Are you measuring the effectiveness of your Facebook ads? Do you know which ad targeting or ad image is bringing you the best results.
The biggest mistake I see made with Facebook ads is not using conversion tracking with Facebook ads.
In this article, I will show you exactly what conversion tracking is, how and why you should be using it with your Facebook ads.
What Exactly Is Conversion Tracking?
First you need to understand exactly what is a conversion and this could be any number of things depending on what you are using Facebook ads for. But in general a conversion is when a user performs the end action you desired after they clicked your add.
For example: Let’s say you have a free videos series and you are running Facebook ads to get people to sign up for the free video series. A conversion would occur when someone signs up for your free video series after they had clicked on your ad.
Here are some examples of what a conversion could be:
- someone signs up for your email newsletter
- someone signs up for your free report or video series
- someone buys your product
- someone signs up for your event or webinar
The point is that you decide what a conversion is and you tell Facebook to track when that action has been completed.
Why Should You Use Conversion Tracking?
When running ads, you typically care about a specific end result. Without tracking conversion (the end result) you are in the dark as to how effective the ads are and you have no real way of telling if the ads are generating a great ROI (return on investment) for you.
When using conversion tracking you will be able to see exactly
- how many conversion you are getting from your ads
- what each conversion costs
- which ad targeting or ad copy is generating the best conversions
How To Use Conversion Tracking
1. Get a Conversion Pixel
First you will need to setup a conversion pixel. This is a small piece of code you will place on your website and this code will tell Facebook that a conversion has occurred.
To setup your conversion pixel, first go to your ads manager https://www.facebook.com/ads/manage/home/ and click conversion tracking from the left-side menu.
Click the Create Pixel button in the upper right corner.
Next, give your pixel a name and choose a category, possible categories are:
- Checkouts – Track sales of products
- Registrations – Track signups for your webinar or event
- Leads – Track signups for your email list
- Key Page Views – Track view for a specific web page
- Add to Cart – Track add-to-carts
- Other Website Conversions – Track other custom conversions
Next click Create Pixel to create your conversion pixel.
2. Add The Pixel To Your Website
Finally you will see the conversion tracking pixel code that you will need to place on your site.
IMPORTANT: Make sure you place this code on the correct page of your site. This code should be placed on the webpage a user sees AFTER a conversion has occured. For example, if you are collecting email signups then the code should go on the “Thank You” page a visitors sees after they have signed up for your offer.
3. Check You Results
After you have installed conversion tracking and it has been running for a day or so, check your Facebook Ad reports to see some specific metrics about your conversions. This is a great way to see what ads/targeting are converting the best for your offering.
You can see from the report below that one ad group has an extremely higher cost per conversion than the others.
Now It’s Your Turn!
Comment below and let me know if you are using conversion tracking and what results you have seen from tracking your conversions.