Meta Pixels for Facebook Fundraising: everything you need to know
One of the reasons why social media advertising is so awesome (in our humble opinion) is the ease, convenience and capability of tracking, testing and optimizing Ads for a range of audiences and use cases whilst tailoring to an organization’s own brand values, goals and objectives. And, when it comes to advertising for nonprofits, whether it’s on social media or not, we all know how important it is to ensure every dollar of your budget is spent efficiently and delivers a return on investment.
In order to get the most out of your Ad programs, you need the data to drive effective decision-making on aspects such as Ads placements, targeting and creatives. Good news: for Facebook and Instagram, the Meta Pixel is designed specifically to help you do just that!
So, if you are currently using Facebook or Instagram Ads (or plan to use them in the future), read on to find out:
- What Meta Pixels are and how to set them up
- What type of data Meta Pixels collect and how to access it
- How Meta Pixels can be used to increase the ROI of your Ad spend
- How GivePanel uses Meta Pixels
What are Meta Pixels?
Simply put, a Meta Pixel (previously known as the Facebook Pixel) is a code snippet that can be added to any app and is predominantly used on websites with the aim to better understand the effectiveness of your advertising. This code can track actions taken on your owned website from Facebook and Instagram users, such as page views, adding an item to a basket, making a donation, completing a form, and much more.
There are four key features of Meta Pixels:
- Optimize: Meta Pixels can be used to ensure that your Ads reach the people who are most likely to take action, and therefore increase the effectiveness and efficiency of your Ads performance.
- Measure: Meta Pixels can be used to understand and benchmark actions and conversions across a number of devices.
- Curate: Meta Pixels can be used to create Custom Audiences from website visitor data and serve dynamic ads based on their interests and activities, such as retargeting Ads.
- Learn: Meta Pixels can provide rich data about your website traffic, how your audience engages with your content, and what actions they take.
As well as being used on nonprofit websites, Meta Pixels can also be used with apps such as GivePanel to track the performance of key metrics for Facebook Challenges and Facebook Fundraising campaigns, such as button clicks on registration forms and fundraiser activation.
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How to access and manage your Meta Pixel
Your nonprofit website will no doubt already have a Meta Pixel in place that is owned by your organization and is likely managed by either your digital marketing or data teams, or perhaps an external partner such as a website developer. If you don’t have a Meta Pixel in place on your website, it’s actually easier to set up than you think – in as little as 2 steps:
- Create your pixel and set up the pixel base code on your website. You can use a partner integration if one is available to you or you can manually add code to your website.
- Set up events on your website to measure the actions that you care about, such as making a purchase. You can use a partner integration, the point-and-click event setup tool or you can manually add code to your website.
You can find more information on how to set up a Meta Pixel on the Meta website. There is also a handy Meta Pixel Helper plugin that can be installed on your browser to help you troubleshoot any issues or errors.
But what about accessing the data from your Meta Pixel? You can find data from your owned Meta Pixel in your Events Manager under the data sources section in the left-hand navigation. Here you will be able to see an overview of event activity, test that your events are set up correctly, fix any errors, find a full history of any changes made to your Pixel or associated events, and even connect your Meta Pixel to your CRM.
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In order to ensure security when it comes to your Meta Pixel, you can assign and manage access levels for different people within your organization