Facebook Conversion Setup

Initial Install

  1. Setup Google Tag Manager & add code to <header> of site.
  2. 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:

  1. Create a Trigger: for example a form submission
  2. Create a Custom HTML tag that fires on the trigger with the following code (change as required):

    <script>
    fbq(‘trackCustom’, ‘Quote Me Form – Infusionsoft’);
    </script>

  3. Continue adding triggers and tags until all key goals are completed.
  4. Publish changes in Tag Manager
  5. 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.

Create Conversion

This is the part where Facebook separates only the events that have originated from a Facebook Advert. 

  1. Goto: Events Manager -> Custom Conversions
  2. Create a new Custom Conversion for each event as per the funnel plan.
    1. If you need to see a form submission for a particular event, create the conversion based on the custom event you tested earlier. 
    2. 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. 
    3. 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.

  1. All page traffic (across entire site) – this is the primary, very low level audience
  2. 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. 
  3. 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. 

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