how to see conversion on facebook ads

Facebook Conversion Tracking | How to track custom conversions and events in FacebookHey there, Benj

Loves Data

Updated on Jan 23,2023

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

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how to see conversion on facebook ads catalogs

Facebook Ads Not Converting? Here's How to Fix it

Facebook Ads Not Converting? Here's How to Fix it

if you're trying to generate leads with,facebook ads whether it's sending people,to a free opt-in like a cheat sheet or a,checklist maybe it's to a webinar or,even a quiz if you're trying to get,people to sign up to an email list from,facebook ads and you're getting lots of,clicks but not many conversions then,this video is going to help you fix that,i'm going to walk you through the five,main reasons why clicks don't turn into,conversions or leads and what you can do,to fix it we'll start with the most,common problems and then we'll work,through to the ones that are less common,but still just as capable of completely,derailing a conversions campaign so not,only will this video be helpful to you,right now but it's also a great,checklist to work through every time you,start a new conversions campaign or a,campaign where you want to generate,leads and for that reason i've created a,downloadable version for you which you,can grab in the description below so,make sure you go grab that after you,watch the video now let's talk about the,first reason why clicks might not be,turning into conversions and that's,because you might have chosen the wrong,campaign objective the campaign,objective that we choose actually tells,facebook what we want to get from our,advertising campaign so if you were to,for example choose a website traffic,campaign then facebook is going to send,you website traffic it is not,necessarily going to send you,conversions so by choosing the traffic,objective you tell facebook hey i want,people to click my ad and visit my,website facebook will then go and show,your ad to people that it knows are,likely to click it will not show your ad,to people who are necessarily likely to,convert so by choosing the traffic,objective what ends up happening is you,get exactly what you've told facebook,you want you get traffic,you don't get what you really want in,this case which is conversions or leads,so the way to solve this is simply by,choosing the conversions objective when,you set up your campaign as soon as you,do this if you're running traffic,campaigns you are going to notice a big,jump in the number of conversions that,you are getting from your ads simply,because facebook now knows that you,actually want conversions and that is,what it's going to get for you now that,said one thing you're going to notice is,your cost per click will increase but,your cost per conversion which is the,most important metric in this case is,going to go down significantly and that,is what you want now in order to use a,conversions campaign you're going to,need to track those conversions and for,that you need to make sure that,conversion tracking is set up properly,and if you're not sending all of that,conversion information back to facebook,then it's not going to be optimizing,your campaigns as well as it otherwise,could so this is really important and,there are actually four things you need,to get right if you want your conversion,tracking to be as good as it can,possibly be the first thing is probably,the one you've heard of and it's the,facebook pixel you need to make sure you,have the pixel set up on every single,page across your website and every page,you're running ads to and you need to,make sure that you have conversion,tracking set up on the pixel as well i,prefer to use standard events to do this,now everything i'm going through in this,video so from mentioning the pixel just,now to all of the other things i'm going,to mention as we go through some of them,are bigger topics like setting,conversion tracking up and the pixel and,everything else now i'll include links,in the description to other videos that,go in depth into each of these topics,because otherwise this would end up,being an hour long video unnecessarily,so if you need to go into any of these,topics in depth simply go down to the,description find the video you need and,away you go okay so the next thing after,the pixel and your conversion tracking,is the conversions api now the,conversions api is actually another way,to send your conversion events back to,facebook so the pixel is one way to send,that back but there are some problems,with that including things like ad,blockers being used in browsers and some,cookie tracking being blocked by,particular browsers and settings as well,so if that pixel gets blocked then the,pixel is ineffective the conversions api,helps you still send those conversion,events back to facebook because it does,it via a server instead of via the,facebook pixel and facebook actually,recommend always using the conversions,api alongside the pixel now i recommend,it as well so make sure as part number,two of conversion tracking you set up,the conversions api step number three,for your conversion tracking is to make,sure you have aggregated event,measurement set up or aem basically what,that