Conversion Tracking - Facebook Pixel

fbq('track', 'Purchase', {currency: "USD", value: 30.00});. If you called that function, it would be tracked as a purchase event in the Events Manager: You can ... FacebookPixelGetStartedGuidesSupportReferenceConversionTracking YoucanusetheFacebookpixeltotrackyourwebsitevisitors'actions.Thisiscalledconversiontracking.TrackedconversionsappearintheFacebookAdsManagerandtheFacebookAnalyticsdashboard,wheretheycanbeusedtoanalyzetheeffectivenessofyourconversionfunnelandtocalculateyourreturnonadinvestment.Youcanalsousetrackedconversionstodefinecustomaudiencesforadoptimizationanddynamicadcampaigns.Onceyouhavedefinedcustomaudiences,wecanusethemtoidentifyotherFacebookuserswhoarelikelytoconvertandtargetthemwithyourads. Therearethreewaystotrackconversionswiththepixel: standardevents,whicharevisitoractionsthatwehavedefinedandthatyoureportbycallingapixelfunction customevents,whicharevisitoractionsthatyouhavedefinedandthatyoureportbycallingapixelfunction customconversions,whicharevisitoractionsthataretrackedautomaticallybyparsingyourwebsite'sreferrerURLs Requirements Thepixel'sbasecodemustalreadybeinstalledoneverypagewhereyouwanttotrackconversions. StandardEvents Standardeventsarepredefinedvisitoractionsthatcorrespondtocommon,conversion-relatedactivities,suchassearchingforaproduct,viewingaproduct,orpurchasingaproduct.Standardeventssupportparameters,whichallowyoutoincludeanobjectcontainingadditionalinformationaboutanevent,suchasproductIDs,categories,andthenumberofproductspurchased. ForafulllistofStandardeventsvisitthePixelStandardEventsReference. TrackingStandardEvents Allstandardeventsaretrackedbycallingthepixel'sfbq('track')function,withtheeventname,and(optionally)aJSONobjectasitsparameters.Forexample,here'safunctioncalltotrackwhenavisitorhascompletedapurchaseevent,withcurrencyandvalueincludedasaparameter: fbq('track','Purchase',{currency:"USD",value:30.00});Ifyoucalledthatfunction,itwouldbetrackedasapurchaseeventintheEventsManager: Youcancallthefbq('track')functionanywherebetweenyourwebpage'sopeningandclosing

tags,eitherwhenthepageloads,orwhenavisitorcompletesanaction,suchasclickingabutton. Forexample,ifyouwantedtotrackastandardpurchaseeventafteravisitorhascompletedthepurchase,youcouldcallthefbq('track')functiononyourpurchaseconfirmationpage,likethis: ... ... Ifinsteadyouwantedtotrackastandardpurchaseeventwhenthevisitorclicksapurchasebutton,youcouldtiethefbq('track')functioncalltothepurchasebuttononyourcheckoutpage,likethis: Purchase $('#$addToCartButton').click(function(){ fbq('track','Purchase',{currency:"USD",value:30.00}); }); NotethattheexampleaboveusesjQuerytotriggerthefunctioncall,butyoucouldtriggerthefunctioncallusinganymethodyouwish. CustomEvents Ifourpredefinedstandardeventsaren'tsuitableforyourneeds,youcantrackyourowncustomevents,whichalsocanbeusedtodefinecustomaudiencesforadoptimization.Customeventsalsosupportparameters,whichyoucanincludetoprovideadditionalinformationabouteachcustomevent. TrackingCustomEvents Youcantrackcustomeventsbycallingthepixel'sfbq('trackCustom')function,withyourcustomeventnameand(optionally)aJSONobjectasitsparameters.Justlikestandardevents,youcancallthefbq('trackCustom')functionanywherebetweenyourwebpage'sopeningandclosingtags,eitherwhenyourpageloads,orwhenavisitorperformsanactionlikeclickingabutton. Forexample,let'ssayyouwantedtotrackvisitorswhoshareapromotioninordertogetadiscount.Youcouldtrackthemusingacustomeventlikethis: fbq('trackCustom','ShareDiscount',{promotion:'share_discount_10%'});Customeventnamesmustbestrings,andcannotexceed50charactersinlength. CustomConversions