How to Set Up Facebook Standard Events and Custom ...

Track the events that matter to your business and use the Facebook Pixel Helper tool to verify that your events are firing properly. You can ... SkiptoprimarynavigationSkiptomaincontentSkiptoprimarysidebarSkiptofooterNeedtosetupstandardeventsandcustomconversiontrackingforyourFacebookads?WantabetterwaytoretargetleadsfromFacebook? Inthisarticle,you’lldiscoverhowtosetupstandardeventsandcustomconversionstobettertrackleadsfromyourFacebookads. TolearnhowtosetupFacebookstandardeventsandcustomconversions,readthearticlebelowforaneasy-to-followwalkthroughorwatchthisvideo:  #1:SetUpFacebookStandardEvents AlltrackingismadepossiblethankstotheFacebookpixelsoyouneedtohaveitinstalledonyourwebsite.Ifyouhaven’talreadyinstalledit,checkoutthisvideo,whichwalksyouthroughtheprocess. Tocheckthatyou’vecorrectlyinstalledtheFacebookpixelonyourwebsite,openGoogleChromeanddownloadtheFacebookPixelHelpertoolfromtheGoogleChromeextensionstore. Onceyou’vedownloadedtheextension,it’llshowupinyourbrowsertoolbar.ClicktheFacebookPixelHelpericontoseeifyourFacebookpixelhasbeeninstalledcorrectly.YouwanttomakesuretheFacebookpixelIDmatcheswhat’sinFacebookAdsManager. Ifeverythinglooksokay,clickSetUpEvents. ThiswillfireupFacebookAdsManageranddisplaytheSetUpEventswindow.MakesureyourwebsiteURLiscorrectandclickOpenWebsitetoopentheFacebookEventSetupTool. SettingupFacebookstandardeventsisextremelyimportantbecauseitarmsFacebookanditsalgorithmwiththedataneededtoeffectivelyoptimizeanddeliveryouradstotherightpeopleattherighttime,basedonyouroverarchingbusinessgoals. TheeasiestwaytothinkaboutitisthatFacebookdoesn’treallyknowwhat’shappeningonyourwebsitesoyouneedtoshowthealgorithmwhicheventsaremostimportanttoyourbusiness. Let’ssayIwanttotrackanewbutton.IwanttogiveFacebooksomedatatoallowmetotrackwhenpeopleviewmycasestudy.Tosetupaneweventforthisaction,clickTrackNewButton. GetExpertSocialMediaMarketingTrainingfromthePros Wanttogetaheadofthecompetitionorlearnhowtodiversifyyourstrategy? Learnfromdozensoftheindustry'smosttrustedexperts,rubelbowswithothersmartmarketers,andtakeyourmarketingtothenextlevelduringthis3-dayeventinsunnySanDiego,CA. CLICKTOLEARNMORE Thebuttonthatwe’llbetrackingistheGetInstantAccessbutton,shownhere. Justbecauseyoucantrackeverybuttonandpieceofcontentonyourwebsitedoesn’tmeanyoushould.Lessismorewhenitcomestosettingupyourevents. Forthisevent,selectViewContentastheeventtypeandthenclickConfirm. Now,we’vegotViewContentandthebuttontextis,“GetInstantAccess.”Thiseventwillbetriggeredwheneversomeoneclicksonthebuttonwiththetext,“GetInstantAccess.” Thebusinessyou’reinwilldictatewhateventsaremostimportantforyoutotrack.Themostimportanteventsformetotrackareemailopt-ins,whichareessentiallyleads,andspecificviewcontent,becauseatthemoment,I’mnotsellinganythingonmywebsite. Ifyou’reaneCommercewebsite,themostimportanteventsforyoutotrackwouldbeAddtoCart,AbandonCart,AddPaymentInformation,Purchases,andmaybeLeads. Tocompletethesetupofthisevent,simplyclickFinishSetup. Onthenextscreen,clickFinish. Nowthatyoureventhasbeensetup,youneedtomakesureit’sworkingcorrectly.Todothis,clicktheTestEventsbutton. Onthenextscreen,clickOpenWebsitetofireupyourwebsite. Toverifythatyourstandardeventsarefiringproperly,usetheFacebookPixelHelpertool. Forthisexample,rememberthatwesetupaViewContenteventtobefiredwhenpeopleclickonmycasestudy.IfwechecktheFacebookPixelHelpertool,wecanseethatonlyPageViewhasbeenfiredatthispoint. NowscrolldownandclicktheGetInstantAccessbutton.Thiswillfireupmycasestudy,whichwillfiretheViewContenteventwecreatedearlier. IfyoulookattheFacebookPixelHelperscreenagain,youcanseethiseventhasbeenpopulated.It’saseasyasthat. #2:SetUpFacebookCustomConversions InadditiontocreatingeventswiththeFacebookEventSetuptool,youcanalsocreatecustomconversionsbasedonaspecificURLthatyouraudiencemembervisits. DitchtheTravelandExperienceWorld-ClassTraining