What are retargeting pixels and how to set them up?

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In our article, we will look at what Facebook and VKontakte pixels are and how they relate to retargeting in social networks.

What are retargeting pixels?
This is a special code that needs to be embedded into a web resource. With its help, social network advertising systems read visitors who visit your site, what pages they visit and what actions they perform.

Retargeting pixels help set up a special and quite effective advantages of using our skype database type of advertising — retargeting in social networks. For those who are not in the know, we will briefly tell you how retargeting works.

Let's imagine that a user came to your site to buy a new smartphone, but left without choosing anything. After that, he will be followed all over the Internet by ads for the specific phone model that he was looking at.

However, without properly configured retargeting pixels, your ads won't work.

How to set up retargeting pixels in 2 steps?
First, you need to install the pixel directly on the site or through a special tool called Google Tag Manager. In fact, you upload an image of a minimum size of 1px by 1px.

If the first stage was successful, then go to the advertising campaign and specify what exactly you want to track:

user transitions to the site;
transitions to specific pages;
pressing buttons.
Now, when a user visits your site, the advertising system will receive data about the visit via the pixel code and record information about the potential client. The next time the user logs into the social network, the system will recognize the user and show the ads selected for him.

Facebook Retargeting Pixels
In this screenshot, we see that the retargeting pixel created on Facebook tracks all visitors to the online store. Now Facebook knows who has already visited the site, and you have the opportunity to make a personalized offer to each visitor. Or just show off your company name.

A configured social media pixel will not only help you "catch up" with your customers, but will also allow you to optimize advertising placements for conversion to the target action. You will be able to more effectively choose an advertising strategy with payment for the user action you are interested in.