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Earlier, I had discussed How to create a basic Facebook
Ad.
Now, once your ad is running on Facebook, you do
want to measure your return on investment, don’t you?
Here, I will discuss how a marketer/small business
owner can measure his Facebook ad performance using
Facebook’s Conversion Tracking.
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What is Facebook Conversion Tracking Tool?
• Facebook introduced their conversion tracking tool to help
advertisers measure return on investment of their ads.
• You can see when an ad displayed on Facebook leads to a sale or
an action that you wanted your user to take.
• An action can be: registeration/redeem a coupon/ shares page
post/ adds to cart/ checkout your ad etc.
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Conversion tracking explained in three steps
Step 1: Create a conversion tracking pixel - javascript code snippet (you don’t need to
create it; Facebook will do it for you).
Step 2: Identify/Create your Check out page: Add this pixel to the page where
conversions will happen. (Example: When a user fills the form on LeadSquared’s
landing page (image shown on your left) they are redirected to a Thank You page.
(image on your right).
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Step 3: Place the Conversion Pixel on the Page: Since our main
objective is to keep count of the conversions, i.e. people who
have filled in the registration form, we have created this pixel
(shown in image) and added to the ‘Thank You’ page mentioned
in Step 2.
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How does Facebook Conversion Tracking work?
1. When a Facebook user loads a page with the code on it, the code lets Facebook
know that the conversion process has occurred. In the example above, as the
Thank You page loads only after a visitor has submitted his/her details, the
tracking pixel on it would notify Facebook of a conversion, every time it loads.
2. Facebook then matches the conversion with the set of visitors who have already
viewed or clicked on your ad.
3. After this, the ‘Ad Manager’ gives the final report on ad clicks. See the image
below.
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Step-by-Step guide to Facebook Conversion Tracking
Step 1: Once you log in to your ‘Ads Manager’ tab, click on the Conversion
Tracking button on the left side bar.
Step 2: Then click on the ‘Create Conversion Pixel’ tab to begin the process.
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Step 3: You will be directed to this pop-up, which will ask you for a:
1. Name: An appropriate name will help you remember what you are tracking.
(Example: Lead Generation – GATE Ad)
2. Category: This will help you decide the type of action that you want to track on your
site. You can choose from the following:
• Checkouts
• Registrations
• Leads
• Key Page Views
• Adds to Cart
• Other Website Conversions
(For the purpose of this example, we have selected ‘Leads’).
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Step 4: You will be able to see a pop-up window with a JavaScript
code. This is the code that you will have to add to the page
where the conversion will happen. This will let you track the
conversions back to ads which you are running on Facebook.
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Here is the tricky part. The code should not go on all pages. For
that matter, it should not even go to the landing page of your
product. The code should be placed on the page that a user will
finally see when the transaction is complete.
For Example: If you want to track when students register for your
GATE coaching, paste the code on the registration confirmation
page/thank you page and not on the form that they need to
submit.
11. How do you confirm that your conversion
is working properly?
• Check that the javascript
snippet has been placed on
the correct conversion
page.
• Visit the page where the
pixel has been embedded,
right click and go to ‘View
Page Source’ to find the
pixel. The code should have
the <head> tag of the
HTML.
12. • Check that Facebook is receiving the conversion events from
your website.
• Go to the conversion tracking tab in your Ads Manager account.
• There you will see a list of the conversion tracking pixels that
you have created. If the conversion tracking pixel has been
successfully implemented and a conversion event has been
recorded, it will be reflected in the Pixel Status column.
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• Later, when you create your Facebook ad, you need to check the track conversions
box under the campaign, pricing and schedule tab to enable tracking.
A word of caution here: If you delete the Pixel Code, you will loose all activities related
to that particular ad. You will have to create the pixel and then an ad all over again.
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