means is for the domain where your,conversions are happening you need to go,in and prioritize all of your conversion,events on that domain so go into aem,make sure you've got that all set up and,you've got your conversions prioritized,from highest all the way down to lowest,and then on top of that when you set up,your ads make sure you go down to the,bottom inside the ad setup and you've,chosen the domain where you expect your,conversions to occur if you don't do,this again it's not going to track your,conversions properly so make sure,whenever you set up an ad you scroll to,the bottom you check that the domain is,where the conversions are actually,occurring and then the final piece of,this conversion tracking puzzle which i,know is a mess now with ios 14.5 and the,privacy changes but the last bit is to,make sure you use offline events so,offline events again it's another way of,sending conversion events back to,facebook so there are a few ways to set,up offline events my preferred way is,through zapier or zapier i never know,how to say that but setting that up,gives you another way to push that,conversion data back to facebook so,moving on to number three which is a,lack of congruence between your ad and,your landing page basically what it,means is your ad and your landing page,don't actually match and that could be,either the copy so what you're saying in,the ad doesn't match what it says on the,landing page it could be the look and,feel or the design of the adverse the,landing page so if the ad has a,particular look and a feel let's say it,uses a particular color palette,particular fonts and particular design,style but then the landing page is,totally different then that's not,congruent either and what happens in,that situation is obviously the user,sees the ad they click and then they,feel like they're in the wrong place,because now all of a sudden the whole,look and feel in the aesthetic is,completely different and you don't want,that because what happens then is people,simply close that browser window and,they move on to the next thing the same,happens as i said with the ad copy if,they read an ad and it promises them,something in particular and then they,get to the landing page and what's there,doesn't match what was in the ad then of,course what are they going to do they're,going to close that window move on keep,scrolling through facebook you need to,make sure that what you're promising and,what you're saying you're going to give,them or deliver matches what the landing,page says they're going to get as well i,know it seems pretty obvious but you,would be surprised how often i see ads,and landing pages that just don't gel in,terms of what they're saying in one,place versus the other and the other,piece of this is that the contents or,the expectations set by the ad needs to,then be delivered upon on the landing,page so here's a quick example let's say,you have an ad and the ad says click the,link and watch the video for free well,when the user reads that the expectation,is that they'll click the ad and they'll,be able to watch the video whatever,video that is immediately but if they,get to the landing page and find out,that it's a webinar registration page,and it actually asks them to enter their,name and email and click sign up before,they're able to watch the video,well that's a mismatch in expectation,they thought they were going to click,the ad and watch a video but instead,they have to click the ad sign up and,then watch the video and that mismatch,is going to result in most people simply,closing that window and leaving you need,to make sure that you say in the ad if,it's a webinar sign up click here and,sign up now or if it's a quiz click here,to take the quiz for example so that the,expectation matches what's on the,landing page speaking of landing pages,the fourth reason for getting lots of,clicks but not many conversions is poor,landing page design and that could be,many different factors and depending on,all those different factors well that,kind of determines how big of an impact,the poor design has on your overall,conversion rate specifically a few,things to really check for number one,you need to make sure that the,copywriting on your landing page is,really good you want short sharp,effective copy on that landing page it,has to read really well it has to get,directly to what it is the user is going,to get and it has to have a clear call,to action explaining what they need to,do in order to get that thing if you,can't do a good job of explaining to the,user what the benefit is to them of,opting into this thing and what they,need to do in order to get the thing,then it's going to be hard to convert,people the next thing you need to check,with your landing page is that it's,visually compelling it's not 1993,anymore people have certain expectations,on the internet if it looks terrible,then people again they're not going to,convert so you need to make sure it's,visually appealing a couple of quick,questions to ask yourself in order to,determine what is visually appealing,because i know this is subjective but,one question to ask is does the design,of this page make it easy for the user,to read and digest the information,that's on there because a pretty design,is one thing