Sign Up for FreeEarlier, I had discussed How to create a basic FacebookAd.Now, once your ad is running on Facebook, you dowant to measure your return on investment, don’t you?Here, I will discuss how a marketer/small businessowner can measure his Facebook ad performance usingFacebook’s Conversion Tracking.
Sign Up for FreeWhat is Facebook Conversion Tracking Tool?• Facebook introduced their conversion tracking tool to helpadvertisers measure return on investment of their ads.• You can see when an ad displayed on Facebook leads to a sale oran action that you wanted your user to take.• An action can be: registeration/redeem a coupon/ shares pagepost/ adds to cart/ checkout your ad etc.
Sign Up for FreeStep 3: Place the Conversion Pixel on the Page: Since our mainobjective is to keep count of the conversions, i.e. people whohave filled in the registration form, we have created this pixel(shown in image) and added to the ‘Thank You’ page mentionedin Step 2.
Sign Up for FreeHow does Facebook Conversion Tracking work?1. When a Facebook user loads a page with the code on it, the code lets Facebookknow that the conversion process has occurred. In the example above, as theThank You page loads only after a visitor has submitted his/her details, thetracking 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 alreadyviewed or clicked on your ad.3. After this, the ‘Ad Manager’ gives the final report on ad clicks. See the imagebelow.
Sign Up for FreeStep-by-Step guide to Facebook Conversion TrackingStep 1: Once you log in to your ‘Ads Manager’ tab, click on the ConversionTracking button on the left side bar.Step 2: Then click on the ‘Create Conversion Pixel’ tab to begin the process.
Sign Up for FreeStep 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 yoursite. 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’).
Sign Up for FreeHere is the tricky part. The code should not go on all pages. Forthat matter, it should not even go to the landing page of yourproduct. The code should be placed on the page that a user willfinally see when the transaction is complete.For Example: If you want to track when students register for yourGATE coaching, paste the code on the registration confirmationpage/thank you page and not on the form that they need tosubmit.
• Check that Facebook is receiving the conversion events fromyour website.• Go to the conversion tracking tab in your Ads Manager account.• There you will see a list of the conversion tracking pixels thatyou have created. If the conversion tracking pixel has beensuccessfully implemented and a conversion event has beenrecorded, it will be reflected in the Pixel Status column.
Sign Up for Free• Later, when you create your Facebook ad, you need to check the track conversionsbox 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 relatedto that particular ad. You will have to create the pixel and then an ad all over again.
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