Wanttotakeadvantageofincrediblesocialmarketingtraining,butjustcan’ttravelrightnow? AttendSocialMediaMarketingWorldvirtuallywithournewOn-DemandTicket.You’llwalkawaywithrealbusiness-buildingideas,withouteverleavingyourhomeoroffice.Watchallthesessions,keynotes,andworkshopswhenandwhereyouwant! CLICKTOLEARNMORE Let’ssaythatI’mrunningFacebookadstogrowmyFacebookgroupandIwanttotracktheconversionsthatresultfromallofmyadsaswellaspeoplejoiningmyFacebookgroup. Todothis,gointoAdsManagerandclickonEventsManager. MakesureyouselectthecorrectaccountID,whichisassociatedwiththecorrectpixel.ThenclickonCustomConversionsontheleftandCreateCustomConversionontheright. IntheCreateaCustomConversionwindow,typeinanakedURL—withouthttporhttps.Forthisexample,IwanttheURLtocontain“paulramondo.com/thank-you,”whichmapstothisthank-youpage. Next,selectContainsfromtheURLdrop-downmenu.Youdon’twanttoselectEqualsbecauseyouwanttocaptureeverypossibleversionofthisURLasalead,includingthoseURLsthathaveUTMparametersconnectedtothem.ThebestwaytodothisistochooseContains. Onceyou’vedonethat,nameyourlead.Forthisexample,we’llnameit“FacebookGroupSignUp”becausethat’swhat’soccurringonthatthank-youpage.Forthecategory,we’llchooseLead. Itdoesn’treallymatterwhatcategoryyouchoose.Thecategorizationofthecustomconversionjustneedstoreflectitspurposeforyourbusiness. Whenyou’refinished,clickCreatetocompletethesetup. #3:CreateFacebookCustomAudiencesBasedonCustomConversionsYou’veSetUp Nowsupposeyouwanttoretargetpeoplewhohavecompletedyoursignuporoptedintoyourlead.Aneasywaytodothatistotransformthatcustomconversionintoacustomaudience. Thisshouldshowup,intheory,inthisareaofyourEventSetuptool.Forwhateverreason,Facebookremovedthisfeatureforme. AworkaroundistosimplytakethesameURLyouusedtosetupthecustomconversionandcreateacustomaudience. Tosetupyourcustomaudience,gointoAudiences,clickCreateAudience,andselectCustomAudiencefromthedrop-downmenu. IntheCreateaCustomAudiencewindow,selectWebsiteasthesource. Inthedrop-downmenuunderyourpixel,selectPeopleWhoVisitedSpecificWebPages.We’llkeepthedefaultof30daysbutyoucangoupto180daysifyouwant. FortheURL,selectContains(notEquals)andtypeinthethank-youpageURL. Thelaststepistonameyouraudience.Irecommendnamingtheaudiencethesameasthecustomconversionyousetupsoeverything’ssyncedacrossyouraccount. Whenyou’redone,clickCreateAudience. #4:CreateFacebookCustomAudiencesBasedonCustomEventsYou’veSetUp Anotheroptionistocreateaudiencesbasedonthecustomeventsyou’vesetup.SoinsteadofchoosingAllWebsiteVisitors,selectPageView,Lead,orViewContent. Iwanttoretargetpeoplewhohaveopenedupmyopt-informonthehomepageofmywebsitesoI’llselectPageView. Next,setthedaterange.Let’ssayit’s30daysandIwanttocreatethisaudiencetotargetpeoplewho’veopenedupthisleadformbuthaven’tconvertedasalead.SoI’lltargetthisaudienceforlower-funnelretargeting. Fortheaudiencename,I’lluse“V30OpenedCaseStudy”(V30for“viewedinthelast30days”). Ifyouwanttorefinethisaudienceevenfurther,clickRefineByandselectURL,Frequency,orDevice. Whenyou’redone,clickCreateAudience. Oncethisaudiencehaspopulated,Icantargeteverypersonwhohasopenedmycasestudyinthelast30days.IcanexcludeallleadsthathavesignedupsowhenI’mtargetingthesepeople,I’mnotspendinganymoneyonadstopeoplewhoarealreadyonmyemaillist. Conclusion FacebookstandardeventsarecriticaltothesuccessofyourFacebookadcampaigns.TracktheeventsthatmattertoyourbusinessandusetheFacebookPixelHelpertooltoverifythatyoureventsarefiringproperly.YoucanalsocreatecustomconversionstotracktheleadsfromaspecificURLandtransformcustomconversionsintocustomaudiencesforbottom-of-funnelretargeting. Whatdoyouthink?Whateventsaremostimportantforyoutotrackforyourbusiness?Whatcustomconversionswillyoutransformintocustomaudiences?Shareyourthoughtsinthecommentsbelow. MorearticlesonFacebookads: Discoverfourhorizontalandverticalad-scalingtechniquesforFacebookads. LearnhowtoretargetFacebookadtrafficforconversions. ExplorethreeimportantconsiderationswhenstartingyourfirstFacebookadcampaign. 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