how can you track phone call conversions on facebook ads
[NEW] Phone Call Tracking for Facebook Ads | WhatConverts + Zapier IntegrationHey what's going on DJ
Updated on Jan 20,2023
[NEW] Phone Call Tracking for Facebook Ads | WhatConverts + Zapier Integration
Hey what's going on DJ Molina here with,a quick Facebook Ads tutorial it's,really a conversion tracking tutorial so,if you are tracking phone calls through,something like what converts or call,rail or in Boca and you want to send,those phone call leads through not as an,offline conversion not as a custom,conversion but as a standard event for,optimization or attribution videos gonna,cover that so we're using I'm using,specifically what converts zapier and,then obviously sending that to Facebook,so in the past if you have you zapier to,track something from call rail or what,converts you're probably sending it as,an offline conversion but as far as I,know,with the recent rollout of the new,server-side API that Facebook has opened,up for additional tracking that's opened,up new options in zapier so now you can,send phone call leads from what converts,via zapier to Facebook as a standard,lead event as a standard contact event,and that's news to me and I set that up,today so thought it was helpful so if,you are say you have a landing page like,we do here track phone calls just with a,standard what converts phone call number,and then that you know goes up to my,client it records the phone call through,what converts in this UTM tracking so,what converts handles a lot of that,tracking for me I'm but in the past I,wasn't able to send through those,conversions or those calls as the,standard event it was always it's an,offline of it and I know that's true for,call real too so to do that just gonna,hop right into zapier I have my what,converts as the first step so when a new,lead is generated it's gonna trigger in,this account and again we only want to,track phone calls here for what converts,specifically they do have webform,tracking and chat tracking so we want to,define which lead events were pushing,through to Facebook so completed phone,calls first step yes modified no calls,in progress no if you have these on yes,as soon as it call starts it's gonna,send through elite events so we only,want completed calls here that are,recorded by what converts so we can,listen to them at a later point and see,our phone calls are actually generating,appointments or patients whatever it is,don't want to trek text messages don't,want to track web forms no custom events,I don't even think we're tracking nepeta,just in case I have it on yes chats yes,no no not we're not tracking those not,sure knows for this profile,let's pull through a test event,but here's a phone call that was,generated from what converts,from,don't know anyways moving on so that's,how you set up the what converts aspect,so now our second step in this app is,Facebook conversions so in the past as,far as I know zapier had offline,conversions and had lead ads and add,custom conversions or custom audiences,so those are helpful but Facebook,conversion seems to be a new option,where you can send through standard lead,events based on whatever happens in the,first step so this obviously applies to,things outside of just phone calls but,we thought it would be helpful so app,Facebook conversions action event you,can send it through as a standard lead,event for me this account specifically,we're already tracking leads but we,consider those email leads so somebody,opting into the offer and giving us,their email phone calls aren't as solid,of elite because somebody can call and,nobody answers call and hang up so the,phone call isn't always a solid lead so,I'm gonna consider that within zapier,I'm gonna send through another event and,those options I can choose from in the,step below if you sent through a,stand-up beat event any phone call,that's completed including if nobody,answers he is gonna fire here so it's,just one parameter that I put on it is,my yeah,the phone call CTA the button is on a,landing page and the pixel for what,converts is on this landing page so,technically you can choose phone call,here but the way this is set up and is,technically tracking that's actually on,the website so you do that here this is,for this business manager this is for,this pixel and then here because I chose,other event here's where I can define,when I phone call is generated that's,completed sending that through what,event do I want to send it through it's,I'm using the standard contact event so,now in my ads manager dashboard or my,attribution reporting that's the event,that is going to identify phone calls,online so contact event nothing here for,event time I've been ID you know event,source URL so the event the phone call,what URL does that happen on all this,information that is passed through,dynamically