Conversion tracking helps us measure the return on investment of Facebook ads by providing the information about user actions that happen after users click on one of our ads. Find out more on http://bit.ly/conversion_tracking

1. Degordian
Conversion
Tracking
by Ivo Novak, Traffic Manager & Petra Milin, Traffic Manager
03.06.2014.

2. Conversion tracking
• Conversion is specific action that your
visitors do on your site
• Many actions can be conversions, it
depends on your goals
• Some of possible conversions are
payment, sign in, newsletter subcription,
video play, etc.

3. Conversion tracking
• Helps to measure the return on investment (ROI) of
Facebook ads
• Until recently it was only possible to monitor
Facebook activity that user did after clicking on ad
• Now we can track the web activities and it is great
• Facebook conversion pixel - a tool for finding desired
information

4. Conversion tracking – why you should use it?
Sample data: Clicks
Ad Reach Clicks CTR CPC Spent
Ad1 4984 2038 0,081% 0,04 79,09 €
Ad2 4297 379 0,795% 0,05 19,00 €
Ad3 984 155 0,073% 0,04 6,95 €
Ad4 941 83 1,915% 0,03 2,60 €
Winner: Ad1
• In this case, ad with highest number of clicks is the most successful
one
• Don’t be fooled by absolute metric and one-dimensional statistics like
number of clicks, it doesn’t mean much on its own

5. Conversion tracking – why you should use it?
Sample data: CTR
Ad Reach Clicks CTR CPC Spent
Ad4 941 83 1,915% 0,03 2,60 €
Ad2 4297 379 0,795% 0,05 19,00 €
Ad1 4984 2038 0,081% 0,04 79,09 €
Ad3 984 155 0,073% 0,04 6,95 €
Winner: Ad4
• CTR (Click-through rate) helps us get a clearer view of the percentage of
people that click on ads

6. Conversion tracking – why you should use it?
Sample data : CPC
Ad Reach Clicks CTR CPC Spent
Ad4 941 83 1,915% 0,03 2,60€
Ad1 4984 2038 0,081% 0,04 79,09€
Ad3 984 155 0,073% 0,04 6,95€
Ad2 4297 379 0,795% 0,05 19,00€
Winner: Ad4
• CPC or cost per click (or CPM) is important metric for optimizing
• It shows us ads that are more expensive than others

7. Conversion tracking – why you should use it?
Ad Conversions Conversions
value
Spent CPA
Ad3 8 400€ 6,95€ 0,86€
Ad2 9 450€ 19,00€ 2,11€
Ad4 1 50€ 2,6€ 2,6€
Ad1 9 450€ 79,09€ 8,78€
Winner: Ad3
• Within these ads we had implemented a conversion pixel and set that one
conversion has a worth of 50 €
• Ad 3 has the cheapest CPA, price of its conversion is only 0,86 €
• Without conversion pixel, we would be guided with incorrect data which
would lead to a lot of wasted money

8. Conversion tracking - summary
• Determine main aim of the campaign
• Easy implementation
• Helps you to calculate CPA and guides campaign optimization
• You can use other biding options like oCPM
• Leads to lower CPA and better ROI
• Measure it, then measure it again
• Learn how to use data