Facebook Ads

The ads that are placed within the social network Facebook are called Facebook Ads.

In contrast to Google Ads, the ads are not displayed to the user based on a search query, but on the basis of the user's interests and preferences that he or she has disclosed on Facebook (e.g. favourite music, relationship status, place of residence, etc.) or his or her surfing behaviour on websites that use the Facebook Pixel, thus reducing scattering losses for the advertiser.

Facebook Pixel

The Facebook Pixel is a JavaScript code that is embedded on websites. The pixel links the behaviour of people on the website with Facebook user profiles. It collects data that helps to track conversions, optimise ads, measure the effectiveness of advertising and create target groups. The pixel also tracks conversions across devices.

The Facebook Pixel is necessary to run retargeting and lookalike campaigns.

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