how to see conversion on facebook ads

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!

The above is a brief introduction to how to see conversion on facebook ads

Let's move on to the first section of how to see conversion on facebook ads