Home Online Advertising The Conversion Pixel Returns To Facebook

The Conversion Pixel Returns To Facebook


Facebook said on Friday it’s bringing back the conversion pixel to its online advertisers by the end of the month, after abandoning it in 2010.

Editor’s note: Up until now, there appeared to be exceptions made for some large advertisers who were using third-party ad tracking on Facebook – likely due to the size of their spend. (Ahh, the muffin pixel.)

At the time that conversion pixels were pulled from the FB toolkit in 2010, conjecture on “Why?” ranged from “data leakage,” to legacy Beacon concerns, to not wanting to support the Google display ad ecosystem – which includes pretty much anything beyond the Facebook login save for a few, well-known portals. “Make your landing pages on Facebook!” seemed to be the idea.

But, no more.

As Facebook burrows away at a mobile ad network strategy that may or may not proliferate to PC-based display, it was likely time to bring its direct marketing partners increasingly into the fold. The strategic shift echoes the partnership with retargeting companies who are now allowed to access Facebook cookies and audience through Facebook Exchange, and extract the benefits of Facebook’s one-of-a-kind scale and reach. Overall, Facebook appears committed to aligning with advertiser goals that happen on Facebook and off – i.e. landing pages.

Another example of the criss-cross of Facebook advertising strategy is the somewhat overlooked “Custom Audiences” product which seems like a CRM dream for direct marketers. Looking to map their offline data to online audience, the “Custom Audiences” product can allow an e-commerce marketer, for example, to take a list of all of their registered buyers – and assuming they have permission according to their T’s and C’s and privacy policy – map each registered user’s email to email addresses on Facebook. And then those email addresses are mapped to cookies that can be targeted on Facebook using its data.

Hypothetically, if you were registered on Amazon, Amazon could take your email and ask Facebook to match it to its database of emails that Facebook users use to access FB. Sure – everyone doesn’t use the same email address for Facebook as Amazon – but many likely do and that’s enough to provide a unique opportunity to address customer audience using the direct marketer’s first-party data (email, in this case).

Think of the implications here. Salesforce could offer its customers the opportunity to leverage CRM records and, assuming each record has an email (or phone numbers) with the appropriate permissions, retarget the user on Facebook. Acxiom, Experian, and Epsilon all get this. So do many others in the ecosystem – agencies, ad networks/DSPs, trading desks, etc.

Online-offline, across digital channels – the connective tissue includes the email and the pixel. And, conversion pixels are another example of Facebook’s quickly spreading, ad strategy as the promise of addressable advertising takes another step.

Must Read

Comic: An ID Bridge Too Far?

Programmatic Companies Wrestle With ID Bridging And What Counts As Fraud

In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox –  and a new controversy was born.

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.