it has that tracking capability now. They're like, the five people that came over here, out of those five, three of them bought. Here's what they bought, here's what their total shopping cart was. I know now that for the ad that you ran for that week that cost you $250, you actually have made you know, $1 in sales. Yeah.
Okay, in so it just it gives you information that you're better equipped to then make decisions as far as like if the ad's working or not.
Chelsea (11:12) It gives you the full picture. That's right.
Vivian (11:14) Yeah. All right. So the other thing is it can also help you create retargeting audiences. Uhhuh.
Chelsea (11:21) Ugh, I love it.
Vivian (11:23) Explain retargeting, Chelsea.
Chelsea (11:25) Retargeting. That is when you have already created a touch point with someone. You've already reached them in some way. You've had the the nudge, the introduction to your business. Maybe they didn't necessarily buy anything. Mm-hmm. That happens a lot. We talk about it a lot. You need seven to eight touch points before someone's willing to buy from you. If you can retarget them, that means you can reach out again. You can get more touch points.
Everyone has experienced retargeting. I know we have.
Vivian (11:59) Yes
Chelsea (12:00) You look at one ad for a little bit too long and now you get it like five Well, twenty more times is honestly more accurate. But that's what retarget.
Vivian (12:10) Well, and let's use the example of like selling the Halloween costumes. Remember our ad we said was for a Wednesday Adams Halloween costume. Let's say that person they went on our website and then they were they didn't purchase, okay? So Metapixel is able to tell us, hey, that person didn't purchase. If then I decide I can set it up to where I'm like, okay, if the person doesn't purchase this Wednesday Adams costume,
I can r then go retarget them with a different type of costume. Maybe they wanna be fester.
Chelsea (12:44) That could be it. Or maybe they're more groovy. They wanna be like a seventies chick.
Vivian (12:49) I mean maybe, but then I can have another ad set up and basically say, Hey, retarget them but show them this ad now, right? Or the example Chelsea was using where we've all experienced it, you can use the same ad. Just say like, hey, if they didn't buy the first time, go ahead and retarget them and and see if like maybe they'll nudge them. Maybe the messaging changes just a little bit. Hey, saw you were you were browsing but you didn't buy.
whatever it is. Yeah. So that's another thing that a meta pixel can help you do. Okay. Retarget. The other thing is build look-alike audiences. This is something where basically you can build out whatever your existing customers look like. The pixel can then pick up on like, hey, let me build an audience to show this ad to you that's very similar to that. Yes.
And then the last one is it just optimizes your ad delivery because Facebook Meta wants to do like they want your ad to be successful because they want you to keep coming back and spending those ad dollars. Okay. So they're in the business of trying to actually make sure that they get your ad in front of the right people that are gonna buy. The only way they can do that is with more information. And can I just mention
If you guys have not listened to our previous episode about social media updates, go listen to that because I actually mentioned how they're updating their ad build out
Chelsea (14:27) Yeah.
Vivian (14:28) to take away an option simply because they're like, hey, we if we take that option away, we know we could do a better job of getting your ad in front of the right people, right? And so all that to say
Meta's pretty confident they know their algorithm and they want to help us out. Yes. Okay. So a meta pixel will give them more information that they can help utilize to get our ads in front of the right people. This episode of the SOB Marketing Podcast is brought to you by the SOB community. If you're a small business owner that is neglecting your marketing and you feel like you've wasted money and time on marketing help that didn't deliver, or if you're just craving support from people.
Who actually get what it's like to run and promote a small business, then our membership community is for you. Visit skool.com/sob to sign up today to get instant access and weekly support. That's skool.com/sob
Chelsea (15:29) Vivian, we're talking about how pixel, Metapixel can track all of this information, what exactly can it track though?
Vivian (15:39) Alright, so the way that it tracks information is through something they call events. Okay. So so just think about it. They're actions. Actions people are taking. Okay. And so
Chelsea (15:50) or events.
Chelsea (15:52) Sorry.
