How Webtrekk can enrich your segments to optimise Facebook campaigns
By Content Manager David Vranicar
Facebook is a remarketing dream, quickly transforming from “relevant” to “important” to “priority”.
Which makes sense. It has more than 1.6 billion users, in-depth targeting options and the ability to absorb data directly from your site via the Facebook tracking pixel.
All of that is great – but Webtrekk has designed an even better way for you to leverage your data for Facebook retargeting. You have more data to optimise retargeting, and you don’t even have to implement Facebook tracking on your site or apps.
This post will explore how you can run more efficient Facebook retargeting with Webtrekk-enriched data, and keep control of your data at the same time.
How Facebook retargeting works
When fully implemented, the Facebook pixel lives on every page of a Website, recording what URLs your users see, what products they look at, how often they visit, etc.
Then, when those users pop up on Facebook, they see adverts based on the data that Facebook accumulated on your site.
Webtrekk can do everything that the Facebook pixel does. Here’s how.
Enrich your data
One of the perks of Facebook retargeting with Webtrekk is that it enables you to use rich CRM data along with standard onsite and historical data.
Therefore, in addition to campaign rules such as, “Anyone who lands on Page A is part of Campaign A”, Webtrekk users can go deeper.
For example, rules could be set up to leverage cross-device behaviour: If someone visits your website and downloads your app, then they can be targeted differently than someone who does not have the app. And that app download is something that the Facebook pixel would never know about.
You can also incorporate conversion data into your bids. If a user’s purchases tend to take place on tablets but not smartphones, then adjust your bids per device.
Control your data
Webtrekk’s in-depth tracking and segmentation also let you avoid implementing the Facebook pixel on your site.
All user info, from online behaviour to purchase history, is linked to individual users with an anonymised Webtrekk ID. So in the same way that Facebook builds data profiles around its registered users, Webtrekk builds profiles around Webtrekk IDs.
With these data-rich IDs, Webtrekk clients predefine certain behaviours that they would like to use for Facebook retargeting.
How does your user-centric data get to Facebook without using Facebook’s own pixel? Well, it’s a bit technical, but Webtrekk passes the information to Facebook – i.e., which users fall into which campaigns – inside of an “iframe”. The iframe is hosted by Webtrekk, independent of a client’s website and independent of Facebook.
The user info passed from Webtrekk to Facebook will contain a cookie that enables Facebook to link the website visitor with a Facebook profile for remarketing.
As a result, instead of giving Facebook access to everything happening on your website by implementing the Facebook pixel, you can send over only very specific data about specific users.
If you have any questions about Facebook retargeting with Webtrekk, we would be happy to discuss how we can help.