How to Use the Facebook Event Setup Tool - Social Media ...

If none of the standard event codes match the information you want to track, you can create a custom conversion. To do this, navigate to your ... SkiptoprimarynavigationSkiptomaincontentSkiptoprimarysidebarSkiptofooterDoyouusetheFacebookpixel?WantaneasierwaytoassignFacebookeventtrackingtospecificURLsonyourwebsite? Inthisarticle,you’lllearnhowtosetupFacebookeventtrackingwiththeFacebookEventSetupToolforWeb. WhatIstheFacebookEventSetupTool? Previously,settingupFacebookpixeleventsrequiredyoutoaddthepixeleventcodemanuallytoindividualwebpages.NowFacebookhasstreamlinedthesetupofpixeleventswiththe FacebookEventSetupToolforWeb.Thistoolallowsyoutosetupeventswithoutneedingtoaddthecode.Notethatyouneedtoinstallthebasepixelcodefirstifyouhaven’talreadydoneso. Thisnewcodelesssetupallowsyoutoaddspecificactions(likebuttonclicks)andURLorpageloadtriggersforeventcodestoyourwebsite. #1:InstallFacebookPixelEvents TheFacebookpixelisapowerfultoolforpushingdatafromyourwebsiteorlandingpagestoFacebook.Thedataitgathershelpsyoulearnmoreabouthowyourcustomersareinteractingwithyoursitesoyoucanimproveyouradsequencesandfunnels. TheFacebookpixelcomesintwoparts:thebasecodeandeventcode. ThebasecodecontainstheuniqueIDofyourFacebookpixelandwhichaccountitbelongsto,andletsyoutrackwhenapageisviewed.(Note:Thiswillshowupasthreeeventswhencheckingyourpixel:pageview,generalevent,andmicrodata.)Afteryousetupthispartofthepixel,Facebookstartscollectingdatafromyoursite. Thesecondpartofthepixelallowsyoutotrackspecificcustomeractionsonyourwebsitesuchaswhenabuttonisclickedorwhenapageloads.Theseinsightsrevealhowcustomersmovethroughyourwebsitesoyoucanmakefunnelsandadsbasedontheiractions. YoucanaddtheFacebookbasecodetoyoursitemanuallyorhaveaFacebookeventpartnersetupthecode.(Thismayalsosetupyoureventcodetoo,dependingontheplatformandsettings.)Afteryouinstallthepixelbase,youcanusetheEventSetupTooltoaddeventstoyourwebsite.Toaccessthistool,openAdsManagerandselectPixelsunderEventsManager. OntheFacebookpixelpageinEventsManager, selectyourpixelandclicktheSettingstab.UnderEventSetup,clickGotoEventSetupTool. AfteryouselecttheEventSetupTool,entertheURLforthepageonwhichyouwanttoinstallthepixelevent(https://yoursite.com/checkout,forexample)andthenclickOpenWebsite. GetExpertSocialMediaMarketingTrainingfromthePros Wanttogetaheadofthecompetitionorlearnhowtodiversifyyourstrategy? Learnfromdozensoftheindustry'smosttrustedexperts,rubelbowswithothersmartmarketers,andtakeyourmarketingtothenextlevelduringthis3-dayeventinsunnySanDiego,CA. CLICKTOLEARNMORE You’llthenseetheFacebookEventSetuppop-upwindow,promptingyoutoselecttheeventyouwanttomeasure.Thetriggerforthiseventwillbethecustomerlandingonthispageandallowingittoload. Toinstallaneventonthispage,youhavetwooptions:TrackNewButtonorTrackaURL. TrackanEventUsingaURL Ifyouwanttochoosewhichpixeleventtofirewhenthepageloads,clickTrackaURL.Fromthedrop-downmenu,selecttheeventyouwanttotrack(AddtoCartorInitiateCheckout,forexample).ThenclickConfirm. TrackanEventWithaButtonClick Ifyouwanttotriggertheeventfromaspecificaction(likeabuttonclick),clickTrackNewButton.Facebookwillthenopenyourwebpage,highlightingalloftheclickablebuttonoptions.Clickoneofthehighlightedbuttonstosetupyourevent. Afteryouselectabutton,choosewhicheventyouwanttoassociatewithclickingthebutton.ThenclickConfirm. Onceyou’veselectedtheeventtypetotrack,you’llseeitintheFacebookEventSetupwindow. ReviewYourPixelEvents