Facebook Conversion Setup
- Setup Google Tag Manager & add code to <header> of site.
- Setup Facebook Pixel Code & add code to <header> of site
Create an event
These are the raw events produced from Tag manager regardless of the source (Direct/Facebook/Google/Organic). Setup a trigger & tag for all KPI’s that need tracking.
Within Tag Manager, create events for all that needs to become conversions/audiences later on:
- Create a Trigger: for example a form submission
- Create a Custom HTML tag that fires on the trigger with the following code (change as required):
fbq(‘trackCustom’, ‘Quote Me Form – Infusionsoft’);
- Continue adding triggers and tags until all key goals are completed.
- Publish changes in Tag Manager
- Check the new events are working: Go to the Pixel details and click “Test Events”. This will show you if events are triggered in real-time.
This is the part where Facebook separates only the events that have originated from a Facebook Advert.
- Goto: Events Manager -> Custom Conversions
- Create a new Custom Conversion for each event as per the funnel plan.
- If you need to see a form submission for a particular event, create the conversion based on the custom event you tested earlier.
- If you need to see the total page views, create a conversion based on All URL traffic. The setup here is particular to the KPI.
- Update the columns (Events Manager) to include the custom conversions we just created. This will show you how many have converted via a given ad.
Audiences / Funnel Plan
Audiences are based on page views and events and how they intersect. Each key page of interest (Reviews/Late Deals/Landing Page) should have a planned series of events.
- All page traffic (across entire site) – this is the primary, very low level audience
- Page specific custom conversion – this is to track visitors that have arrived at key pages and fires on page load: Reviews/Late Deals/Landing page’s etc.
- Page specific goal – An event that is triggered when a goal is achieved: IE: Filled out form/Claimed Deal/Contacted salon etc.
Each key page should then comprise of a minimum of three Audiences, built in the following way:
- One Audience to build a list of people who visited a specific page – this represents low level interest.
- Second Audience to build a list of people who visited the key page but did NOT complete the end goal. This is the “money” target audience.
- A final, more keen Audience to build a list of those who not only visited the key page but also completed the intended Goal (such as filling out the form or claiming a deal)
With these Audiences, a funnel is created containing Audiences that hold different levels of interest in a given marketing aim.