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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