By Tracy Mu Sung
Facebook Conversion tracking is a feature that does what it says on the box. It allows you to see if any of your Facebook advertising spend has eventually ended up converting a customer. This conversion is usually a view of a page – but if you use Google tag manager, you can make this conversion any goal or event that is tracked by your tag manager. Facebook advertising isn’t like Adwords search advertising – you wouldn’t expect to be able to get similar CPAs from search as in Facebook. After all, Facebook advertising is not search based, it is content based . In addition, most Facebook advertising doesn’t go directly to your site, it goes to your Facebook page. (Of course you can do both, and this isn’t a post about how one is better than the other). What I’m saying is, Facebook ad spend is largely focussed on growing your community and encouraging engagement, not necessarily direct conversions. Ok, so with those caveats in place – let’s get to how to set this thing up!
In your adverts manager, click on the Conversion Tracking link in the left menu. Here you can simply create a conversion pixel, by submitting a helpful conversion name and category. By ‘helpful’, I mean you should label it something specific like “Sale”, “Email Submitted”, “PDF Downloaded”, and not just “Conversion”. Copy the code provided.
Step 2: Implement the Facebook Pixel
If your conversion is simply a pageview, you could either put the code somewhere in between the
tags of the target page, or use Google Tag Manager to do that for you similarly. If your conversion is something like an event, or some other Google Analytics Goal, you will have to do a bit more work…
Step 2 Substeps: Implementing with Google Tag Manager
a) Click on ‘New Tag’ b) Select ‘Custom HTML tag’ c) Paste in your code d)Add the firing rule that matches the conversion you’re targeting e)Save that tag, then don’t forget to create a new version of the container, preview the new container, and then publish that new version (remember you have to do this every time you change your tag manager. I recommend naming every change in some useful way, so this version might be called “Added Facebook Conversion Tracking”.)
Step 3: Verify your Conversion Pixel
Go back to the Conversion Tracking page in Facebook ads, and confirm that your tracking is in place properly – Under Pixel status, it should say ‘Active’.
Step 4: Open Up Power Editor
EDIT: You No longer need to open up Power Editor, you can simply choose your conversion pixel in any ad interface under “Advanced Options”
If you haven’t been using Power Editor to manage your ads, you’re going to have to start now. You won’t be able to add conversion tracking to an ad except through Power Editor. It’s easy to find, in the left hand side of your adverts manager screen, directly under the Conversion Tracking link. You can open up an existing ad, scroll down and look for “ Track Conversions on my website for this advert“ – this allows this ad to monitor tracking. This checkbox will also be available on all new ads you create. It’s quite annoying that you have to enable conversion tracking for every single ad – I’m not sure why it doesn’t do this by default. I know that most ads might not be targeting conversions, but it should be opt out rather than opt in.
Step 5: Viewing Facebook Conversions
Once a campaign has an ad that tracks conversions, there will be a big ‘Conversions’ total on the Campaign page, right next to ‘Page Likes’ You can also expand any ad with conversion tracking to see how many conversions that particular ad brought. Just click on ‘see full actions report’, and then see the actions broken down (‘Actions’ includes conversions, likes and other things). Facebook advertising (and even the normal Facebook interface) changes so often, that I’m not sure how long this advice will be relevant for – so let us know in the comments if these steps no longer work.
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