A few weeks ago Facebook got in touch with us to try out their pixel-based catalogs.
This feature is currently in beta testing and only available if you work with specific agencies.
Pixel-based catalogs will be a godsend to e-commerce stores that struggle to create successful product catalogs. In this article I'll reveal how it works.
What is a Pixel-based catalog?
A pixel-based catalog uses data gathered from your pixel to build a dynamic catalog of products.
The pixel-based catalog feature is specifically aimed at brands that are unable to maintain a product feed or have struggled to get their websites to work correctly with dynamic product ads.
The pixel uses microdata from a 7-day window to build a dynamic catalog of products. Each new pixel fire will either update an item or add new items to the product feed.
For example, if a prospect views a product and happens to trigger a pixel event (ViewContent, AddtoCart etc.), and the next day you put that item on a 20% sale and another prospects triggers the same event, your pixel-based catalog will update your catalog with the 20% sale figure.
To be able to use pixel-based catalogs a website must use OpenGraph or Schema.org, which includes microdata tags that the Facebook pixel needs to build a catalog.
The pixel-based catalog is in beta testing on Facebook and is available for retail and e-commerce brands only. If you're having trouble with your product catalog and feel this new feature may be of use to you, please contact us to see how we can help.
ViewContent and Microdata
To use pixel-based catalogs, each product for which you'd like build a catalog inventory must have the ViewContent event inserted on the page. This allows the pixel to report back to the catalog on which items have been viewed.
If you want the pixel to track all items, then the ViewContent event must be applied on every page that contains a product.
You'll also need to decide whether you want to use OpenGraph or Schema.org.
When using OpenGraph, you need to place product microdata within the header section of your website.
When using Schema.org, you'll need to place the microdata within the product page of each item.
Creating a pixel-based catalog
Once the ViewContent events and microdata tags have been added to your selected pages, all that's left is to create a product catalog.
If you've set up product catalogs before, you typically need to add a product feed and currency. With a pixel-based catalog you'll have the option to choose Pixel Activity as your catalog upload method.
And that's it.
You'll be able to start running dynamic product ads and using your pixel data, and Facebook will serve product ads based on users' behaviors on your website.
Are you struggling with catalog creation?
Are you an e-commerce brand that struggles with creating or maintaining a product feed?
If so, you may be missing out on huge potential to increase your sales through the power of retargeting and using dynamic product ads.
We are currently looking to work with brands that are facing issues with maintaining a product feed with the use of pixel-based catalogs.
If you'd like to learn more or see if you're eligible, contact us for more information.