Even if you’re not yet running Facebook ads, if you haven’t yet set up a “Facebook Pixel” on your website then you’re potentially losing out on a lot of valuable data which you may use at some point in the future.
The Facebook pixel helps you do two things:
Once you’ve added the Facebook pixel to your website, it will be triggered when a person arrives on your site and/or when they take an specified action (like adding to cart or completing a purchase). This information is then sent to your Facebook Ads Manager (or Events Manager) page where you can take further actions.
Facebook conversion tracking can seem daunting for many beginners – maybe you’re not how to set it up, what you should be tracking, or how to analyse the data?
Our step-by-step guide will show how to track the actions that are valuable to your business and use this data to create meaningful ROI for your ads.
First things first, if you haven’t already, get your Facebook Pixel installed. Go to your ‘Events Manager’ within the Facebook Ads Manager back-end. From here, you’ll be able to install the Facebook pixel using one of 3 methods. You can:
Don’t worry: it’s easier than it sounds! Here’s how to setup your Facebook Pixel on different eCommerce platforms:
Alternatively, if you’re not confident about installing your pixel correctly, you can use Upwork to find a freelancer who can help you with this – it should not cost much at all and would take less than an hour.
Once your Facebook pixel is installed, it will automatically begin tracking ‘landing page views’, but to follow when a user converts, you’ll need to track what’s called ‘standard events’
These standard events are everyday actions people take on websites like ‘add to cart’, ‘purchase’, ‘contact’ etc. To see all the standard event options, see Facebook’s event guide.
Your next step is deciding what events are most meaningful to your business. If you’re selling sample libraries and/or plugins, then you’ll want to track events like ‘purchase’, ‘add to cart’, ‘initiate checkout’ and ‘add to wishlist’.
Now you’ve decided what you’d like to track, it’s time to install the code that records each action. Just as there are 3 ways of installing the Facebook Pixel, there are also 3 ways of tracking conversions on your site:
To create a custom conversion, all you’ll need is the URL of the page your customer reaches once they’ve completed your desired action. Custom conversions are usually complementary to adding standard events and further segmentation of important actions taken on your site.
Standard events can track things like button clicks (adding to the cart, hitting a call button, etc.), whereas custom conversions allow you to track a specific URL.
If you’re selling 3 different plugins, the ‘purchase’ standard event won’t tell you exactly what course was bought. Creating custom “thank you” page URLs for each course and tracking each of them using the custom conversions tool will give you a better insight into what’s working well.
How to create a custom conversion:
You’re done! Now you’re recording your custom conversion.
Adding standard events manually to your website’s code requires technical skill. If you’re not used to changing things on your website’s back-end and typically get a developer to help you, installing event tracking should be passed on to them.
If you’re competent in website coding, installing standard events is pretty straightforward to do.
How to install standard events:
If you’re not comfortable with this, you can use a free tool like Pixel Your Site to add the events for you. Alternatively, you can use Facebook’s event setup tool – more on that below.
The event setup tool can be a godsend for anyone trying to track conversions without the help of a developer. It gives you the option to track standard events, create custom conversions, and add the value of each conversion, all without the use of code.
It’s user-friendly, highlights the buttons on your site you might like to track, and lets you choose from their multiple tracking options.
Here’s how to use it:
Now that you’ve installed your Facebook pixel and conversion tracking, it’s time to test if it’s working. We highly recommend you do this to avoid any confusion or wasted budget. There are two ways you can test if everything is working correctly.
Facebook pixel helper is a free tool that will allow you to see precisely what tracking is in place on each page of your website. Add it as an extension on your browser, and once you land on your site, it will show you the tracking it’s picking up.
To run diagnostics on your pixel and see if tracking is firing correctly, you’ll need to click on ‘data sources,’ then choose your pixel in Facebook’s events manager. From there:
Once you’ve flicked through a few pages, Facebook will simultaneously show you precisely what events are firing and when in the results section of your events testing interface. You’ll be able to pinpoint any issues with your conversion tracking and re-install the tracking correctly.
Now that you’ve set up your standard event, it’s time to begin creating ads and audiences geared towards fulfilling your desired actions. If you’d like Facebook to optimise a campaign for conversions, follow these steps.
There are other objectives when running Facebook adverts also, like “awareness” or “consideration”. For the purpose of this article, we’re assuming that you simply want to make sales immediately from your Facebook ads so in this situation you’d only choose “conversions” as the objective. You can read more about what the other objectives are for here:
Tip: Use Canva to create eye catching and professional looking graphics for your Facebook adverts. Its quick, simple and affordable.
Creating custom audiences based on the conversion data you’ve gathered is key to increasing conversions at a lower cost per conversion.
Custom audiences are fantastic for remarketing campaigns and for creating ‘lookalike’ audiences. Lookalike audiences are people that Facebook deems similar to those who have already taken action with you.
You can create a custom audience based on things like:
You can also segment an audience based on more than one event, which is excellent if you want to crossmatch people who have added to the cart but didn’t purchase. Using this data, you can target users based on where they are in the buyer cycle leading to higher conversion rates.
Learn more about creating custom audiences.
To see how every campaign is doing in terms of conversions, go to your Facebook Ads Manager dashboard. From there, you can customise the results you see for each campaign.
Hopefully this article has provided you with useful information on how to setup your pixel, analyse your data and improve your conversions from Facebook ads. This is just a beginners guide to the process – the next step is to test, test, test. Split testing everything will gradually improve your results over time leading to higher conversion rates and lower costs overall.
Our aim at Pulse is to provide companies who use the platform with a solution for improving the download experience for customers, as well as the tools and support to grow their company too such as help with Facebook ads and suggestions for freelancers to work with etc. Learn more about the features and costs of Pulse here.