is done from what converts,and that's whether logo is here so lead,URL identifies which page the button or,the phone number was clicked on so,that's what we have here test event code,you're definitely gonna want to do this,the first time you're testing it so you,would want to go with an events manager,go from overview to test events then you,click on server it should pop up with a,code that says test and then some,numbers you're going to put that here,paste it in,and then when you test through zap here,at the end you'll be able to see if the,event virus problem just a little test,that you can do as soon as the zap is,turned on that it's no longer a Tesla,it's a standard of it so don't have to,worry about that,opt out of ads delivery optimization,this is also super important so if you,hit true here you're only gonna get,attribution for this specific event,you're not going to actually be able to,use this event in your optimization,events if you're running say a,conversion campaign so I choose false,because at some point I may want to test,running a campaign that has optimized,for phone calls maybe move all that a,specific landing page where the only CTA,is phone calls if you want to do that in,the future optimize for that event you,have to do false here otherwise it's,just going to be for attribution data,processing options assuming this is,related to C CPA so if you need to put,it up that's related to you maybe watch,my other video that I just posted on C,CPA and check out if you need to put in,the data processing options here I don't,my client doesn't so it's all good,customer information this section is,where you can take information that is,generated from your phone call and what,converts and pass that through to your,pixel so Facebook can get no higher,match rates for remarketing or,attribution for custom audiences more,information you can pass to the Facebook,pixel from the event source the better,Facebook's gonna be able to really,optimize and match those with users,we do collect the phone number two what,converts from one pass that through,first name last name that's we click the,full name in what converts so that,unfortunately you can't use that you may,be able to set that up,city here it is state country all these,are collected within what converts so,zip code IP address really really,powerful to have and then nothing for,these three options here you can put,even more depending on the data that,you're collecting so date of birth,gender etc nothing here custom data this,is if you want to send through,additional parameters so value if you're,tracking purchases or sales revenue,currency you know again if you're,tracking purchases really specific to,e-commerce there but it's relevant to,you go ahead and use it and that's,really it so we set up our web converts,and you know our tracking phone calls,only once we get those phone calls,they're gonna be passed to Facebook as a,standard contact event so much different,than an offline conversion which you,can't use in your optimization events,and much different than just being able,to use up for custom audiences so now we,get that an attribution reporting and we,get that as a potential optimization,event to use in our conversion campaign,so that wraps up how to set up call,tracking and pushing that to as a,standard event but this has been helpful,or if you have questions let me know in,the comments below even if this was,helpful leave a like comment for future,content related to Facebook Ads,conversion tracking funnels
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Facebook Conversion Tracking | How to track custom conversions and events in Facebook
Facebook Conversion Tracking | How to track custom conversions and events in Facebook
Hey there, Benjamin from Loves Data here! In this video, I'm going to show you how to track ,conversions from your Facebooks Ads. I will show you the steps to configure a custom conversion ,in Facebook based on your existing pixel, how to send events to Facebook using Google Tag Manager, ,and how to track conversions from your Facebook Ads into Google Analytics 4 ,(GA4). By tracking conversions into both Facebook and Google Analytics, ,you will be able to optimize your ads, and compare their performance against ,your other marketing campaigns. Let's jump in and get started! ,Before we get started, I want to give a shout-out to Whatagraph for sponsoring this video. ,Whatagraph lets you quickly and easily create visual reports that you can use for yourself ,or your clients. You can use it to create single-screen dashboards and multi-page reports. ,And you can find a link to my video that walks through how to create a KPI dashboard ,using Whatagraph in the description below this video. We're going to start by looking ,at how to set up custom conversions based on a thank you page people view on our website. ,Then