Vivian (15:52) Or events. nerd. but so they have some that they have predefined already for us. And I will tell you this in all the years that we've been doing, that
I've been doing marketing. This changes over time, okay? So it's gotten pretty robust now. And I think they actually have about seventeen. Hold on, let me count a Yes, so they have seventeen of them now. She's a witch. I yes.
Chelsea (16:21) She knew that right off the top of her head.
Vivian (16:23) The cool part about this is for one, that just gives you more data that you're able to and it's pretty robust. I I will say if you get really good at working with a MetaPixel, you can actually
Create your own stuff. For us small business owners, I think at first using what they have is always smart. So let me very quickly just kind of go through these. Okay. Chelsea, do you want to do tit for tat?
Chelsea (16:50) Absolutely, let's do it.
Vivian (16:52) So, first one is gonna be first event they have is add payment info. So this is adding customer payment or billing information during a checkout. You could track it. Okay.
Chelsea (17:02) Okay, love. We also have add to cart, so they're actually adding an item to their shopping bag or cart.
Vivian (17:09) Add to wish list, adding an item to a wish list.
Chelsea (17:13) I'm so surprised that they have that one, but I love that. Yeah. so the next one is gonna be complete registration. So they finish a form or they finish signing up for an account.
Vivian (17:25) Contact making a contact or an inquiry with the business.
Chelsea (17:30) Customize product. So they're selecting a specific product variation or configuration.
Vivian (17:37) Donate making a donation to the organization they can track at.
Chelsea (17:42) Find locations. So they're actually trying to find where your storefront is.
Vivian (17:47) Initiate
checkout. Entering a checkout flow or process. I.e. listen, they did not say completing it. They just said initiating. Maybe you just want to know. I just want to know when someone starts the process of buying something with me. Absolutely.
Chelsea (18:01) We also have lead, so that's gonna be submitting a form or expressing interest, like a newsletter sign up.
Vivian (18:10) Purchase completing a transaction or order.
Chelsea (18:14) Okay, schedule. So they actually scheduled an appointment.
Vivian (18:17) All right. Search performing a search query on the website.
Chelsea (18:23) start trial so they actually started a free trial of your product or service.
Vivian (18:28) Submit application applying for a job, credit card, or a program.
Chelsea (18:33) Subscribe so if they signed up for a paid subscription
Vivian (18:37) And view content viewing a specific page or product description. Okay. I am sure that you guys can come up with a million different ways that you can utilize this information to better target ads to people or whatnot. But I do love that Chelsea, you the one that stood out to you was which one?
Chelsea (19:00) The one that stood out to me was add to wish list. I specifically love that one because there's so much that you can go from there. There you can go from there because they are saying this is something I am interested in. Now all you gotta do is get them to actually make the purchase. You know that they want it. That's it. You just gotta convince them that it's worth the money.
Vivian (19:26) That's right. You know, we had said at the beginning of the discussion that we were gonna bring to the table why this is important to you as a small business owner. So there are basically four reasons that you guys want to well, we just wanna make it compelling. We wanna make the case for a MetaPixel, okay? 'Cause you're you're probably like, Ugh, I'm gonna have to go in and this is a hassle. I'm gonna have to which we're gonna talk about that, okay. Don't it d
Don't even get that idea in your head. Get it out right now. Get it out, okay? Not a hassle. Not a hassle. Okay. Worth the time. That's right. The first reason that we think it's really important and beneficial to you as a small business owner is that obviously you get better measurement of advertising results. Okay. Well I mean there is spending money and then there is spending money wisely. And we want you to do it wisely, okay? So without some of this data inform
or information yes we had talked about how you get metrics but you're not getting the actual chelsea said the
Chelsea (20:33) Full picture.
