Facebook Pixel Helper – How to Get the Most From the Tool

If this is the case, you can make sure the event is in place or try to debug the associated trigger. Facebook Pixel - Standard Events. Skiptocontent Ifyou’rerunninganykindofactivityonFacebook,knowingwhatdatayouaresendingbacktotheplatformisabsolutelycritical. Expensiveerrorscanbemadeveryeasilywhendecisionsaremadeonincorrectdata.Tobeeffectiveasanadvertiseryouneedtheabilitytoreviewreportscritically,questionallnumbersandhavetheabilitytovalidatethatwhatyou’reseeingiscorrect. UsingFacebook’spixelhelperpluginmakesthistaskveryeasy–soeasyinfact,thereisn’treallyanexcuseforbeinginapositionwhereyouareblissfullyunawareofdataissues. IfyouarerunningFacebookAdsandyoudon’thavethepixelhelperinstalled…goanddoitNOW! Chromedownload Thispostoutlinessomeofthebenefitsofhavingthepixelhelperinstalledandthetypesofissuesitcanbesuperusefulfordebugging. Checkforeventfiringissues Occasionallyyoumayendupwithasituationwhereawebsiteyouareworkingonhasalltherequiredeventsimplemented,buttheyjustaren’tfiringorsendingthedatathroughtoFacebook. Thiswilleitherbebecausetherequiredeventhasn’tbeenimplementedatallorthattheeventisnottriggeringcorrectly.Ifthisisthecase,youcanmakesuretheeventisinplaceortrytodebugtheassociatedtrigger. Wheninheritinganewaccount,thefirstcourseofactionshouldbetodoafullsweepofallconversionpointstomakesuretheappropriateeventsarefiringcorrectly.Testeverythingyouneedtofromformsubmissionsthroughtopurchasingproducts. Checkforbasictagstructuralerrors Insomecases,yourtagmaybefiringcorrectlybutthereisanissuewithhowthetaghasbeenconfigured. Intheexamplebelow,theInitiateCheckouteventfiredexactlywhereitwasneeded.However,whenwritingthetagthe‘content_type’valuehadbeenmissedout: YoualsoneedtotakecaretoensuredatasuchascurrencyISOcodesandrevenuearereturnedinthecorrectformat.DefinitelyworthcheckingoutthedetailedspecificationsfromFacebookhere. Checkyoureventsarefiringinthecorrectplace Oneofthemorecommonpixelissueswetendtoseeisthatafullsetofpixeleventshavebeenimplemented,butsomeourfiringinthewrongplace. Asoneexample,arecentwebsitewereviewedhadtheirAddtoCarteventsfiringonthecartpageviews,ratherthanfiringwhensomeoneaddedaproducttothecart.Doesn’tsoundlikeabigdeal,butintheircaseabandonedcartretargetingwastheprimarytacticinplay. I’vealsoseenwebsitesrunningabandonedcartretargetingwiththeirAddtoCarteventsfiringonhomepageviews.Youcanimaginehowwellthatwasworkingout… Checkdataontestpurchasesinrealtime Thisisabigoneandshouldbeanabsolutenon-negotiablestepinanyaccountsetuporaccountonboarding. Ourgoldenruleofthumbistoneverbelieveanypurchasedatauntilwe’vetestedandseentheresultswithourveryowneyes. Thiscanbeabitofafafftogettestcarddetailsorrefundsontestpurchases,butit’scompletelyvitaltodo. Whentestingpurchases,youwanttolookforallthekeyelements. Hastherevenuebeenrecordedandisitcorrect?HasthecontentIDbeenpassedsothatyoucanretargetandup-sell?Hasthepurchasecurrencybeenrecordedcorrectly?Hasanythingdoublefired? Theseareallveryeasyquestionstoanswerwhenusingthepixelhelper. Diagnosecatalogueissues–checkformismatchedIDs Whenworkingwithclientswhoarerunningdynamicproductads,themostcommonissueisthatthedatabeingsentviathepixeldoesnotmatchthedatawithinthefeed(andthereforecatalogue). Whenthisproblemoccurs,Facebookthenhasnowayofknowingwhichproductstoservebasedontheirviewingbehaviour. Usingthepixelhelperandcrosscheckingyoureventdataagainstthefeed,you’llquicklybeabletoseewhattheissueisandhopefullyproceedtofixquickly. Checkcampaignparametersforsiloedretargeting Oneofthemorebasicfeaturestocheckusingthepixelhelperisthepagelocation. Obviouslyit’salwaysgoodtosensecheckthis,butitcancomeintoitsownifyou’relookingtosilooffyourFacebookretargetingfunnels. Forexample,inordertogetasiloedviewonperformanceyoumaychoosetosendtraffictoaparameterisedURLwhichyoucanthenretargetknowingtheonlysourceoftrafficisyourcampaigns. Let’ssaytheparameteryouareusingis?campaign=fb–checkingwiththepixelhelpertomakesurethatFacebookiscorrectlyrecognisingthequerystringisaverygoodideabeforeyoustartspending. Clicktoexpand‘PixelLocation’andyou’llseethedetailrightthere: Checkmicrodata&schema Notnecessarilyrelatedtocampaigndebugging,butareallyusefulfeaturenonetheless! Ifyoulookatthebottomofthewindow,you’llseea‘MicrodataAutomaticallyDetected’message.Clickthisandyou’llgetanoverviewofanySchema,MetaDataandOpenGraphthatexistsonthepage: Theviewhereisfarfromperfect(it’sabitofavisualjumble),butforaquickcheckitcanbereallyuseful. Happydebuggingandhopethisposthasbeenuseful! WRITTENBY JonQuinton Havingbeeninvolvedindigitalmarketingforoveradecade,JonsetupOverdriveDigitalin2016.Withextensiveexperienceinbothpaidmediaandorganicchannels,Jonhasworkedwithbrandsrangingfromsmallstartupstoglobalbusinesses. youmightalsobeinterestedin FacebookAdvertising AFictionalBriefAndABrandNewFacebookAdAccount–WheretoStart? FacebookAdvertising HowtoReviewConversionWindowsinFacebookAdManager FacebookAdvertising ASuperEasyChecklistforYourFirstFacebookDynamicProductCampaign