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What is Facebook pixel?

Facebook pixel explained and how it works with GDPR. (updated 20 july 2019)

A Pixel can be created in the”Facebook Business Manager”-account by an administrator in the Business Manager account. The Pixel is a short java-script code. Each Facebook pixel has a unique ID. The ID can be found in the javascript code on the website. It consists of 16 random digits. Ex “1110865209023422”. The pixel is a snippet of javascript code and its inserted on all pages on a Website. Preferably in the first loaded part of the website page code.
The Facebook Pixel identifies every unique website visitors devices(mobile phone, computer, tablets, smart TVs etc) unique device ID (most probably the Mac: id), and registers the how the device “behaves” on the website site.
Facebook pixel insert code Facebook pixel code The javascript code registers which pages a device visited, in which order it visited the pages, if it visited before, what frequency it visited and for how long did it visit, which links( bot internal and external links) were clicked and over which parts of the pages did the user move the mouse.
The pixel then encrypts all the info and sends the data back to Facebook. Facebook revealed on the 2015 F8 Facebook developers conference that they had identified over 4 billion different devices users on Facebook. Facebook has been able to connect these to approx 1.5 Billion Facebook users accounts. An owner of a Business manager account could before 2018 do in-depth analyzes with the data.
We can still analyze and optimize against data as education level, schools, workplace, family size, conservative och republican, and much more.
To be able to cross-target advertising toward an individual’s different devices is a fantastic competitor advantage. The correct attribution is more and more critical often asked for by our clients and its a lot at stake much because of the Google analytics measure one user with two devices as two individuals. At the moment, using the pixel data gives a better and more accurate data for reporting.
Facebook identifies now the user of the device and, marks the user as interested in the specific website products or services. It also assumes to what extent they are likely to purchase or convert, by analyzing the behavior of similar users conversions behavior, prior to their conversion. These “Group” of advertisable individuals is known as a custom audience.
The owner of the pixel can use this information and advertise against the custom audiences more relevant and better.
Facebook pixel and the GDPR

By Rainer_hachfeld

How does Facebook pixel + GDPR work?

Facebook advertising is one of the best and most relevant forms of advertising. However, GDPR will make it more difficult for many of those advertisers expecting to be able to optimize the same as before with Facebook Business Manager.

Facebook has communicated that advertising on Facebook will continue as before, but at the same time, it is clear that it is the company advertising that is responsible for compliance with all data protection laws in the regions they advertise.

Helps you communicate relevantly to potential buyers

The Facebook Pixel is a piece of code retrieved via Facebook’s enterprise tool Business Manager. The system must then be integrated into the pages of the businesses website. The code identifies anonymous visitors on the site and matches the data they can determine each with the data available on each user on Facebook. Facebook reveals no personal information about the individuals that they collect through the pixel. But Facebook allows the advertiser to identify the general interests, demographic status, etc. of their visitors.

What data will a Facebook pixel identify and save?

  •         Http Headers – Everything contained in the top of the raw code on the website. In the so-called “header” you can identify the unique IP address that the individual connects from, which browser is used, where the individual is geographicly located, how the visitor came to the site
  •         Pixel-information – Identifies the Pixel ID and Facebook cookie
  •         Click-information – Where on the site, the visitor clicked.
  •         Optional data points – If you have enabled the calculation of conversion, page type, etc. you can identify this as well.
  •         Form field name – For example, if the field is called ’email,’ ‘address,’ ‘quantity.’ Important information for online retailers. By default, the pixel does not save the content of the form. But it can be activated in Facebook Business Manager

GDPR – European Data Protection Act to Protect European Citizens Online

GDPR The General Data Protection Regulation (GDPR) (EU) 2016/679 is the EU’s new data protection law aimed to protect EU citizens rights online. It obstructs the ability to collect personal data and build large databases with individuals to influence them with, for example, marketing. The law goes into effect on the 25th of May.

The business should communicate clearly to the individual in plain text that all data that an individual gives away will be stored and possibly used for marketing within a period that must be specified. Failure to comply with this regulation will impose severe fines. These fines have been formulated up to 4% of gross sales or £ 200 million depending on which amount is the highest.

GDPR forces advertisers to get permission to use Facebook pixels

GDPR forces all visitors to approve that the website they visit may through the use of Facebook pixels re-advertise and analyze collected data to utilize more relevant advertising for that Facebook visitor. To protect users on Facebook, Facebook has enabled the opportunity to pause the tracking pixel until approval has been granted.

Facebook pixel solution

Facebook for developers has developed a feature that pauses the Facebook pixel until the individual has approved the Cookie policy on the site. It is enough for the individual to click on a button that communicates “I agree” if the environment surrounding the dial, clearly describes how information is gathered and used.

My advice is to during the initial transition to GDPR implement this feature through Facebook for Developers.

Facebook’s press release: New Privacy Compliance and Protections for GDPR

Need help with the Facebook pixel or a more thorough explanation? Call or email me directly at 0731462925 or rikard@semantiko.com

By Rikard Lindholm15th of May 2018

 

 

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