but a functional design is,a whole other kettle of fish and it's,actually more important you want a,design that looks good but more,importantly actually allows for easy,readability and easy usability of the,page,and then secondly is your call to action,clear and easy to see you'd be surprised,how often i see pages where the call to,action button itself is buried away it's,hard to see it's difficult to know where,to actually click so make sure that is,clear and easy as well another thing you,should really make sure on these landing,pages is your call to action is above,the fold meaning people don't have to,scroll down to find the button to click,to opt into your email list you do not,want that buried halfway down your big,long landing page you want it right at,the top so people can read the headline,they read the sub headline the copy is,so good that those two things convince,them to then click the button that's,directly below them and opt in make it,easy and the next thing i'll say about,your landing page is you really need to,make sure that page speed is good so,what i like to do is go to,run the url through that tool and it,will give me an analysis of how good my,page speed is but even more importantly,it will tell me what i need to improve,on so will tell me what needs fixing and,how to fix that but look at a minimum,the best thing you can do is one resize,all of your images down to the minimum,size that you actually need so if you've,got images on your page that are 2000,pixels by 2000 pixels then the browser,is going to load those big images and,then shrink them down to whatever size,it is displaying them as you need to,reduce the actual size of the images to,the size that they're displayed at which,is going to be much much smaller in most,cases and then upload them that way,because that's going to make the image,size much smaller then you need to,compress the images so i like to go to a,tool called tinypng upload the images it,will compress them for you and then take,that and upload it to your site just by,doing those two things you're going to,make your site a lot smaller in terms of,size and that's going to make it load,faster the third thing you can do to,speed up your site is just remove,unnecessary content if you've got,unnecessary stuff and it's a big long,landing page remove it and if you're on,wordpress make sure you're using a,caching plugin or caching however you,decide to say it and a cdn as well,because that's going to dramatically,improve your page now just on the,wordpress topic of conversation there my,preferred option is actually to use a,dedicated page builder i prefer unbounce,because it's just really quick and easy,to use and the pages load super fast,wordpress because it's such a big,platform there's a lot of overhead there,their pages tend to load slower than,something like unbounce because it's,dedicated and it's clean and that's,their number one thing they're focused,on is good fast landing pages and i'll,link to them below in the description if,you want to check out unbounce2 and then,on the topic of landing pages this one,kind of surprises me that i still see it,but it does come up surprisingly often,and that is landing pages that aren't,optimized for mobile devices so because,you're advertising on facebook and or,instagram most of the users there are,accessing the platform via mobile the,vast majority in fact so if you're,running ads on facebook or instagram,most of the traffic is going to be,coming from mobile devices and what that,means is from a landing page perspective,you should be designing your landing,page for mobile first,but most people still design for desktop,and they make sure their landing page,looks really pretty on a desktop and,then the mobile side of things is kind,of secondary and they don't really pay,much attention to it it should be the,opposite and so the way to cater for,mobile first is one make sure that at a,minimum when somebody loads your page on,a mobile device they can see the,headline and the sub headline right,there very clearly they're not wrapped,awkwardly or they're not cut off and,then they've got the call to action,button right there above the fold that,is really really important another thing,that you really should check is that,when people click that button and the,pop-up appears to enter their name and,email that that pop-up actually looks,great on the mobile device it's not cut,off it's not running over the edge they,don't have to scroll across to read it,all,that is surprisingly common and you need,to make sure that that works correctly,and i just went over this so i won't,dive into it in detail again but of,course being on a mobile device people,could be out and about not on wifi so,those fast loading pages are really,important here as well now i know i've,been talking about landing pages a lot,because they are a massive component of,this and if you want to learn more about,how to put together a great landing page,including the copy and everything i've,got a video right here you can check out,that will show you how to put together a,really good high converting landing page,so make sure you check that one out next,thanks for watching i'll see you next,time bye

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