Afteryou’veaddedalloftheeventcodesyouwanttotrack,clickFinishSetup.ThenconfirmyouractionsandclickFinish. Inthepop-upboxthatopens,youseean“EventSetupComplete”messageandtheoptiontocheckthatyourpixeleventsaresetupproperly. CreateYourOwnFacebookCustomConversions Ifnoneofthestandardeventcodesmatchtheinformationyouwanttotrack,youcancreateacustomconversion.Todothis,navigatetoyourFacebookpixelpageinEventsManagerandclicktheCustomConversionstabontheleft.Intheupper-rightcornerofthepage,clickCreateCustomConversion. Next,entertheURLofthepageonwhichyouwantthecustomconversiontofireandtypeinanamefortheevent. Youalsohavetheoptiontoenteravaluetotrackanumber,product,orvalueassociatedwiththeevent.Whenyou’redone,clickCreate. #2:TesttheFiringofYourFacebookPixelEvents Afteryou’vesetupapixelevent,youneedtotestwhetherit’sreceivingandsendinginformationcorrectly.Herearetwotoolsthatcanhelpyoudothat. FacebookPixelHelper TheFacebookPixelHelperisafreeChromeextensionthatallowsyoutoreadpixelsthatloadonyoursiteorothersites.Thishelpfultoolwillscaneverysiteyouvisitandgiveyouasummaryofthepixelsthatareavailableonthatpage. Afteryouinstalltheextension,navigatetothepageonwhichyouinstalledtheeventcode.ThenclickthePixelHelpericonontheChrometoolbartoseedetailsabouttheeventsyou’retrackingonthatpage. EventsManagerDiagnostics OntheFacebookpixelpageinEventsManager,clicktheDiagnosticstabtogetdetailedinsightsabouthowyourpixelisfiring.Here,you’llfindrecommendationsforupdatesorinfothatyourpixelmaybemissing.IfeverythingissetupcorrectlyandtheinformationissuccessfullybeingpassedbetweenFacebookandyourwebsite,Facebookdisplaysan“allgood”notice. Ifyouseeerrorsorwarningsaboutyourpixel,checkoutthesetipstotroubleshootthefiringofyourpixelevent. #3:CreateWebsiteCustomAudiencesFromFacebookPixelEventData Onceyourpixeleventsaresetup,whatcanyoudowiththepixeldata?Oneuseistocreateacustomaudienceofwebsitevisitorsandthendelivermessagingbasedontheironlinebehavior. Tocreateacustomaudience,openAdsManagerandnavigatetoAudiences.FromtheCreateAudiencedrop-downlist,selectCustomAudience. IntheCreateaCustomAudiencewindow,selectWebsiteTrafficasthesourceforthisaudience. Inthenextwindow,you’llseeanumberofoptionsforrefiningthisaudience. Ifyouwanttoincludeeveryonewhohasvisitedyoursitebuthasn’tmadeapurchase,youneedtoaddexclusioncriteria.SelectAllWebsiteVisitorsasthevisitortypeandthenclicktheExcludePeoplelink.Fortheexclusioncriterion,selectPurchaseandtypeinthenumberofdaysyouwantpeopletoremaininthisaudienceaftermeetingyourcriterion. Anotheroptionistocreateaudiencesofpeoplewhospendthemosttimeonyoursitebypercentile(25%,10%,or5%)orspendmoretimeoncertainpages. DitchtheTravelandExperienceWorld-ClassTraining Wanttotakeadvantageofincrediblesocialmarketingtraining,butjustcan’ttravelrightnow? AttendSocialMediaMarketingWorldvirtuallywithournewOn-DemandTicket.You’llwalkawaywithrealbusiness-buildingideas,withouteverleavingyourhomeoroffice.Watchallthesessions,keynotes,andworkshopswhenandwhereyouwant! CLICKTOLEARNMORE Toincludethetop5%ofvisitorswhospendthemosttimeonyourblog—yourmostengagedreaders—selectVisitorsbyTimeSpentand5%.ThenaddarulethattheURLmustcontain“blog”. Ifyouwanttofindeveryonewhovisitedacertainpagefrommobile,addthepagetotrackandaruletofilterbydevice. Keepinmindthatcustomaudiencesaredynamic.They’recontinuouslypopulatedwithnewwebsitevisitorswhofitthecriteriayou’vedefined.Notethatitcantakeupto24hourstoupdate. #4:CombinePixelEventDataWithYourFacebookProductCatalogtoImproveFacebookAds