1. Tie website visitors back to Facebook so that you can target them via ‘remarketing’. Have you ever gone on to a website and then started seeing ads from that company as you browse Facebook? If so, then chances are you were hit by their Facebook pixel and added to one of their remarketing lists.
2. Build lookalike audiences from your pixel-based lists. This is one of the most powerful features on Facebook advertising. Facebook can find you people who are most like your current site visitors, customers etc, allowing for more effective expansion of your marketing efforts.
3. Track conversions on your website back to Facebook. For example, you might fire a conversion when someone hits the success page of your webinar registration funnel. This allows you to track performance of your Facebook ads more effectively, and also can assist Facebook in actually optimising the delivery of your ads for more conversions.