Last June, Facebook released a tracking pixel, a snippet of code that allows advertisers to track customers who come to their websites from Facebook ads. For Amy Norman, co-chief executive officer of Little Passports, the pixel was a game-changer.
Ms. Norman, whose San Francisco company sends children a monthly package to introduce them to geography and history, began testing ads on Facebook to see which ones brought in more customers. In June, Little Passports spent about $30,000 on Facebook ads and the company’s revenue for the month was about $130,000. By the end of the year, the company’s monthly advertising spending on Facebook had grown to as much as $150,000 and its revenue for December was $700,000.