The technique of “seasoning the pixel” goes again a number of years. However, does it have any validity?
The way it Works
The argument behind the necessity to season the pixel usually goes like this…
You’ve a brand new pixel and Meta doesn’t have historic information in your web site guests. With out that information, it could possibly’t correctly optimize. So as a substitute of optimizing for conversions, it is best to optimize for hyperlink clicks or touchdown web page views or one thing additional up the funnel.
This strategy, in line with the technique, feeds the pixel the required information it wants for a sure period of time earlier than you optimize for conversions. So it helps you get higher outcomes while you finally optimize for conversions, although it’s not clear how lengthy this “seasoning” ought to final.
Is it Legitimate?
The idea sounds cheap. It makes an attempt to resolve an issue we assume exists (an absence of pixel information stopping you from getting good outcomes). However is it really helpful, or is it a waste of money and time?
To be clear, Meta has by no means used the phrase “season the pixel” in any of their documentation (that I’m conscious of, at the least). Possibly an advert rep right here or there has mentioned it, however I doubt that comes from official documentation. This was thought up by advertisers.
Positive, a brand new pixel might be at a drawback. When you evaluate the outcomes of 1 marketing campaign optimized for conversions the place there have been 1,000,000 guests in a yr vs. one other that’s model new, you’ll in all probability see a distinction. However, that will even be attributable to model visibility and repute.
My difficulty with optimizing for hyperlink clicks or touchdown web page views as the answer is that it’s prone to ship low-quality visitors to your web site. It’s why I typically don’t suggest any such optimization within the first place, seasoning or not.
When you’re sending low-quality clicks throughout this stage, you’re seasoning the pixel with dangerous visitors. I can’t think about that that is going to assist.
What to Do
What must you do as a substitute? If it had been me, I’d optimize for conversions from the beginning.
It might take some time to get good outcomes, however you aren’t losing cash on low high quality visitors. And also you’re extra prone to be “seasoning the pixel” (if that’s really a factor) with higher-quality information.
Do you do that?
