Track and optimize for multiple conversions – Part 3 of 3

It’s amazing how fast technology is changing. Facebook must have brought in more than 10 changes in its algorithm and the way content will be treated vis-à-vis ads. Very recently we got to know about Atlas which might be the disruptive change in Facebook advertising. But this topic is reserved for the next blog. Today we will discuss how we can use Facebook ad reports and some other tips for tracking multiple pixels.

Using the Facebook Ad Reports:

Now you need to analyze the success rate of your advertising. Most people use the main campaign dashboard within Ads Manager. That’s fine, but it’s only scratching the surface!

You need to use the custom Ad Reports. Click on “Reports” on the left within Ads Manager

Custom ad reports

The ad reports is really a great insight tool. You need to use them! But the default view is not great. Click the “Edit Columns” button to get access to the real stuff. Select whatever columns are important to your report. Being a conversion report, you’ll have to select appropriate conversions within “Actions”.

Edit columns 1

To add columns for value of your conversions, select the appropriate conversions within “Value”.

Edit columns 2

Then, select the appropriate conversion types under “Cost Per Action”.

Edit columns 3

This is just a base report that gives you the number of conversions, total conversion, value and cost per conversion for your advertising. But wait you can also break down performance by age, gender, country and placement. You do that within “Data Breakdowns”.

Edit columns 4

Some Tips on Tracking for Multiple Pixels

These reports are great to calculate advertising ROI.

While I can view total number of conversions, total conversion value and total cost per conversion, it’s not as easy to break this down by product. Instead, Facebook groups it together.

One way around this is through conversion types. I can create columns for each of the conversion types (number, value and cost per conversion for each). However, Facebook groups together all conversions that are of the same type. If you really want to isolate what product someone bought and you’re tracking for multiple conversions, consider using different tracking pixel types.

For example, if you’re tracking sales of three different products, consider using the following conversion types:

  • Add to Cart
  • Checkout
  • Other Website Conversions

Of course, you should still optimize for the checkout.

Next week we will see what is Atlas and how FB news feed is showing more timely stories from friends and pages. Till then, Ciao 🙂

(Images and content courtesy www.jonloomer.com)

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