How to Install Facebook Standard and Custom Events in Your ...

How to implement Facebook Pixel Custom Events · You will have to give Facebook some time to collect the custom event data. · Go to Facebook Custom ... Skiptocontent Facebook•GoogleTagManager HowtoInstallFacebookStandardandCustomEventsinYourWebsiteAndreiOancea WanttoincreasetheoverallbusinessresultswithFacebookAds?Thisisagreatobjective,butinordertoachieveityoushouldkeeponeyeonwhatmakesyourbusinessrun(sales,leads,newsletterregistrationsandsoon).TodothisintheFacebookecosystemyouwillhavetoleveragethepowerofoneveryimportantfeature:FacebookPixelevents!  WhatareFacebookPixeleventsThisarticlemakesuseofinformationrelatedtotheFacebookPixel,ifyouhaven’talready,makesuretofirstlyreadthearticleabouthowtoaddFacebookPixeltoyourwebsiteusingGoogleTagManager.Thisisimportantbecauseitlaysthefoundationfortheinformationthatwillbepresentedinthisarticle. Basicallyevents,asdefinedbyFacebook,are“actionsthathappenonyourwebsite”(Source).Anythingthathappensonyourwebsite,click,pageviewed,download,subscribe,canbemeasuredandsenttoFacebookasanevent.InordertodothisyouwillhavetoadjustyourbaseFacebookpixelcodewithsomeadditionallinesofcode. Don’tworryifyoudon’thavetherequiredtechnicalskillsordon’thaveadeveloperonspeeddial.Wewilltakethingsslow&easyandwillmakeuseofGoogleTagManagerwhichwillmakethisprocessabreeze! Note:DuetocurrentchangescausedbytheiOS14updateyouwillbeabletoconfigureupto8uniqueconversioneventsperwebsitedomainthatcanbeusedforcampaignoptimization.FormoreinformationaboutFacebookPixelUpdatesforApple’siOS14Requirements,followthislink. Ifyou’vealreadyfollowedmyvideoonhowtoset-upandaddtheFacebookpixelinyourwebsiteandtheassociatedarticle,mentionedabove,youalreadyknowthattheFacebookPixelcomesoutoftheboxwithanevent,calledPageView. Thiseventisthemostbasiconeanditshouldbetriggeredoneachpageofyourwebsite.It’susesarevariedbutsomeofthemostnote-worthyare: Creationofremarketingaudiences FuelingFacebookAnalyticsreports ThebasicPageVieweventcodelookslikethis: fbq(‘track’,‘PageView’); Again,don’tworryaboutthecodeitself.Iwillshowyouaneasyandtime-testedmethodtoimplementit. Therearetwotypesofevents:standardandcustom.ThePageViewevent,forexample,isastandardFacebookevent. StandardeventsFacebookdefinesstandardeventsas“StandardeventsarepredefinedbyFacebookandcanbeusedtologconversions,optimizeforconversionsandbuildaudiences.”(Source) YoucanfindthefulllistofFacebookStandardeventsatthislink.Thelistwillhelpyougetaglanceofalltheeventsinonepage.Also,itoffersyoutheactualcodethathastobeimplementedalongwiththeFacebookpixel.Veryhandy,right? Wewillrefertothistablewhenwewilldotheactualimplementation. Whatyouhavemostprobablyobservedbynowisthatthelistishugeandincludesalotofeventtypes,whichmightormightnotfityourbusinessneeds.Forthelatter,don’tworry,wewillbeabletosetcustom,tailoredeventsforyourbusinessbyleveragingthepowerofcustomevents. Thekeyhereistoknowwhattotrackonyourwebsite.Everywebsiteandbusinessisdifferentandeachhasitsownobjectives.Afreelancer,likeme,mightbelookingforleadsfbq(‘track’,‘Lead’);ane-Commercewebsitewillwanttoincreasesalesfbq(‘track’,‘Purchase’,{value:0.00,currency:‘USD’});(thiscodealsocontainsadditionalparameters,that’swhyit’slonger).    Itboilsdowntowhatisimportantforyourspecificbusiness.ThereisalsothepossibilityofgroupingspecificactionslikephonecallsandemailclicksunderonecategorylikeContact:fbq(‘track’,‘Contact’);  Nestingdifferentactionsunderoneevent(liketheexampleabove)couldbeusefulifyouarejuststartingoutandyourgoalistogetasmanyclientstogetintouchwithyouaspossible.ThiscanbeachievedbycreatingaFacebookAdscampaignwiththeobjectiveConversions,wewilltalkaboutthoseinafuturearticle. Althoughsuchastrategycouldworkforyou,whenyoustartout,alongthewayyoushouldconsidercreatingseparateevents(standard&custom)foreachoftheimportantactionsonyourwebsite.Creatingseparatecampaignswithspecificobjectives,adcopiesandtargetingisalsoasignofamaturityofanadvertisingaccount.Thisiswhatyoushouldaimforinthelongrun. CustomeventsCustomeventsareadifferentflavourofFacebookevents.Thebiggestadvantagewhenusingcustomeventsisthatyoucancreatetailoredeventsthatmatchperfectlytheimportantactionsuserstakeonyourwebsite. Intermsofthe“codeanatomy”thereisaslightdifferencebetweenthestandardandcustomevents.  fbq(‘trackCustom’,‘YourCustomEvent’); Thefunction‘track’,changedwith‘trackCustom’.Also,thistimearoundyouwillbetheonedefiningthecustomevent’sname(intheexampleabove‘YourCustomEvent’). Anothermajordifferenceisthatstandardeventscomewithconversionsthatyoucantrackoutofthebox.Inthecastofcustomonesyouwillhavetocreatecustomconversions.  