📖 Chapter 6: Pixel Integration And Paid Traffic

You launched your challenge organically.
47 people joined. Not bad at all.

But you know there is more potential. A lot more.

So you hear about “paid ads” and decide to try it.

You open Facebook Ads Manager.
You set up a campaign. You choose interests. You set a daily budget of $ 200.

And then… you get some sales, but your cost per purchase is too high.
You are paying $ 150 per purchase while your challenge price is $ 97.

Why did this happen?

Because you are missing one critical tool: the pixel.

Yes, you can target on Facebook and Instagram based on interests, age, location, and behavior.
And that can work… to a point.

But without a pixel, you are losing several key abilities:

❌ You do not know exactly who purchased from your campaign
❌ You cannot retarget people who visited your page but did not buy
❌ You cannot build Lookalike audiences of people who actually purchased
❌ Facebook cannot truly learn who your ideal buyers are
❌ You do not really know your campaign’s true ROI

With a pixel:

✅ Facebook knows exactly who purchased
✅ It builds a buyer profile and searches for more people like them
✅ It allows you to retarget users who visited but did not buy
✅ Your cost per purchase usually goes down over time
✅ You can build accurate Lookalike audiences based on real buyers

Result:
The same $ 1,400 in weekly ad spend can go from 10 sales to 30 sales.

In this chapter you will learn:

A pixel is a small piece of code that you add to your site
(for you, the enrollment page of your challenge).

The pixel sends information back to Facebook about:

Yes, you can.

You can still create campaigns and define audiences based on:

And this can bring results.

Because the pixel gives you powerful advantages that you simply cannot get without it.

Without a pixel:
You see that your ad got 500 clicks, but you do not know:

With a pixel:
You can see clearly:

Result:
You know exactly whether your campaign is profitable and what to keep or stop.

Without a pixel:
Someone visits your page, reads, hesitates, and leaves.
You lost them.

With a pixel:
You can build audiences of:

You can then show them ads with:

Result:
It is common that 20 - 30 percent of people who visited but did not buy on the first time will buy after remarketing.

Without a pixel:
You can build Lookalike audiences based on your page followers.

But:

With a pixel:
You can build Lookalike audiences based on:

Facebook looks at your buyers, not just your followers.

Result:
Your cost per purchase can drop significantly (often 40 - 60 percent lower) compared to interest only or follower based Lookalikes.

Without a pixel:
Facebook optimizes your campaign for clicks or impressions.

But people who click the most are not necessarily the ones who buy.

With a pixel:
You can tell Facebook:

“Optimize for purchases, not for clicks.”

Facebook then learns:

Result:
Instead of paying for a lot of low quality clicks, you pay for traffic that actually converts.

Without a pixel:
You only see general data about who clicked.

With a pixel:
You can see:

Result:
You can narrow your targeting to the segments that actually buy and stop wasting budget on segments that do not.

Bottom line:
You can advertise without a pixel, but you are giving up 50 - 70 percent of the potential power of paid ads.

CommuniPass keeps this very simple.
Here is the full step by step guide.

In the left menu:

If you do not have a pixel:

Now you connect the Pixel ID to your challenge’s enrollment page.

CommuniPass automatically sends three main events to Facebook:

These events are triggered by the system.
You do not need to add extra code or manually configure events.

If your Pixel ID is saved and connected, your pixel is now active and ready to track.

Once your pixel is active and you start sending traffic (organic or paid) to your page, Facebook begins learning.

Facebook starts to collect:

What you should do in this phase:

You are feeding the pixel with the raw data it needs.

After your pixel has recorded around 15 - 30 purchases, Facebook begins to identify patterns:

Result:
Your campaigns usually become more efficient, and cost per purchase starts to go down.

After a month and more of data:

Result:
You can scale more confidently, your acquisition costs stabilize or decrease, and your data driven decisions get better.

This is why it is smart to install your pixel as early as possible –
even before you spend large amounts on ads.