Adding a Facebook Pixel is a solution to convert more visitors into buyers.
How does it work?
The Facebook pixel is a small piece of code you can add to your website that registers every visit and action taken by a user.
For instance, it can create an audience of everyone who visited your menu but did not place an order.
Why is it useful?
Someone who visited your website or menu is probably the easiest person to convince to order from you. You want to keep in touch.
By installing the pixel, you can create an audience that you can then use to run ads to those same people on Instagram or Facebook.
It can also record everyone who placed an order. Facebook offers a tool called "LOOKALIKE" that helps you find on Facebook or Instagram people similar to your customers and allows you to run ads to them.
Once you have shared enough conversion data to Facebook or Instagram you can be sure that this targeting will be your most efficient ads channel.