I'm going to show you how to send an event to Facebook using Google Tag Manager. You can ,use either of these options to understand how your ads are performing inside Facebook. If you would ,like to jump to a particular topic in this video, then I've included links in the description below. ,Okay, now it's time to head to Facebook... I've already logged into Facebook and I've ,opened my demo account inside 'Ads Manager'... Now let's select 'All Tools' on the top left corner. ,This is the icon with three vertical lines... Now let's select 'Events Manager'... ,In my demo account, we can see there is already a Facebook Pixel. If you are just getting started ,and you don't have a pixel yet, then you can select 'Connect Data Sources'... And then choose ,'Web'... Since I already have a pixel and Facebook only lets you create one pixel for each account, ,we can see this option isn't available for my demo account. Let's close this... We can also ,see that although there is already a pixel, it hasn't received any data yet. So I'm going to show ,you how to add the pixel to your website using Google Tag Manager. If you've already completed ,this step, then you can skip ahead using the links in the description below this video. Okay, ,so let's click 'Continue Pixel Setup'... And let's choose the option to install the code manually... ,We're now given the Facebook pixel base code. Let's copy this... ,And let's head to Google Tag Manager... ,We need to create a new tag... Let's name the tag 'Facebook Pixel'... ,And let's select 'Custom HTML' as the tag type... Now we need to add a trigger to ,fire the tag on all of the pages of our website, ,so let's select 'Triggering'... And let's choose the 'All Pages' trigger... This will ,add the Facebook pixel base code to all of the pages of our website. Now let's save the tag... ,We're going to come back to Google Tag Manager later, but if you only want to install this pixel ,on your website, then don't forget to publish the changes to your live ,website by clicking 'Submit'. Okay, let's head back to Facebook... ,Now we're going to create a custom conversion. To do this, we can click ,'Create' on the top right corner, and then choose 'Create Custom Conversion'... Or we ,can select 'Custom Conversions' in the menu on the left... Let's select this option... ,We can see we're promoted to create a custom conversion. If any have already been created, ,then you will see them listed here. Let's go ahead and click 'Create Custom Conversion'... ,Today, I'm going to create a custom conversion for people who make it to a thank you page. ,People are taken to this page after they've entered their details into a form, so I'm ,going to name this conversion 'Lead Form'... We can then add an optional description... ,We're going to leave the default options for the 'data source' and 'conversion event'... ,If you were sending events to Facebook, then you could select 'All URL Traffic' and change this to ,the event you would like to use. We can also see there is a message saying that a page view event ,hasn't been detected yet. This is because we only just set up the pixel in Google Tag Manager ,and it hasn't been published yet. Once you've published the pixel to your website and it's ,collected some data, this message will disappear. It's recommended that you let Facebook select ,the category for the conversion, but you can choose this yourself by clicking 'Select your ,own category'... You can then define the type of conversion you are going to be tracking... ,For my conversion, I could select 'Lead', but I'm going to leave Facebook's recommendation... ,Now we need to create a rule to match the conversion page on our website. By default, ,we can see that our conversion will match if a URL 'contains' the value we enter. You also have the ,option of selecting 'doesn't contain' or 'equals'. A good way to check if you're going to match the ,URLs you expect, is to head to Google Analytics and use the search function in the pages report. ,I'm going to leave the default of 'contains'... And I'm going to enter 'forward slash', 'thank', ,'dash', 'you'... This will mean a conversion will be counted whenever someone views a page ,on my website that contains 'forward slash', 'thank', 'dash', 'you'. If you don't already ,know the URL of your conversion page, then you will need to travel through the steps ,and make a note of the URL for your website before setting up your conversion. Finally, ,we can enter an optional dollar value that will be reported for each conversion. This is optional, ,but I recommend that you try to assign a dollar value to every conversion that you configure. ,This could be an actual value, a calculated value or a symbolic value. Now we click 'Create'... ,That's it! We've created our first custom conversion. Moving forward, ,Facebook will begin to report on