Demographic Data Matters

18.01.2017 |

Episode #4 of the course How to generate more leads through your website by Lauren Pawell



Yesterday we talked about how to track the three website metrics easily using Google Analytics.

Today I’m going to teach you how to install another important tracking system—the Facebook pixel.


Even if you don’t ever have the intention of running Facebook ads, you can still leverage the data this powerful social media platform has to offer.

And it won’t cost you a dime.

But, you need to install the pixel now, because it doesn’t have the magical ability of collecting past information. It can only track data on the site post-installation.

Here’s what you need to do:

1. First, install the pixel using the instructions found here. You may need to create an advertising account if you don’t already have one.

2. Then, I want you to create custom conversions tracking those thank you pages you set up during yesterday’s lesson. Use this documentation to do so.

3. Last but not least, set up custom audiences tracking your website traffic, your email list, and your leads.

Step #2 is of vital importance.


Because you want to be able to gather data not just about all your website traffic, but specifically about your leads. These are the people you care about most, so let’s get a better idea of who they are!

Once you have the pixel installed and your custom conversions set up, you need to wait a little bit before you can access any data.

This is because Facebook requires an audience of at least 1,000 (tracked from your website traffic) before it will give you any demographic data. This rule is in place to protect the privacy of its users.

Once you have an audience of over 1,000 people, that’s when the magic really begins.

Using Facebook Audience Insights, you can dive into the demographics of your website traffic, including:

• Age
• Gender
• Education
• Relationship status
• Job role
• Page likes
• Location
• Language
• Purchase activity

Whoa, now that is some powerful information!

Equally as important, by starting to build an audience now by tracking your website traffic with the Facebook pixel, you’ll be able to use retargeted advertising in the future, which can be a great lead generation technique.

So get started, get your Facebook pixel, custom conversions, and audiences set up. After implementation, you can let Facebook do its thing.

Here’s to your ongoing online success,


Recommended book

“Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity” by Avinash Kaushik


Recommended course

Self Awareness and the Effective Leader


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