Marketing Insight: Google Analytics vs Facebook Pixel

十月 15, 2018
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As a marketer, we value customer behavior as much as any other marketing factor. Why? Because that’s what leads to a product’s success! A healthy, growing brand should constantly be learning about their customer’s behavior and fulfilling their needs, which will ultimately turn into customer satisfaction.

While people are on your website, how do you learn about their behavior? and why and how they achieve your marketing goals? For years we use Google Analytics, yet the new era has come and more and more marketers are looking into Facebook Pixel too. So, what is the big difference between the two?

As many marketers might already be exceptionally familiar with Google Analytics (GA), let’s just briefly walk through it. GA gives you a glance at the big picture and insights about how well your users are engaging with your website. It tracks the users by using browser cookies and feeds information back to the marketers. What makes GA so effective? The fact that Google offers a wide range of customization tools to collect the most relevant information needed for that industry, especially the insights on conversions.

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Facebook Pixel, on the other hand, focuses on retargeting your audience base on tracking as well as users’ profiles. Let me ask you a few questions. What does it mean to have 100 likes on your website? Or what does it mean to reach 100 on your post? The answer is it means absolutely nothing if it doesn’t generate any sales! And this is where Facebook Pixel really takes your business to the next level.

In fact, the biggest difference between the two is the form of data collection. Facebook Pixel tracks users based on each and every unique user profile. In other words, these are real user profiles. It also tracks information in the form of conversions, which is a complete set of actions that you want your users to make on your website. For example, a purchase, an e-newsletter subscription or even adding a product to their wish list. Then, it takes that data and creates retargeting adverts for users based on the action they took on your website or people who have similar characteristics with the people who visit your website.

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Still not convincing enough? Let me show you some statistics. Did you know that 90% of customers often add a product to their cart but don’t end up purchasing it? Yet showing them adverts to remind them to complete the purchase makes it 70 times more likely for customers to finish the order. It is also gives you ten times the click-through rate and they spend an average of five times longer on your website as compared to normal customers. In short, Facebook Pixel not only helps to target the right audience, but it also benefits marketers in cost management, which makes it beneficial for you in the end.