Facebook | Pixel Redesign

SERVICES
Process Design, Information Architecture, Copywriting, Localization

THE PROJECT
Simplify a complex user flow. The Facebook pixel is the backbone of Facebook conversion tracking and measurement, but pixel set-up was seen as too complicated by a huge number of advertisers.

THE STRATEGY
Focus on clarity. We reviewed every screen of the interface, and simplified the value propositions, new user text, definitions and interface steps.

WHY YOU SHOULD CARE
Higher completion rates. We saw a significant increase in advertisers who were able to install and verify their pixels. We created a new user experience template that was reused across Facebook Ads.

NEW USER EXPERIENCE CARDS

Visual introduction cards provide an overview of each of Facebook’s tracking tools. NUX cards are dynamic based on advertiser tool adoption and account status.

VALUE PROPOSITION PAGE

Revised value props clarify the benefits of the Facebook pixel using terms most Facebook advertisers understand.

"CREATE A FACEBOOK PIXEL" MODAL

Revised pixel creation page. We used A/B testing to understand what options blocked advertisers from continuing onward.

BASECODE INSTRUCTIONS

Revised instructions lower the technical barrier to manual pixel installations.

EVENT DEFINITIONS

We demystified the crucial term “event” in a way that helps advertisers implement highly specific code on their websites.

EVENT INSTALLATION INSTRUCTIONS

We developed a code generation tool so advertisers could enter basic parameters and receive customized event code.