Customconversions,astheirregularcounterparts,canbeusedincampaignswithconversionobjectives.Thiscanbeextremelypowerful,becauseitwillallowyoutotellFacebookwhatyouwanthimtogenerateforyou. HowtotrackFacebookPixelEventsusingGoogleTagManagerIfyou’vereadthearticlebythispoint,Icongratulateyou,younowhaveabetterunderstandingofFacebookeventsandhowyoushouldapproachthem.InthissectionwewillseehowtoactuallysetthemupandimplementthemusingGoogleTagManager. Thesetupprocessforcustomandstandardeventsvariesslightly,Iwillapproachthembothbelow. HowtoimplementFacebookpixelstandardeventsLet’sstartwiththecreationandsetupprocessforstandardevents. Whatyouwillneedtogetstarted: FacebookBusinessManageraccount GoogleTagManageraccount StartbyvisitingtheFacebook’sspecificationpageforpixelstandardeventsandpickyourdesiredevent(Ichoose“Lead”forourexample) OpenGoogleTagManagerandselecttheappropriateaccountandcontainer NavigatetoTagsandclicktheNewbutton Giveyourtaganame(Iwouldrecommendusinganamingconventionandkeepingyournameexpressive) FortheTagTypeselectCustomHTMLandaddinthefieldtheappropriatecodefromthetableatpoint1(Inourexamplethisisfbq(‘track’,‘Lead’);) Addatriggertoyourtag(Inourexamplethiswillbeatriggerwiththefollowingsetup‘PageURL’‘contains’‘/success’) ClickSavetosavethecurrentsetupofthetag. Inordertodeployyourimplementationliveonyourwebsite,clickSubmitandthenPublish Congratulations!YouhavefinishedthesetupandimplementationprocessforyourfirstFacebookstandardevent.  Inourexamplethisspecificsetupwillhelpusknowhowmanypeopleendedupreachingthe/successpageandthussentustheircontactinformation. HowtoimplementFacebookPixelCustomEventsWewillcontinueourexampleabovetokeepthingssimple.Basically,thebiggestdifferencewhenitcomestocustomeventsisrelatedtohowthecodeiswrittenandthefactthatyouwillhavetocreateacustomconversionforitafterwards. Inordertomakethosechangeswewillhavetomakeasmallchangetothestep5aboveandaddsomeadditionalstepsafterpoint8. Forthepoint5wewillstillselectCustomHTMLfortheTagTypebutthistimearoundwewon’tcheckthedocumentationfortheeventcodebecausethereisnostandardcodeforthat.Iwillusefbq(‘trackCustom’,‘WebsiteLead’);formyexamplebutyouarefreetochange‘WebsiteLead’withanythingthatworksforyou.  Fortheadditionalstep: YouwillhavetogiveFacebooksometimetocollectthecustomeventdata.OpenFacebookEventsManagerandcheckifyouhaveregisteredanyhitsforyournewcustomevent.  GotoFacebookCustomConversions,andselecttheproperpixelfromtheupper-rightsidedropdownmenu ClicktheCreateCustomConversionbutton(yourpagemightlookdifferentifyouhavenoneormultiplecustomeventsalreadycreated) UnderNamegiveyourconversionaname(inourexampleIwillnamemineWebsiteLead)&optionallyaddadescription UnderDataSourceselectyourpixel FortheConversionEventselecttheappropriatecustomevent(InourcasethiswillbeWebsiteLead) ClickCreate Nowyouareallset!Youwillbeabletouseyournewlycreatedconversionincampaignsandseeitinyourreports.Congratulations! Bonus–CheckeventswithFacebookPixelHelperInmynextarticlewewilllookathowtotestoutyourGoogleTagManagerimplementation.ButforasneakpeekwewillnowlookattheFacebookPixelHelper,averygoodandniftytool. YoucandownloaditforChromeusingthislink.  Afteryouinstallityouwilljusthavetoclicktheiconfromtheupper-rightsideofthebrowserscreen.Also,thetoolisalways-onanditwillcheckforanyfacebookpixelrelatedcode.Whenitdiscoversanyitwillshowanumber,indicatingthenumberofidentifiedevents.  Forexample,youcanseebelowanimageofaproductpagefromhttps://www2.hm.com/en_gb/  HowcanFacebookPixelHelperhelpyouTherearemanythingsthatthistoolcandoforyou,butthemostcommonare: Identifyhowmanypixelsareonawebsite(yes,therecanbemany,youcanseetheimageaboveforanexample) Identifytheeventsinaspecificwebpage Identifyparametersassignedtospecificevents Discoverwhythefacebookpixeleventsarenotworkingproperly Debugyourimplementation OverallFacebookPixelHelperit’sagreattoolandthereisnoreasonwhyyoushouldn’thaveit! PublishedOn:March30th,2021/Categories:Facebook,GoogleTagManager/SubscribeToReceiveTheLatestNewsDiscoverhowyoucanimproveyouronlinemarketinggameandincreaseyourresults! ×Thankyouforyourmessage.Ithasbeensent.×Therewasanerrortryingtosendyourmessage.Pleasetryagainlater.SubscribeAddnoticeaboutyourPrivacyPolicyhere. RelatedPosts HowtoSetupandInstallGoogleAdsConversionsTrackingMarch9th,2021|0Comments AddFacebookPixeltoYourWebsiteusingGoogleTagManagerFebruary16th,2021|0Comments SetupandinstallGoogleAdsRemarketingtagonyourwebsiteJanuary26th,2021|0Comments HowtoinstallGoogleAnalyticsUniversalAnalyticsonYourWebsiteJanuary18th,2021|0Comments GrowYourOnlineBusinessStrategically,andImproveCustomerRetention.NavigationToggleNavigationHomeServicesBlog©Copyright2017-•AndreiOancea•Allrightsreserved• [email protected]