conversions based on the rules we've just defined. And we can see ,that in order to use the conversion with our ads, we need to configure aggregated event measurement. ,So let's click 'Go to Web Configurations'... The custom conversion needs to be assigned to the ,domain that you will be advertising using Facebook Ads. We can see I've already verified my domains, ,but if you haven't yet, then select 'Manage Domains', and follow the steps to verify you ,own the domain. Since I can see my domain, I'm going to select it... And then I'm going to choose ,'Manage Events'... Then we click 'Edit'... And we click 'Add Event' on the top right corner... ,Then we need to select 'Custom Conversion' from the drop-down... ,And choose the conversion we created as the event... And we click 'Apply'... ,Now I want to show you how to use the conversion with your ads, ,so let's select 'All Tools'... And choose 'Ads Manager'... ,Let's create a new campaign... And I'm going to choose 'Conversions' as the objective... Lets ,click 'Continue'... I'm going to leave all of the default options, but you will want to name your ,campaign, set an appropriate budget, and check the other settings... And I'm going to click 'Next'... ,Under 'Conversion', we can then see that 'Website' is set as the default conversion event location... ,And we can see our Facebook Pixel... We can then choose the custom conversion we just created ,under 'Conversion Event'... And you can then finish setting up the ad set and creating your ,ads. I'm not going to walk-through all of those steps in this video, so I'm going to close this... ,And in terms of reporting, once your campaign is up and running ,and you're receiving conversions, you can choose 'Columns'... ,Then 'Customize Columns'... And then search for the name of your conversion... ,They will also show up by selecting 'Custom Conversions' on the left... ,So that's how you can create a custom conversion in Facebook, how to use it with your ads, ,and how to use it for reporting. Now that we've covered the steps to create a custom conversion, ,let's take a look at how we can send events to Facebook using Google Tag Manager. ,Let's head to Facebook's developer documentation to look at the events we can send... ,Facebook lets you track standard events or custom events. Standard events provide you ,with pre-defined event names and parameters, while custom events let you send any details you like to ,Facebook. We're going to add one of the standard events to our website using Google Tag Manager, ,so let's take a look at the recommended naming... ,We can see there are standard events for actions relating to a range of websites. For example, ,there are a number of events that could be used on an ecommerce website. We're going to add a custom ,event when someone subscribes to our email list. To do this, we're going to be using the 'Complete ,Registration' event... We can see that this event can also include three optional parameters, ,which are 'Content Name', 'Currency', and 'Value'... Let's head back to the previous page... ,Under 'Tracking Standard Events' we can see some sample code for implementing events on ,our website. So we're going to copy this... Now let's head back to Google Tag Manager... Since ,we only want to fire the standard event when people have subscribed to our email ,list, we're going to create a separate tag. If we added the event to the existing Facebook pixel, ,then this would trigger on every page, which we don't want. So let's create a new tag... ,Let's name the tag 'Facebook Event Registration'... ,And let's select 'Custom HTML' as the tag type... Now let's paste the sample code we copied... ,And let's change the event name to 'CompleteRegistration' ,with a capital 'C' and a capital 'R'... ,And let's add the 'Content Name' parameter to the code... ,And let's enter 'Email Subscriber' as the value... Now let's select 'Advanced Settings'... ,And then 'Tag Sequencing'... We need to enable the option to fire a tag before this tag fires... ,And we need to select 'Facebook Pixel' as the setup tag... ,This ensures that the Facebook pixel base code is fired before our event. If it fired after ,this event tag, then the event wouldn't be sent to Facebook. Now we need to add a trigger... ,And I'm going to select my email subscription trigger... ,This is a trigger I've already created in Google Tag Manager that will fire tags when people have ,successfully subscribed. To learn more about creating triggers in Google Tag Manager, ,I've included links in the extra resources below this video. Now let's save the tag... ,I'm happy with the tags and triggers I'm using for my Facebook pixel, ,so I'm going to go ahead and click 'Submit' to publish them to my live website. ,If you need to check your tags and triggers, then you can click 'Preview' to open Tag ,Assistant and test that your