Pixels is common across the advertising platforms. When viewer visited the website, a cookie is used to track the viewer so that we can advertise to them later.
This is called retargeting. Once you have advertised to past visitors, Pixels can also be used to track their behaviour when they returned to the website. It is very effective in measuring the effectiveness of the advertisement.
Website Custom Audiences
Website Custom Audiences are how Facebook helps you retarget website visitors. If you have the Facebook pixel installed, it will track the movements of any visitors on your website who are simultaneously logged into Facebook. It will record which pages on your site they visit, which pages they don’t visit, and when they visit. Using this data, you can advertise to very targeted groups of people.
To be clear, Facebook doesn’t let you choose a specific website visitor and advertise to them. Instead, you can advertise to groups of users (website custom audiences) based on shared behaviour. A few examples include:
- people who have visited your website in the past 24 hours.
- people who have visited your website in the past 180 days but have not been back in 30 days.
- people who have visited a specific page on your website.
- people who have visited a specific page on your website but not another specific page.
You can define Website Custom Audiences based on which pages they did or did not visit, and by when they visited your website.