Facebook provides a range of different tools you can integrate into your website to add additional functionality. If you’re using a popular CMS such as WordPress, there are pre-built plugins that make adding these easy.
A Facebook pixel is a small piece of code that sits on your website and sends data to Facebook about how users interact with your site. This is useful for analytics purposes and allows you to tailor your ads and remarketing tools to line up with how visitors use your website. You can also group your visitors into demographics and learn how different demographics interact with and use your site to help with optimisation.
If your website features articles or other features that you’d like to get user engagement on, Facebook allows you to integrate it in a way that lets users comment on your posts using their Facebook accounts. This removes the need for you to run your own comments system and comes with built-in anti-spam protection (though you’ll still need to keep an eye on them).
It’s fairly common for websites to allow users to register for accounts and log in, but making users fill out a registration form and remember a login for each website they visit is tedious and puts people off. Thus, it’s possible to integrate Facebook onto your website and allow people to log in using Facebook. This means they don’t have to create a separate log in and the registration process is a lot smoother, reducing customer fall-through on registration.
Facebook’s Messenger platform is a great way to send private messages and it can be integrated into your website. It sits in the corner of your website and allows customers to send you a message without having to leave the page they’re on. The messages go into their Messenger inbox, allowing them to follow-up from Messenger without having to go back to your website. This enables smooth, direct communication with your website’s visitors without having to maintain your own contact forms and dealing with the spam or hacking attempts that come with it.