What if I told you, that you are BLEEDING money on your re-targeting campaigns because you made this one COSTLY MISTAKE when setting up your Facebook pixel.

This is the MOST COMMON mistake that 90% of marketers, including the “gurus” get wrong, and it’s not necessarily their fault, they just aren’t technical. 

The first thing everyone does with the Facebook pixel is they put it in the header of their website so Facebook starts tracking who clicks through from your Facebook ads and (if you set it up properly) who hits certain events, such as adding an item to cart, an upsell, or check out page.

…but wait.

Did you ever look at what you were posting on your site?

Without copying the full pixel code or turning this into a full course on the Facebook Pixel, let’s take a look at the last few lines of the Facebook Pixel copied directly from Facebook :

<noscript>
<img height=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=INSERT_PIXEL_ID&ev=PageView&noscript=1″
/>

</noscript>

Do you understand what the code above does? …No?

Well, the Facebook pixel code between the <noscript> tags above ONLY fires when a user visiting your website has JavaScript disabled. It is estimated that 1.1% of the users on the web do not use JavaScript. In the corporate sales B2B space however, that number is significantly higher due to corporate firewalls and policies that disable JavaScript to help prevent their employees avoid getting viruses while browsing. 

( Note : If you do any B2B sales, you’ll want to listen closely…)

Now 1.1% might not seem like a lot, or is it?

If your site gets over 100,000 views a month that means 1,100 of them aren’t using JavaScript. That is over 13,200 visitors a year. 

So why is this a problem? 

Well, do you see the “ev=PageView” part of the code above? 

Yup. You guessed it.

If you FORGOT to change that when setting up your Facebook Pixel across your website, landing page, or funnel – those 13,200 visitors above, ARE NOT BEING TRACKED.

They could have purchased a product, gone several levels deep in your sales funnel, but Facebook doesn’t know, because your Facebook Pixel is lumping them in with the same audience of visitors who simply viewed your page and DID NOT BUY.

Based on Facebook’s algorithm and the way you set it up those users are “non-converters” which means the hundreds if not thousands of customers out of those 13,200 visitors that bought your product are NOT BEING COUNTED by your Facebook pixel to help it target people who are buying your products! 

The damage doesn’t end there…

…remember what I said above about BUYERS above are getting mixed in with your visitors? Well, if you have been retargeting visitors in order to convert new customers, you unfortunately are ALSO targeting hundreds to thousands of customers who have already converted and purchased your product, funnel offer, etc.

That means every month hundreds to THOUSANDS of your marketing dollars have been spent essentially spamming your existing customers. While losing money is bad, it’s not as bad as your customers clicking “This Ad Isn’t Relevant To Me” or “I Am Seeing This Ad Too Much”, which hurts both your relevance score and your ad reach.

So not only are you losing money on your retargeting ads… you unfortunately are losing money across your entire ad account because your ads are being pinged as irrelevant by your own customers, the people who SHOULD be getting targeted, polluting Facebook’s algorithm for who it should target, while also preventing you from re-targeting those same customers for later campaigns, weakening your reach and increasing your CPA over time.

HOW DO I FIX IT?

THE UGLY WAY : 
For those of you that are not that technical, just remove the <noscript> code above from your Facebook Pixel code. While you WILL LOSE the data on those 1.1% visitors not using JavaScript, it is better than LOSING thousands in ad spend on re-targeting visitors that have already converted and lowering your ad relevance and thus reach.

THE PROPER WAY : 
It depends on the platform you use, see below…

For ClickFunnel Users – REMOVE your pixel code from the Global JavaScript section, create a NEW Facebook Pixel, and apply the new Facebook Pixel individually to each funnel step by adding the JS / HTML section to a page. Changing the “ev=PageView” in the <noscript> code to the appropriate event, such as “AddToCart”, “LessonViewed”, etc.

For Shopify Users – Create a NEW Facebook Pixel and manually add it to your theme by adding it to the relevant .liquid files. Since every theme is different you I can’t tell you which files, but you’ll want it on the index, products, blogs, cart and tracking/confirmation page. Again change the “ev=PageView” in the <noscript> pixel code to reflect it appropriate event.

For Custom Sites / SaaS’s – Create a NEW Facebook Pixel and tag your dev team on this article, what they need to do is use server side code (PHP, Ruby, Python, etc) NOT JavaScript since it’s disabled and then they need to create a series a switch() or IF() statements around the entire pixel code changing the “ev=pageView” in the <noscript> code based on the page being viewed, to be necessary event IE: “AddToCart”, “LessonViewed”, etc. 

In closing, pay attention to even the smallest details. As you saw above, a small error that only affects 1.1% of your visitors can cascade and cost you THOUSANDS over time.

Thank you for reading and hope this helps you get greater results from your social media marketing efforts!