Facebook has offered brand marketers unparalleled data on the customer’s buying journey. Its tracking pixel, which allows advertisers to measure conversions, optimize ad delivery and build specific target audiences, is now coming to one of Facebook’s most buzzed-about and up-and-coming features.
Late last month, Digiday and Marketing Land both reported on the social media giant’s efforts to add pixel tracking to Facebook Groups. Curators who manage groups with at least 250 members and install the pixel now have the capability to understand how members interact with their websites.
Groups are still a relatively new feature for publishers, brands and other Facebook business page owners. The platform just opened up access for them last year. Analytics for Groups were limited as well. Facebook introduced Group Insights in 2017, which provides administrators metrics regarding growth and activity of their Groups.
Any actions tracked by the pixel from Group posts will not show up in Ads Manager. According to Facebook, attributed results from Groups won’t be related to any paid advertising efforts at this time.
Here’s what an official spokesperson said to both Marketing Land and Digiday about the Group pixel rollout:
“We launched Group Insights last year as a way to help admins see metrics regarding the growth, activity and membership of their groups. We’re now expanding Group Insights to let Group admins and brands link their groups with their existing Facebook ads pixel, allowing them to understand how members in their Group engage with their websites. To protect member privacy, new Group Insights linked to the ads pixel are only available to admins who manage groups with 250 or more members. We’re beginning to test this feature with a small number of partners, and will continue to roll it out in the coming weeks.”
These new improvements to groups are coming at a time when marketers are looking for alternative forms of reaching consumers to Facebook’s existing advertising options. The news feed, which historically has been a go-to spot for ad placements, has seen a slight decline in effectiveness for advertisers in recent years.
How building communities with Facebook Groups can benefit brands
Over the last few years, Facebook has taken its fair share of criticism due its handling of data as well as its unintentional transformation into a place for contentious debate. Groups, however, is a feature that’s helping Facebook align with CEO Mark Zuckerberg’s mission to cultivate community on the platform. They’re doing this by allowing people to connect on their similarities rather than differences.
Groups provide real benefits for brands trying to cut through the noise of mass marketing and engage with their consumers in a real way. If your company doesn’t have a Facebook Group geared specifically towards consumers, here’s why you might want to consider it as part of your strategy.
First, the addition of the Facebook tracking pixel gives group owners more data points to analyze. This comes in handy for brands trying to better understand their target audience. If you’re a brand with an active and thriving Facebook Group, you can gain valuable details on a subset of people that might be some of your most loyal customers.
Even though the pixel currently doesn’t allow admins to send retargeted ads to group members, it still can provide businesses valuable insights on people that have more affinity towards them. The logic behind that is this: someone who’s heavily active within a company’s Group would be a better customer prospect than someone hearing about the brand for the first time.
Being able to interact with members by asking them questions and understanding their problems can offer companies useful market insights. Depending on their size and reach, Groups can offer a more intimate experience between brand representatives and potential consumers. Knowing a target audience’s interests and concerns can help businesses build better earned and paid campaigns to attract more consumers just like them.
Most businesses are just scratching the surface of what they can do with Groups. But with Facebook’s recent efforts to better foster community among its users, Groups might prove to be a powerful tool that marketers should think closely about using.