As we knew before, we made the pixel and learned its importance in “conversion” ads. A question arises now, can the pixel be used in other types of advertisements? The answer is simply yes. As long as the pixel is installed on your site, anyone who visits the site even without using Facebook, all of their data is logged into the pixel. Below, we will explain the conversion tracking on Facebook and how to use it in other types of ads.
Track conversions on Facebook pixel
Whatever type of advertisement, we can make the pixel benefit from it, how? This is what we will explain now by explaining the conversion tracking on Facebook.
From the “Campaign” page, we choose the type of advertisement, let it be “Traffic”.
After specifying the name of the page we want to work on and writing its “URL” address.
We find that at the bottom of the page is an item called “Tracking” as we can see:
Through this “tracking” we can make the pixel attribute any events that occur through the advertisement to the advertisement itself. Meaning, if you press the “Call To Action” button and enter the site and make a purchase, knowing that it is “Traffic” and not “Conversion” it is natural and automatic to record the purchase in the pixel, but in the case of activating the “Tracking” options or tracking conversions On Facebook, the purchase will be attributed to this particular ad.
In the event that the “Web site Events” item is activated, as we can see above, any purchase process or any events that occur through this advertisement will be attributed to the advertisement itself and recorded in its results, and this procedure is useful in the process of tracking conversions on Facebook.
Web site Events
But if the option called “Web site Events” is not activated, purchases will not be recorded in the pixel. Of course, purchases will be recorded in the pixel, but in general, they will not be attributed to the ad itself and will not appear in the ad statistics after that.
As we agreed before, in the “conversion” ads, I can specify the “attribution” so that it tracks operations or events during the period that I specify. However, in the case of other ads, there is no “attribution” when clicking on “See Updates” it tells what exactly to do. He will keep the customer who entered the site for a period of 7 days. If the purchase is completed, it will be attributed to this particular advertisement as we see:
This is the idea of “tracking” or tracking conversions on Facebook, this means that you have done “tracking” in order to be able to track customers who enter the site through a specific advertisement, where all events are attributed to the advertisement so that they appear in its results.
Scroll down to the bottom of the page, you will find an option called “Build a URL Parameter” which is a type of Facebook conversion tracking. You can click on this option at the bottom of the page or click on it from the top in the “Website URL” field, as we can see:
The two will serve the same purpose, which is what we will explain now. There is a generic standard for results tracking called “UTM” short for “Urchin Tracking Module”. It is a code that is added to the URL. I can add a specific code to the URL, through which you can know the transactions that have been made on the site, whether they were purchases or adding to the basket, which were made through this advertisement or another advertisement. Through “Parameter”, we can know that these operations were carried out primarily through Facebook or from advertisements on any other platform such as Google or YouTube. Knowing all these details is very helpful to us in improving advertising campaigns.
How to Create a Parameter for Tracking Conversions on Facebook
From the option called “Build a URL Parameter”. We click on it, a window appears with 4 variables or distinctive signs that you can add as a suffix to the “URL” of the site that the person clicks on when pressing the “Call to Action” button, as we see:
The first is “Campaign source
The first is to track conversions on Facebook, in which I can write Facebook to help you add Facebook to the site link. The goal is that when I read the statistics, I can know the results I got through Facebook. If your ad is on YouTube, you will type youtube instead of Facebook to see the results of YouTube and so on.
The second “Campaign medium”
He is the one who determines for you whether the results come to you from any advertisement, and whether this person saw the advertisement in the Instagram story or on Facebook, it is possible to choose a general choice such as the “placement” and from it you can know this customer saw the advertisement anywhere in particular.
The third “Campaign name”
You are asked to select the campaign name of the ad you want to know the results of. In this case, you can type the name manually or choose “campaign.id” from among the options.
Fourth “Campaign content”
The last of the conversion tracking on Facebook, through this box, you can specify the ad itself, the “ID” of the ad.
All this is a “parameter”. It will be added to the site and through it you can track your customers. They come from any platform, is it from Facebook, Google, or YouTube, even from Facebook. They come from anywhere in it, from any campaign, and from any advertisement. All these variables are now available to you and you can track your customers as we see:
You can also add any other “parameter” you want through the “Add parameter” button on the same page.
Finally, click on “Apply”.
Return to the advertisement page, we will find the “URL parameters” as shown in the picture:
Thus, I can track people coming from any site, from any place of the advertisement and from any campaign of any advertisement in particular. Here comes a logical question, which is where I can get or know those results that I tracked? These results are known not from Facebook, but I can do this through other analytics programs such as “Google Analytics”. Finally, with the number of “URL parameters” it becomes easy to track conversions on Facebook that come from various platforms, campaigns and ads.
Now we are done with the knowledge of tracking conversions on Facebook and now you can know the ads of sponsored messages on Facebook.