tags are firing as you expect. Now let's head back to Facebook... ,Ensure you're looking at 'Data Sources'... Then choose the 'Aggregated Event Measurement' tab... ,And click 'Configure Web Events'... Now we need to choose our domain... And click ,'Manage Events'... And click 'Edit'... Now let's click 'Add Event' on the top right corner... ,Select 'Choose a pixel or custom conversion'... And then select your Facebook pixel... ,Now let's select 'Choose an event'... And let's search for and select 'Complete Registration'... ,You need to search for and select the name of the event you configured in Google Tag Manager. ,So if you've implemented one of the other standard events, ,then make sure you select the event you're adding to your website. Then click 'Apply'... ,You will now be able to use this as a conversion event in your campaigns, ,just like we covered earlier in this video. Apart from tracking conversions into Facebook, ,you should also track conversions coming from Facebook into Google Analytics. This allows you to ,compare the performance of your Facebook Ads to the other campaigns you're running. There are ,two parts to this. First, you need to ensure that you've configured conversions in Google Analytics. ,Let's take a look at the steps for the latest version of Google Analytics, ,so GA4 (or Google Analytics 4). If you're using the older version of Google Analytics, ,so Universal Analytics, you can find extra resources in the description below this video. ,We're in my GA4 demo property and we're going to create a conversion based on ,people viewing a thank you page on our website. To do this, let's select 'Configure'... In GA4, ,any of your events can be enabled as a conversion. We can see this in the column on the very right... ,Since we want our conversion to be based on a specific page, a thank you page, we can't simply ,enable the page view event as a conversion. This would mean all of our page views would be counted ,as a conversion. So we need to create a new event. To do this, let's click 'Create Event'... ,I want to track people viewing my thank you page as a separate event, so I'm going to name ,my event 'generate', 'underscore', 'lead'... And now we need to configure the conditions ,for when we want this event to be triggered. Let's enter 'event', 'underscore', 'name'... ,Then 'equals'... And let's enter 'page', 'underscore', 'view'... ,This ensures that we're only matching page view events. Now let's click 'Add ,Condition'... And we're going to enter 'page', 'underscore', 'location'... Then 'contains'... ,And let's enter 'thank', 'dash', 'you'... This will mean our new event will trigger ,every time someone views a page on our website that has a URL containing 'thank you'. Now let's ,click 'Create'... If you've just created the event, then you will need to wait 12 ,to 24 hours before you can see it in your reports. Since I created the event earlier, ,we can see it's already in my demo property, so I can click the option to enable it as a conversion. ,Now that you're tracking conversions, then the second part is to add campaign tags to any links ,in your Facebook ads that send people to your website. Let's head to the Google Analytics ,'Campaign URL Builder'... Here we can see the URL builder. And what we need to do is enter ,the landing page we will be using in our Facebook ad at the top... Then we need to define a source ,and medium for our campaign. I recommend entering 'facebook', 'dot', 'com' as the 'Source'. ,This is where the message is seen... And then I recommend entering 'social' as the 'Medium'. ,This is how the message is communicated... By using 'social' as the medium, it means our paid ,traffic from Facebook will be reported separately to our organic (or free) traffic. This is because ,organic traffic from Facebook will be reported as a referral for the medium. At the bottom you ,can then find the campaign tagged URL to use in your Facebook ad. I also recommend you consider ,defining a campaign ID if you're going to import cost data to Google Analytics. And you can also ,use the content tag to distinguish between different ads you're running on Facebook. ,To learn more about campaign tags, I've included links in the extra resources below this video. ,So that's how you can configure custom conversions in Facebook and how you can ,send events using Google Tag Manager. Have you set up conversion tracking for your Facebook ads? ,I'd love to know! Let me know in the comments below! And if you found this video helpful, ,then please like it, so I know to make more videos like this one. Thank you so much to Whatagraph ,for sponsoring this video. You can find a link to my video that walks through how to create a ,KPI dashboard using Whatagraph in the description below this video. I'll see you in the next video!
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