Vivian (20:34) full picture of it right so just an example you spend three hundred dollars on an ad campaign okay and you get 150 website visits perfect two dollars per visit okay cost me two bucks if ten people purchase
your ad purchase is thirty dollars or ad cost per purchase is thirty dollars. Okay. Okay. If nobody purchases
the that's a very different thing, right? It's gonna be able to tell you if you have problems with your ad. Okay, exactly what the problem is because it's not it you can run the same ad, but those are two very different scenarios, right? Nobody purchasing from that if you've legit got zero sales from it is a very different problem than let's say if your your ad cost per purchase is thirty dollars. Maybe at that point you're like
I don't want it to be thirty dollars. I wanna lower that, but maybe it doesn't mean I have to change my ad completely. Yeah. Right. Or maybe my call to action needs to be different. Or maybe they need more of a warming up process to my product or service or my business.
Chelsea (21:50) Yeah.
Or it could be that you need to tweak your website page.
Vivian (21:55) True. And see, that's the other part is like you you're right, Chelsea. I'm glad you brought this up. I'm focusing so much on the ad, but really maybe it's not the ad, maybe it's your website. Getting them off of the ad is working. Yeah.
Chelsea (22:09) But yeah.
Vivian (22:11) Right. And so then maybe it's gonna tell you having that zero sales, if you go back to your website and you see that it's your products are disorganized
Or it's hard to find stuff, or maybe
Chelsea (22:24) He's hard to check out.
Vivian (22:26) maybe you have too many products, hard to check out, whatever it is. These are it's like a little breadcrumb or clue, like, hey, check here, maybe there's a problem here.
Chelsea (22:39) Absolutely. Vivian, I think it's time that we get to the nitty-gritty. We actually install a MetaPixel. Yeah.
Vivian (22:49) I don't want to get too technical with it. But I do I do want to say this. There is, I'm gonna preface it by telling you guys that there is actually a very good resource page that Meta has. So if you Google how to set up a MetaPixel, there is a meta-specific article where they walk you through the steps. There are also some wonderful resources on YouTube.
depending on if you have like a Shopify store or if you have like a Wix store or whatever else. Because the other thing I'm gonna mention is those specific platforms, they do a really good job of making it super easy or easier. Okay. and so let's just talk about the first thing. and then the other resource I wanted to let you guys know about too is that Meta also has something they call Meta Blueprint.
And these are a set of it's a ton of free courses that you could go in there to kind of walk you through ads manager. So there are resources out there that make it really easy, easy to read through to set up your MetaPixel. So really step one, you would open your meta events manager. Step two, you would create or select your data source. Okay. So it's gonna prompt you and tell you.
how to actually go in and set that up. All right. you're gonna connect it to your website. All right. So this is where you're literally gonna take that code and you're gonna input it into your website. And like I said, if you have a Shopify store, if you have like Wix and stuff, they actually have like apps that on the back end that will do this. They make it super easy for you to do that. And then step four, we don't want you to assume that it's working. We want you to test it. Okay. Because like it's one thing to
You g you and if you guys have used code ever, you know this, okay? You can like embed it and then you're like, I hope it works, and then it's not tracking it appropriately, and then what's the point of even using a Metapixel? I will say in my experience with it, it will tell you if it's collecting data or information. Like it it gives you a very clear, like
Hey, this is working, or hey, there's a problem going on here. There was one other thing I wanted to mention. we understand that some of you are not actually managing your websites. Like you have hired somebody to do this specifically for you to be a website administrator. If that's the case, we would recommend that you contact them first and say, like, hey, have you ever had experience installing a Metapixel? Yeah. If they have, wonderful, they probably know the process.
If not, then maybe you send them some of these resources or tell them very directly exactly what you need them to do and where to embed it. Like, hey, here's the code I'm gonna send you. I need you to embed that in the head of every single one of my, you know, pages. Yeah. And Chelsea, let me ask you, because I know in your professional marketing experience, you've actually had a couple different people that you've helped with, whether it's like Facebook.
profiles and stuff like that or Facebook business pages. Have you ever had to install a MetaPixel?
Chelsea (26:09) Yes. Yeah. Yeah, I've installed a Metapixel. I think the most important thing on this list is the double checking that it works. It's the testing. Yes. Because sometimes it can be I don't want you guys to not do it because I'm saying it's difficult. It's not difficult, but it it takes a second and you gotta double check that it's working. Yeah.