Ifyousellproductsorservicesonline,youcancreateaFacebookproductcatalogofyourassetsandattachthepixelforbettertrackingandadoptionsforfollow-upsandcross-selling. TocreateaFacebookproductcatalog,openFacebookAdsManagerandselectCatalogsunderAssets. InCatalogManager,clickCreateCatalogandselectyourindustry. Inthecatalogconfigurationwindow,choosehowyouwanttopopulateyourcatalog.Ifyouwanttouploadproductsyourself,chooseUploadProductInfo. IfyouprefertoimportyourproductsfromoneofFacebook’seCommerceplatformpartners(Shopify,WooCommerce,etc.),selectConnectE-CommercePlatform.TheseplatformsknowhowtoformatandfeedinformationtoFacebooktocreateyourproductcatalog. Next,selectyourbusinessfromthedrop-downlistandtypeinacatalogname.ThenclickCreate.IfyouoptedforaneCommerceplatformpartner,clickFinishSetupandfollowtheprompts. UploadYourProducts Ifyou’reuploadingyourproductsyourself,openyournewcatalogandclicktheProductDataSourcestab.ThenclickAddProducts. NowchooseoneoftheseoptionstoadditemstoyourFacebookcatalog: AddManually:Filloutaformforeachproductyouwanttoaddtoyourcatalog. UseDataFeeds:UploadaspeciallyformattedCSVdatafeedfilewithyourproductinformation. ConnectFacebookPixels:Usepixelsonyourwebsitetokeepyourproductcatalogupdated.You’llneedtoaddspecificcodeabouteachproducttoeachpixel.Thisprocessismorecomplex,andusingthemanualoptionorapartnerintegrationisfareasier. ConnecttheFacebookPixeltoYourFacebookCatalog Onceyou’vecreatedyourcatalog,connectyourpixeltoittocollectmoreinformationabouthowwebsitevisitorsinteractwithyourproductsandshoponyoursite. Toconnectyourpixel,openyourFacebookcatalogandclicktheEventsDataSourcestab.ThenselectyourpixelandclickDone. Connectingyourpixeltoyourproductsonlineletsyouunlocktwopowerfuladtypesforbetteronlinesalesandmoreaccuratereporting:conversionadsanddynamicproductads. ConversionAds IfyouselecttheConversionscampaignobjective,Facebookwilloptimizeyouraddeliverytothepeopleinyouraudiencewhoarelikelytoperformaspecifictypeofconversionbehavior(suchasmakingapurchaseorcompletingaregistration)basedonfeedbackfromyourpixel.Conversionadsalsoallowyoutoseeadirectcostperconversionevent,makingreportingandforecastingROImoreaccurate. Whenyousetupyourcampaign,selecttheWebsiteoptionbuttonintheConversionsectionandchooseyourpixelandconversionevent. Conversionadsneedaminimumof50conversionswithin7daystofullyoptimize.Otherwise,addeliverymaybeslowerorlesseffectiveuntilFacebookhasbeenabletocollectthisinformationfromyourpixel. DynamicProductAds IfyouhaveaFacebookproductcatalogandapixelconnectedtoit,youcanrundynamicproductads.Thisadtypeistheultimatefollow-up,upsell,andcross-sellad,andcanhelpboostsalesandconversionrates. Dynamicproductadsaretriggeredbyacustomeractiononyourwebsite,suchasviewingacertainproductorpurchasingaparticularitem.Basedontheproductinfocollectedbythepixel,Facebookidentifieswhichproductorproductcategorypeoplehaveinteractedwithandservesthemadsbasedonthisbehavior.Theadsthemselvescanshowaproducttheyviewedorarangeofsimilarproducts. Forinstance,ifacustomerbrowsestheshoesectionofyouronlinestorebutdoesn’tpurchaseanything,youcantriggeradsthatshowaparticularshoeorarangeofproducts.Orifacustomeraddsproductstotheircartbutdoesn’tmakeapurchase,showanadthatencouragesthemtocompletetheirpurchaseorofferacouponcodetoenticethemtocompletethetransaction. Tocreateadynamicproductad,selectCatalogSalesasyourcampaignobjective. Thenselecttheproductcatalogyouwanttouse. Attheadlevel,choosewhetheryouwanttoshowcustomersarangeorcategoryofproductsortocross-sellorupsellspecificproducts. Ifyouwanttoshowcertainproductsorproductgroups,clickthe+buttonandusefilterstodefinewhichproductswillappearinyourads. BelowtheAudiencesection,choosetheconditions(triggers)underwhichthedynamicproductadswillshow. Fortheadcreative,youcandisplayslideshows,carousels,catalogads,orsingleproducts.Ifyoudon’twantFacebooktopopulatetheinformationandimagesfromyourproductcatalog,youcancustomizetheimagesandtext. #5:AnalyzeYourPixelData TheFacebookpixelpageinEventsManagershowsallofyourpixeldata.ClicktheDataSourcestabtoseeanoverviewofallinforeceivedanddetailsfromanypartnerintegrations(Shopify,WooCommerce,etc.)andanycustomconversionsyou’vecreated. Thepixeloverviewshowsuptothelast30daysofinformation,soifyou’rerunningreportsonapixeleventreceivedatcertaintimes,it’sbesttoreportonthisdataatthesametimeeachmonthtocollectthemostaccurateinfo.Whencreatingacustomaudience,thepixelcantracebackto180daysofsiteinfoandusethattobuildcustomaudiences. Conclusion TheFacebookpixelisapowerfultoolforunderstandingyouraudiencesandhowtheyinteractwithyourwebsite.WiththeFacebookEventSetupTool,youcanaddeventstoyourwebsitebasedonactionsandURLorpageloadtriggerswithouthavingtoinstallcode.Theinsightsyougainfromthepixelwillhelpyougetclosertoyourcustomersandservetherightinformationandadsattherighttime. Whatdoyouthink?WillcodelessinstallationofFacebookeventpixelsencourageyoutoaddthemtoyourwebsite?Shareyourthoughtsandquestionsinthecommentsbelow. MorearticlesonFacebookads: Discoverfourwaystogenerateclicks,leads,andconversionsusingFacebookads. LearnhowtocreateaneffectiveFacebookadretargetingfunnel. FindouthowtocreatecustomizedreportsinFacebookAdsManager. ExperienceTheWorld'sLargestSocialMediaConference Qualitymarketingtraining,actionabletakeaways,andbeneficialconnections—that'sjustafractionofwhatyoucanexpectatSocialMediaMarketingWorld!JointhousandsofsmartmarketersinsunnySanDiegothisspringandlevelupyourmarketing. 🔥SaleendsTuesday!🔥 GETTICKETSNOW AbouttheauthorLynseyFraserLynseyisaFacebookTechnicalServicesPartnerandcertifiedAPIdeveloper.SheisaFacebookplatformspecialistandrunsSydneybasedSocialMediatrainingconsultancyFloSocial.OtherpostsbyLynseyFraser» GetSocialMediaExaminer’sFutureArticlesinYourInbox! GetourlatestarticlesdeliveredtoyouremailinboxandgettheFREESocialMediaMarketingIndustryReport(40pages,50+charts)! Website WorthExploring: Facebook MarketingHelp ExploreMore→ Instagram MarketingHelp ExploreMore→ YouTube MarketingHelp ExploreMore→ Linkedin MarketingHelp ExploreMore→ FacebookAds MarketingHelp ExploreMore→ SocialMediaMarketingIndustryReport GetFreeReport→ SocialMarketingTrends Thedatayou'vebeenmissing! Needanewplan?Findouthowthousandsofmarketersplantochangetheirsocialmarketingactivitiesinour14thannualSocialMediaMarketingIndustryReport.This40-pagereportrevealswhatmarketershaveplannedfortheirorganicsocialactivities,videomarketing,socialads,andmore.GetthisfreereportnowandnevermissanothergreatarticlefromSocialMediaExaminer. Enteryouremailtoget ourfreereport: Website Footer YourGuidetotheSocialMediaJungle Copyright©2021SocialMediaExaminer® AllRightsReserved.TermsofUse|PrivacyPolicy. HelpfulLinks