I can’t stress this enough: to master Facebook ads, you need to be tracking your conversions. Why? Because that’s how you learn what works best in your campaigns so you can spend your money on getting good results. It really is that simple. In this blog post, you’ll learn exactly how to set up conversion tracking so you don’t need to worry about it later on in the process.
Here’s how it all works:
Step 1: Connect your ad account to your site by placing a bit of code on the backend of your site.
Essentially, this code sends data to your ad account about who visited your site and what pages they saw.
Step 2: Set up “custom conversions” inside your ad account.
A custom conversion is like a little message that your site sends to your ad account whenever 1) someone clicks on your ad and 2) they end up landing on a certain page of your site.
So if I’m running ads for my free guide to Facebook ads, anyone who signs up will eventually land on sebastianpopa.com/youre-in. If someone clicks on my ad, goes to my sign-up page, signs up, and lands on that thank-you page, then Facebook knows to count that as a conversion.
“So Facebook doesn’t count sign-ups that come from non-ad sources?”
Right. Your reports will only show results that came directly from your Facebook ads.
Get Your Facebook Pixel and Custom Conversions Set Up
The first step is to create and install the Facebook Pixel on your website.
- Go to the Ads Manager and click on the little menu icon at the top left, then scroll over All Tools. You’ll see a larger menu pop out to the right. Look under Assets and click on Pixels.
- Click on the green button that says Create a Pixel. Give it a name—I might call mine Facebook Pixel – Sebastian. Then click Create Pixel.
Note: If you don’t see the green Create a Pixel button, it means you’ve already created your Facebook Pixel. But to be certain you’ve installed it in the correct place, click on the button that says Actions and then on View Pixel Code. Continue to follow the rest of these directions.
After you create your pixel, you’ll see a window with a bunch of code in it. Click it to copy it and paste it into a doc on your computer for safe keeping.
You’re going to see a Next button and lots of other directions below this Base Code box. Ignore them! You do not need to set up Standard events; in fact, I’d rather you didn’t because most people mess them up.
- Now you need to place the pixel code in the backend of your website. Here’s where the technical magic comes in. Don’t run away just yet! I’m going to walk you through in the following blog post. You’ll see posts for placing the pixel on your WordPress site, your Squarespace site, or your Leadpages pages.