Vivian (26:33) I think that's the part where once you get that set up though, you're like, wonderful, I can see and start to collect all this data and stuff. And I will say that over the years, because I know you've now done marketing for a while now too, it when you were saying it wasn't like maybe a super easy process, like it wasn't just one, two and it turned on. that was years ago.
Chelsea (26:58) though that that is true. That was years ago. That was before honestly before these websites had these plugins to help you through this process and everything. I did it all manually. Yeah.
Vivian (27:13) And it still I think even within Facebook, like when we were going through those events that they now have as options, that has grown and expanded over the years. And so that's the other part is just know they're trying really hard to make this stuff super easy because if y'all don't think they don't want that data or information Yeah.
Chelsea (27:34) absolutely.
Vivian (27:35) You've bumped your head because they definitely do because it like we said, they are incentivized to want to keep you guys coming back and advertising with them. So they want your advertising campaign to work. Yes. And that data helps it. That's the only way they can yeah.
Chelsea (27:51) Yes, exactly. also, just a little sidebar really quick, Vivian. I have been doing marketing for a hot second. Yeah. It's been it's been like seven years. It's almost been a decade. I didn't even think of that because I always think about you.
Vivian (28:07) Yeah, old hag.
Chelsea (28:08) A lot of marketing experience, but yeah. I have a good bit too
Vivian (28:14) Well especially I think what you're gonna start to see is the thing that I always say where things rapidly change all the time. I mean you in seven years it's it's the marketing you were doing seven years ago is not the marketing that you're doing today.
Chelsea (28:27) no, absolutely not. Yeah. I think marketing is one of those industries that we'd like to say it's a long term strategy, but a lot of the stuff is fast paced.
Vivian (28:39) Yeah, it definitely is. Now, being that you're our voice of reason, I know you're not gonna l let us leave this discussion without reprimanding no, not reprimanding. telling us what we mistakes we should avoid, right?
Chelsea (28:55) Absolutely. Okay. With great power comes great responsibility. Hey Spider-Man. And there are
Vivian (29:04) Or is that Superman? Or is it both? It's all of them.
Chelsea (29:08) what? That's Spider Man.
Vivian (29:11) No, but I thought Superman also says it. Henry, what's his name? Henry Cavill says it he says it too, I think. And then you Superman. Does he? I don't know. Okay, moving on.
Chelsea (29:26) Well, here's my thing. I'm very distinctly only a Spider Man fan. Well no, he's fine. Like I don't
Vivian (29:32) You don't like Superman? Yeah,
he's fine.
Chelsea (29:38) Let me rephrase. I'm not really into superhero movies, but the ones that I will always watch is Spider-Man. I love Spider-Man. Okay, gotcha. Okay. So yes. Line quote. So to quote Spider-Man with great power comes great responsibility. We gotta make sure that we are being cognizant and being aware of how we are using this. So for example.
Make sure we're not tracking the wrong event. And that's something that can happen across the board in marketing. We can sometimes focus on the wrong analytic. Sure. So it's important to remember what are my goals? What am I trying to accomplish with this ad? And make sure that we are tracking the event that correlates best with that goal. Sure. Also want to reiterate again, don't just assume that it's installed and working. Double check your work.
A a great mistake that I don't want you to make. Re-targeting everyone without a strategy. Okay. You know, not everyone. Let's go back to our Halloween costume example. Let's say we have two different people who landed on the Wednesday Adams costume. Now, one person, because we have metapixel, we can see that they went on there, they look through all of our black clothing, they look through all of our like
goth costumes and stuff like that, but then ultimately didn't make a purchase. We also have another person that went on there, saw Wednesday Adams, wasn't really interested, clicked out of it. What you can infer with that data is that the first person wants a moodier costume. Mm-hmm. Second person, that's not what they're looking for. You don't want to give them the same ad. Sure. Because that first person, honestly, you could probably just retarget them
with the original ad and just change the messaging. Sure. That second person, you're gonna wanna advertise a whole different costume to them. Right.
