How many advertisers are using Facebook advertising without knowing how well their ads are working or creating sales?
In the following text, I’m going to cover Facebook conversion ad tracking and how to configure offsite pixels, so you can determine your Return On Investment (ROI) for your Facebook ad spend.
Yes, you can track your conversions using Google analytics eCommerce and traffic referral sources , but you won’t be able to tell which Facebook advert converted your customer. This where the Facebook conversion code and offsite pixel comes in.
How Facebook Conversion Tracking Works and the Different Conversion Types?
One of the amazing things about conversion tracking is that Facebook utilizes Optimized CPM (oCPM) to determine who sees your ads.
oCPM allows advertisers to prioritize their marketing goals, and then automatically delivers ads against those goals in the most effective way possible. This allows advertisers to maximize the value they get from their budgets.
Your ad is optimized to be surfaced to the people most likely to perform your desired action.
When you set up your offsite pixel, you can optimize for the following conversion types:
- Key page views
- Adds to cart
- Other website conversions
Facebook learns which users perform these desired actions through advertisers using conversion tracking. This intelligence helps Facebook target your ad at people most likely to convert.
Setting Up Facebook Ads and Conversion Tracking Step by Step
Using power editor instead of adverts manager is the best option for managing your Facebook adverts. I found it misleading when using adverts manager, as you are asked to create a unique pixel conversion code for each ad you create.
1. First, start Facebook Power Editor
From adverts manager, you will see an option for ‘Power Editor’. Click the link or go to the following URL: https://www.facebook.com/ads/manage/powereditor/