Track and optimize for multiple conversions – Part 1 of 3

If you are running Facebook ads that lead to any sort of conversion, directly or indirectly (sales, lead or opt-in), it’s a must that you use conversion tracking. Google tracking isn’t enough.

But even if you use Facebook conversion tracking, do you know when to use it? Do you know the difference between optimizing for and tracking pixels? Do you know how to set the conversion value? And do you know how to track for multiple conversions?

Answering these questions is precisely the purpose of this 3 part series. “Track and optimize for multiple conversions through Facebook Power Editor.”

Google tracking – Is it enough?

Far too many advertisers think that it’s enough to use Google URL parameters, goals and analytics. It’s not.

When you don’t use Facebook’s conversion tracking, you aren’t optimizing for a conversion. You aren’t able to break down Cost Per Conversion based on the following:

  • Age
  • Gender
  • Age & Gender
  • Country
  • Ad Placement

When you don’t use Facebook’s conversion tracking, you aren’t able to break down cross-device performance. Within the custom Facebook ad reports, you can analyze on which devices users saw your ad and on which devices they converted.

How to Create a Conversion Pixel?

Within Ads Manager, click the “Conversion Tracking” link on the left:

conversion pixel

Then click the green “Create Pixel” button at the far right:

create pixel

Next you’ll need to choose a category for the conversion you are looking to get. The options are:

  • Checkouts
  • Registrations
  • Leads
  • Key Page Views
  • Adds to Cart
  • Other Website Conversions

create pixel choose category

Finally, name your pixel and click the blue “Create Pixel” button:

create pixel name

You will then be given your pixel code:

pixel code

Copy and place that code between the HEAD tags of the “success” page following a conversion (the “Thank you for your purchase!” page). It’s important this goes on the success page — and the page that only someone who just converted will see. That notifies Facebook that a conversion is complete.

Make sure to refresh the page that has the pixel on it. You should then see that the pixel is active:

pixel traffic

Facebook will also begin tracking all times that pixel is fired (typically meaning a conversion, but someone — including you — may refresh it), regardless of whether someone reached that page from an ad.

When you run ads and connect a conversion pixel to those ads, Facebook will separate the conversions that happened as a result of someone viewing or clicking your ads.

In the next part we will see – how to set conversion value to a pixel, how to track multiple pixels, how to optimize conversion pixel. Till then, adios friends 🙂

(Images and content courtesy www.jonloomer.com)

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Facebook Purchase Behavior Targeting – Part 5 of 5

Last year Jabong with Puma had done a campaign called ‘’Gear Up Buddies”, where celebrity Chitrangda Singh and 3 of her fitness buddies were taken on board to show different kind of work out techniques. The winner would have got an opportunity to become 4th work out buddy of Chitrangda.

Now imagine if Puma had got the power of targeting micro segmented TG who buy specific sports gear for running, cycling, hiking, it would have taken the interactivity one notch up. Isn’t it?

In today’s final part of this series we are going to speak about how brands could target those who buy from “Sports and Outdoors” or buy from specific “Store Types” or have taken “Subscription Services”. Let’s dig in without any delay.

Sports and Outdoors

Sports

Target Facebook users you know spend a lot of time outdoors based on the things they buy! Click the Sports and Outdoors sub-category for these options:

  • Cycling
  • Fishing
  • Fitness
  • Golf and Tennis
  • Hiking and Camping
  • Hunting
  • Running
  • Winter Sports

Store Types

Store

Do your customers shop at specific types of stores? Target them by clicking on Store Types!

  • Furniture Stores
  • High-End Retail
  • Home Improvement Stores
  • Low-End Department Stores
  • Membership Warehouse

Subscription Services

Subscription

You can reach Facebook users who are known to sign up for specific types of subscription services by clicking the Subscription Services sub-category:

  • Auto Insurance Online
  • Higher Education
  • Mortgage Online
  • Prepaid Debit Cards

How Can Advertisers Use This Data?

The possibilities are endless, but here are a few examples of how advertisers can use this information…

Fitness Gym: Target Healthy and Fit, Vitamins, Vitamins and Supplements, Fitness, Running

Online Upscale Women’s Clothing Retail: Target Fashionistas, High-Ticket Apparel and Accessories, High-End Retail, Above Average Spending, Online Buyers

Online Marketing Product: Target Business Marketing, Training and Publications, Online Buyers, Small and Home Office Products

This brings us to the end of behaviour targeting series. Hope that you have started using this information in targeting the right TG. Would love to hear from you on this. Feel free to get in touch with me and ask any questions that you have in mind in the comments section below.

Next series is going to focus on how you can track multiple conversions via Facebook so don’t miss it! Till then ciao everyone 🙂

(Facebook gets all transaction related information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)

Facebook Purchase Behavior Targeting – Part 4 of 5

With the recent launch of Starbucks’ first global brand campaign “Meet me at Starbucks” showcasing what transpires when coffee drinkers turn off their phones and tabs to meet in real time, offline and in-store. Their underlining thought is “Every day good things happen when we get together”- amazing way to connect with people, but it remains to be seen how the campaign transpires.

You must be thinking why am I speaking about this campaign? Well today we will see how one can target a potential customer on the basis of purchase habits. If you are a customer of a coffee shop and also part of its Facebook community and if the brand has been successful in persuading you to  spend more time with it, then it’s a classic case of marrying customer habits with conversations.

Let’s see what we are talking about!

Kids Products

Kids prod

You can target Facebook users with young kids by targeting those who spend money on products for them. Click the Kids Products sub-category for these options:

  • Baby Care
  • Baby Toys
  • Children’s Products

Pet Products

Pet products

Reach people with pets by targeting those who buy things for them! Click on the Pet Products sub-category for these options:

  • Cat Food and Products
  • Cat Owners
  • Cat Products
  • Dog Food and Products
  • Dog Owners
  • Dog Products
  • Pet Care Products
  • Pet Products

Purchase Habits

purchase habits

Is your product only available offline? Or online? It’s important to target those who typically buy that way.

Click the Purchase Habits sub-category for these options:

  • Above Average Spending
  • Offline Buyers
  • Online Buyers

Purchase Types

purchase types

What other specific things is your ideal audience buying? Click on Purchase Types to target users who make the following purchases:

  • Appliances
  • Arts and Crafts
  • Beauty Accessories
  • Books
  • Collectibles
  • Cosmetics
  • Electronics
  • Gender Neutral Apparel
  • Gift Products
  • Gifts and Flowers
  • Gifts and Party Supplies
  • High-End Home Decor
  • Home Office
  • Low-End Home Decor
  • Men’s Apparel
  • Music and Videos
  • Senior Products
  • Shoes
  • Small and Home Office Products
  • Software
  • Specialty Foods and Gifts
  • Sports and Outdoors
  • Tools and Electronics
  • Travel Supplies
  • Upscale Travel and Services
  • Women’s Apparel

This info is too good and could help you get that exact TG for which you might have spent tons of money in other mediums.

The last blog post of this 5 part series is going to elaborate on what kind of sports gear one buys or the kind of store one buys stuff from (high-end or low-end).

I hope all of you will benefit from today’s post immensely. Till next time adios friends J

(Facebook gets all of this information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)