Vivian (31:40) And we want to clarify that when Chelsea's using those two people as examples, they it is not like this Metapixel is giving you this person's name or like anything like that. It w the way you correlate that is through their action, right? So what you're saying is like one of the things we said was you can see where they which one was it, where they can navigate like the page or something. Mm-hmm.
Okay, that's what you're looking at. So you're saying, Great, the people from this ad that came over here that then landed on this page with the spookier, weirder costume. That's how you're doing it is through the event, not through you like
Chelsea (32:25) No, you cannot see actual like personal information or anything like that. You you need to be little scientists. That's right. Little detectives to figure out, you know, if someone clicked on the ad and then immediately bounced off of it. Mm-hmm. You know, they're not interested in the spooky stuff. That's right. We also have Vivian ignoring the website experience. And we brought this up earlier when I said it could be that.
you know, they followed the ad, but then they're not making a purchase because your website is the problem. Sure. Always look at your bounce rate. Look at you know, if the proportions are off. If like we said earlier, you get like two hundred people who clicked on the ad, but only one person makes the purchase. That's right. Where's that disconnect? And it's probably with your website.
Vivian (33:19) Yeah, unless you're just completely targeting the wrong people. But it it could be but I do like that it's like it it forces you to go in there and kinda look to see what what's what's going on with your website. The other thing too is you guys remember if your website isn't loading fast, if it's like if great the ad gets them there and then your website takes forever to load, I mean that
Chelsea (33:43) Be a problem. Yes, absolutely.
Chelsea (33:47) also a huge mistake. Expecting instant results. I literally just said this. Marketing is a long term game. You need to give it time to work.
Vivian (33:58) Yes, and to get gather data. Yes. Right? That too. I mean, that's the that's the thing. So, you know, if you feel like there are so many times when we're like, Hey, should we stop this ad, pause this ad? And really we should probably continue it because the more data and information you get, the more you'll be able to like retarget or create a better ad or whatnot. So just keep that in mind.
Chelsea (34:24) Absolutely. And this is where digital ads are very useful and Facebook, Instagram, meta ads are useful because you don't have to spend a lot of money on them. That's right. You can give like five dollars continuously let it run so that you can build that data. To see. Yeah. To see what's going on. Yeah. My last mistake that I don't want you guys to make, ignoring privacy and data protection. That's just
Something you need no matter what in every discussion. I will bring this up every single time.
Vivian (34:57) I'm almost certain you do every single conversation.
Chelsea (35:00) Don't misuse people's information. Make sure that you understand and businesses must understand their obligations before collecting and before sharing visitor information.
Vivian (35:16) Yeah, there was the one that stands out to me is there was one specific event, remember that Chelsea said, it was if they sign up for like a newsletter or something, if they opt into something, be sure that you actually have opt in language and you're not just taking someone's email, signing them up for stuff and then not getting them to you know, to give consent.
Chelsea (35:38) Yes, you need consent. You need consent in everything. Everything. Everything. That's right. Vivian, is there anything else we need to say about the MetaPixel?
Vivian (35:48) No, encourage everybody to go out there, kinda check it out. Even if you're not gonna implement it like, you know, tomorrow, I think we our duty here at the SOB community. Okay. Or the S SOB marketing podcast is to tell you about the resources that are available to you. Okay. This is a resource that you have that you can for free.
install to improve your ads. And so we want you to know it's out there. We want you to know exactly what it does, what it can help you do, and how it can improve your small business and increase your sales.
Chelsea (36:31) A nice little speech at the end. I love that.
Vivian (36:35) Vote For Vivian Walton.
Chelsea (36:36) for what?
Vivian (36:38) Ha ha.
Chelsea (36:40) Y'all - I think last time we read a recent review that we got. If you want your review read, you have to leave us one. So pretty pretty, please leave us a review. It helps us get in front of more small businesses, and we want to build an SOB community so that we all feel comfortable and confident handling our marketing.
On our own and you know what, go be the best SOB you can be.