Running Facebook Ads without caring about Custom Conversions is like eating a cheeseburger when you could be eating a bacon cheeseburger. In the end, I guess it’s okay, but you’re missing out on such an incredibly opportunity.
Conversions are everything you want in an ad campaign. Whether it means a getting a customer to purchase, subscribe, or download; conversions are what it’s all about. Through the Facebook Pixel, you have the incredible ability to track the conversions happening on your sites. This information can be used to analyze the performance of your ads or to learn key insights into your audience’s behavior.
Let’s look at what Custom Conversions are and how to set them up.
Break it down, what are Custom Conversions?
Using the Facebook Pixel, Custom Conversions tracks what people are doing on your site. They can tell you how many people are viewing your inventory, how many are purchasing, etc. Really, as the word “custom” implies, you can set it to track nearly anything.
Essentially, you tell the Facebook Pixel: when someone visits X, it means Y is happening.
“When someone visits www.example.com/order-confirmed, it means they made a purchase.”
“When someone visits www.example.com/inventory, it means they are viewing our inventory.”
As you can see, the Pixel can end up tracking a lot of information that will be incredibly valuable for your business. Additionally, you can set individual Custom Conversions as the objective of your ad campaigns. That means Facebook will optimize your ad placement to make these conversions happen. Incredible!
So how do I set up a Custom Conversions?
There are two things you’ll want to do beforehand to be prepared to set up Custom Conversions:
1. Have your Facebook Pixel installed on your site. (Don’t know what the Pixel is? Read this).
2. Know your website’s various URLs.
Once you have those two things ready, setting up a Custom Conversion is incredibly simple. Navigate to the Custom Conversions page in Facebook Business Manager, via the menu in the upper left corner. Click Create Custom Conversion.
At this point, keep in mind the formula above: when someone visits X, it means Y is happening.
X will be a URL from your site. Y will be an action. Consider the actions you want your Pixel to report. (Purchases, Views Inventory, Adds to Cart, Searches, Goes to Checkout, etc.)
Once you determine the actions you want to report on, figure out the URLs on your website that would indicate the action happened. For instance, if someone is on a “Thank You” page or an “Order Confirmed” page, that means they made a purchase.
Locate the URLs for the pages you need, and paste them where it says “URL Contains.” Then select the corresponding action category and give it a name you will recognize. The Pixel will immediately begin tracking the conversion and helping you out big time.
With these conversions set up, you can learn about when and how people are converting on your site. The info you learn will help you generate better results from your ads in the future. What more could you want from a free online marketing tool like the Pixel?