Eachtimethepixelloads,itautomaticallycallsfbq('track','PageView')totrackaPageViewstandardevent.PageViewstandardeventsrecordthereferrerURLofthepagethattriggeredthefunctioncall.YoucanusetheserecordedURLsintheEventsManagertodefinevisitoractionsthatshouldbetracked. Forexample,let'ssaythatyousendvisitorswhosubscribetoyourmailinglisttoathankyoupage.Youcouldsetupacustomconversionthattrackswebsitevisitorswhohaveviewedanypagethathas/thank-youinitsURL.Assumingyourthankyoupageistheonlypagewith/thank-youinitsURL,andyou'veinstalledthepixelonthatpage,anyonewhoviewsitwillbetrackedusingthatcustomconversion. Oncetracked,customconversionscanbeusedtooptimizeyouradcampaigns,todefinecustomaudiences,andtofurtherrefinecustomaudiencesthatrelyonstandardorcustomevents. SincecustomconversionsrelyoncompleteorpartialURLs,youshouldmakesurethatyoucandefinevisitoractionsexclusivelybasedonuniquestringsinyourwebsiteURLs. CreatingCustomConversions CustomconversionsarecreatedentirelywithintheEventsManager.RefertoourAdvertiserHelpdocumenttolearnhow. Rule-BasedCustomConversions OptimizeforactionsandtrackthemwithoutaddinganythingtoyourFacebookpixelbasecode.Youcandothisbeyondthe9standardevents. Createacustomconversionat/{AD_ACCOUNT_ID}/customconversions. SpecifyaURL,orpartialURL,representinganeventinpixel_rule.Forexample,thankyou.htmlisapageappearingafterpurchase. ThisrecordsaPURCHASEconversionwhen'thankyou.html'displays: PHPBusinessSDKPythonBusinessSDKcURLuseFacebookAds\Object\CustomConversion; useFacebookAds\Object\Fields\CustomConversionFields; $custom_conversion=newCustomConversion(null,'act_'); $custom_conversion->setData(array( CustomConversionFields::NAME=>'ExampleCustomconversion', CustomConversionFields::PIXEL_ID=>, CustomConversionFields::PIXEL_RULE=>array( 'url'=>array('i_contains'=>'thank-you.html'), ), CustomConversionFields::CUSTOM_EVENT_TYPE=>'PURCHASE', )); $custom_conversion->create();fromfacebookads.adobjects.customconversionimportCustomConversion custom_conversion=CustomConversion(parent_id='act_') custom_conversion.update({ CustomConversion.Field.name:'ExampleCustomConversion', CustomConversion.Field.pixel_id:, CustomConversion.Field.pixel_rule:{ 'url':{'i_contains':'thankyou.html'}, }, CustomConversion.Field.custom_event_type:'PURCHASE', }) custom_conversion.remote_create()curl\ -F'name=ExampleCustomconversion'\ -F'pixel_id='\ -F'pixel_rule={"url":{"i_contains":"thank-you.html"}}'\ -F'custom_event_type=PURCHASE'\ -F'access_token='\ https://graph.facebook.com/v2.8/act_/customconversionsYoucanthencreateyourcampaignusingtheCONVERSIONSobjective. Attheadsetlevel,specifythesamecustomconversion(pixel_id,pixel_rule,custom_event_type)inpromoted_object. CustomConversionsInsights AdsInsightsreturnsinformationaboutCustomConversions: curl-i-G\ -d'fields=actions,action_values'\ -d'access_token='\ https://graph.facebook.com/v2.7//insightsReturnsbothstandardandcustomconversions: { "data":[ { "actions":[ { "action_type":"offsite_conversion.custom.17067367629523", "value":1225 }, { "action_type":"offsite_conversion.fb_pixel_purchase", "value":205 } ], "action_values":[ { "action_type":"offsite_conversion.custom.1706736762929507", "value":29390.89 }, { "action_type":"offsite_conversion.fb_pixel_purchase", "value":29390.89 } ], "date_start":"2016-07-28", "date_stop":"2016-08-26" } ], "paging":{ "cursors":{ "before":"MAZDZD", "after":"MjQZD" }, "next":"https://graph.facebook.com/v2.7//insights?access_token=&pretty=0&fields=actions%2Caction_values&date_preset=last_30_days&level=adset&limit=25&after=MjQZD" } }CustomconversionshaveuniqueIDs;queryitforaspecificconversion,suchasarule-basedone: curl-i-G\ -d'fields=name,pixel,pixel_aggregation_rule'\ -d'access_token='\ https://graph.facebook.com/v2.7/CustomConversionsLimitations Themaximumnumberofcustomconversionsperadaccountis100.IfyouuseAdsInsightsAPItogetmetricsoncustomconversions: GettingproductIDbreakdownsarenotsupported. Gettinguniqueactioncountsarenotsupported. Parameters Parametersareoptional,JSON-formattedobjectsthatyoucanincludewhentrackingstandardandcustomevents.Theyallowyoutoprovideadditionalinformationaboutyourwebsitevisitors'actions.Oncetracked,parameterscanbeusedtofurtherdefineanycustomaudiencesyoucreate. Toincludeaparameterobjectwithastandardorcustomevent,formatyourparameterdataasanobjectusingJSON,thenincludeitasthethirdfunctionparameterwhencallingthefbq('track')orfbq('trackCustom')functions. Forexample,let'ssayyouwantedtotrackavisitorwhopurchasedmultipleproductsasaresultofyourpromotion.Youcoulddothis: fbq('track','Purchase', //beginparameterobjectdata { value:115.00, currency:'USD', contents:[ { id:'301', quantity:1 }, { id:'401', quantity:2 }], content_type:'product' } //endparameterobjectdata );Notethatifyouwanttousedataincludedineventparameterswhendefiningcustomaudiences,keyvaluesmustnotcontainanyspaces. ObjectProperties Youcanincludethefollowingpredefinedobjectpropertieswithanycustomeventsandanystandardeventsthatsupportthem.FormatyourparameterobjectdatausingJSON. PropertyKeyValueTypeParameterDescriptioncontent_category string Categoryofthepageorproduct. content_ids arrayofintegersorstrings ProductIDsassociatedwiththeevent,suchasSKUs.Example:['ABC123','XYZ789']. content_name string Nameofthepage/product. content_type string Canbeproductorproduct_groupbasedonthecontent_idsorcontentsbeingpassed.IftheIDsbeingpassedinthecontent_idsorcontentsparameterareIDsofproducts,thenthevalueshouldbeproduct.IfproductgroupIDsarebeingpassed,thenthevalueshouldbeproduct_group. contents arrayofobjects ArrayofJSONobjectsthatcontainstheInternationalArticleNumber(EAN)whenapplicableorotherproductorcontentidentifier(s)associatedwiththeevent,andquantitiesandpricesoftheproducts.Required:idandquantity. Example:[{'id':'ABC123','quantity':2},{'id':'XYZ789','quantity':2}] currency string Currencyforthevaluespecified. delivery_category string Categoryofthedelivery.Supportedvalues: in_store—Purchaserequirescustomertoentertothestore. curbside—Purchaserequirescurbsidepickup home_delivery—Purchaseisdeliveredtothecustomer. num_items integer Numberofitemswhencheckoutwasinitiated.UsedwiththeInitiateCheckoutevent. predicted_ltv integer,float Predictedlifetimevalueofasubscriberasdefinedbytheadvertiserandexpressedasanexactvalue. search_string string Stringenteredbytheuserforthesearch.UsedwiththeSearchevent. status Boolean UsedwiththeCompleteRegistrationevent,toshowthestatusoftheregistration. value integerorfloat Valueofauserperformingthiseventtothebusiness. CustomProperties Ifourpredefinedobjectpropertiesdon'tsuityourneeds,youcanincludeyourown,customproperties.Custompropertiescanbeusedwithbothstandardandcustomevents,andcanhelpyoufurtherdefinecustomaudiences. Forexample,let'ssayyouwantedtotrackavisitorwhopurchasedmultipleproductsafterhavingfirstcomparedthemtootherproducts.Youcoulddothis: fbq('track','Purchase', //beginparameterobjectdata { value:115.00, currency:'USD', contents:[ { id:'301', quantity:1 }, { id:'401', quantity:2 }], content_type:'product', compared_product:'recommended-banner-shoes',//customproperty delivery_category:'in_store' } //endparameterobjectdata );NextSteps Nowthatyou'retrackingconversions,werecommendthatyouusethemtodefinecustomaudiences,soyoucanoptimizeyouradsforwebsiteconversions.