Over 70% of Facebook users visit the app at least once a day. Also, Facebook is Google Play’s most downloaded application with more than 1 billion downloads as of today.
And, most importantly, Facebook is the most used platform for both B2B and B2C sales. 72% of B2C marketers like using Facebook for marketing.
So, you can’t ignore Facebook ads, especially if you are running an online business.
But, do you track your conversions?
If not, then you are not investing but just throwing your money away.
Tracking your Facebook ad conversions is mandatory and here’s how to do it:
February 2017, Facebook started a new conversion tracking metric: Facebook Pixel.
With Facebook Pixel, you can track your conversions in two ways:
- Standard events
- Custom conversions
With custom conversions, you don’t need to make any changes to your existing WordPress website’s coding. This feature is available within the Facebook Ads Manager and simply works on the URLs of the WordPress website that you want to track.
Instead of tracking how a webpage is doing with a Facebook ad, Standard Events lets you track a specific event or action with different codes. These codes are added to your desired webpage through Facebook Pixel. Facebook allows you to choose from nine standard event actions.
Here is a six-step complete guide to inserting Facebook ad conversion codes the right way:
Install Facebook Pixel on your web pages:
It goes without saying, the first step of starting to track your Facebook ads conversions to install Facebook Pixel on every webpage that you want to track.
Facebook Pixel gathers the statistical data of all these web pages and syncs them to show you a unified result.
Set the Standard Event item that you want to track:
View cart, add to wishlist, add payment info, search, add to cart, purchase, initiate checkout, complete registration and leads: these nine are the standard event options Facebook Pixel provides its users with.
Here you must choose options from these nine based on the overall objective of your advertisement.
Here is how to do it:
- Go to Facebook Ads Manager and click on‘Menu’ and then ‘All Tools’ at the bottom left of the screen
- Next, in ‘Assets’, click on ‘Pixels’
- Here you will be taken to the Pixel dashboard. In the dashboard, click on ‘Create Conversion’ and a pop-up will open
- From the pop-up, select ‘Track Conversions with Standard Events’
- Here, a new pop-up will open with all the probable custom event names.
Installing the custom code on the website:
The best way to do it, or how developers do it, is to manually copy and paste the standard event code into the page-tags you want to track.
If this seems a bit complex to you, you can simply install a WordPress plug-in to do the work for you. PixelYourSiteis the best and most authorized WordPress plug-in for Pixel installation. You can install Google Pixel with a single click for your entire WordPress website.
How to use Pixel Your Site:
- In your WordPress dashboard, go to ‘PlugIns’
- Click on ‘Add New’
- Search for ‘PixelYourSite’
- Simply click on ‘active’ and start running the PlugIn.
Here you will need a Pixel ID. Find it on Facebook Ads Manager in the ‘Pixels Area’. Your Pixel ID is written on the top right-hand corner just under the pixel name.
- Fill in the name of the event that you want to track
- In the PixelYourSite dashboard, click on the ‘Events’ tab and then click on ‘Add New Event’
- Here there will be a URL field where you need to select the page URL that you want to track. Next, you need to choose the ‘Event Type’ from the drop-down list
- Once all these fields are filled properly, click on ‘Add’
- The same process will be replicated for all the events you will be tracking
- Once you are done with all the events you want to track, click on the ‘Activate Event’ checkbox
- Click on ‘Save Settings’.
Check whether the tracking is working:
You have successfully installed Facebook Pixel and have started tracking your ad conversions.
But, how do you check that the tool is doing what you want it to do? Facebook Pixel Helper is a chrome browser extension that will help you to determine whether all the parameters are working properly.
- Install the extension from Google
- Run any URLs that you want to track
- Click on the ‘Pixel Helper’ button at the top right-hand side of your browser
- A pop-up will open with the status of each of the events that you are tracking on the page.
Custom Conversions to split Standard Events:
If the standard event is the same and you want to track multiple pages with it, ‘Custom Conversions’ come into play here.
Suppose you are running two free e-book programs, and in both cases, the conversion goal is complete registration, you will need two separate custom conversions for these two events.
How do you create a custom conversion?
- Go to the ‘Ads Manager’ menu, find ‘Measure & Report’ and click on ‘Custom Conversions’
- Click on ‘CreateCustomConversion’, choose ‘Event’ from the pop-up box
- Select the event you want to track
- Enter the same information and parameters of the event that you have added in step 3
- Choose the ‘Category’ of your product
- Click ‘next’.
Add conversions to the reporting dashboard:
To measure the exact number of conversions for each thing you are tracking, you need to create ‘Custom Conversion Columns’.
- Go to the ‘Ads Manager Dashboard’
- Click on ‘Columns’
- Select ‘Customize Columns’ from the drop-down menu
- A pop-up box will open, click on ‘Websites Under Conversions’
- Click all the checkboxes that you want to be added to the reporting and click on the ‘Save as Preset’ button
- Write a name for your conversion column
- Click on ‘Apply’.
Do you want Facebook to help you earn millions or do you want to lose all your hard-earned money? Well, that’s completely up to you. A campaign can only be successful if every result is measured and analyzed, and when it comes to social media metrics, the urgency increases quite a bit.