When running advertising campaigns, it is absolutely imperative to have proper tracking in place. Without it, you will not know if a particular campaign performs bad and needs to be stopped (or optimized) or if it performs good, and its budget needs to be increased.
Because of this, you run the risk of wasting your precious advertising budget on campaigns that under-deliver or worse – do not deliver any results at all, which, in the long run, will negatively impact your relationship with your client or company you work for.Without the proper #conversion #tracking, you run the risk of wasting precious #advertising budget on campaigns that under-deliver or worse - do not deliver any #results at all. Click To Tweet
This is why before starting any advertising campaigns on Facebook, it is important to check that you have the Facebook pixel tracking working correctly on your website and landing pages.
While you can check the tracking here and there, it is always best to take a systemic approach to this and use a checklist as in this way you will be sure that you haven’t left any important element untracked.
Pro tip: Checking Facebook pixel events is much easier with Facebook Pixel Helper extension so we recommend using it when installing or debugging the Facebook pixel events.
Below you can find the most important things to check for in order to have a good Facebook Ads tracking:
- Pageview tracking – Tracking pageviews on your site is one of the most basic (and easiest to install) forms of tracking, but one that is of high importance as many metrics from Facebook Ads reports are based on this event so it is highly important to have it installed on each page of your website.
- Additional, event parameters tracking – When installing standard Facebook pixel events, by default, only the basic information like (URL, product, value, etc) is sent to Facebook but did you know that you can enhance this tracking with additional parameters? Parameters are optional, JSON-formatted objects that you can include when tracking standard and custom events. They allow you to provide additional information about your website visitors’ actions or pages they visited.
Once tracked, you can use parameters to create highly targeted custom audiences which usually convert much better than the broad audiences.
- Conversion tracking – Generating conversions is the main reason why so many businesses run advertising campaigns in the first place, so tracking them is critically for the success of your campaigns. There are many conversions which you can track on your website but the most common conversions include:
- Website forms – From newsletter forms, registration forms or contact forms, you need to make sure that all of your forms are tracked correctly.
- CTA buttons – Call to action buttons are pre-cursors of other conversions so it is also important to track them.
- Emails and phone number clicks – As long as the emails or phone numbers are clickable, you can track them in Facebook as many times when sending an email or calling via the phone number, users will click on the actual email or phone number.
- Ecommerce tracking – If you have an eCommerce website, the eCommerce tracking is mandatory as it will allow you to track purchases, add to carts, initiate checkouts and product views. This tracking is especially important if you want to run dynamic ads using product catalogs. Installing this type of tracking is usually pretty hard and most of the time you will need the help of some tracking experts (like us : ) ) to install it.
- Other important user action tracking – Not all user interactions can be counted as a conversion but this does not mean that they should not be tracked. Although what actions users can take differ from site to site, some of the most common user interactions which are not counted as conversions include:
- Scroll tracking
- Time on page tracking
- Video tracking
- UTM tracking – Adding UTM parameters to ad links allows you to view the data in Google Analytics so if you want to analyze your campaign performance in Google Analytics (which we recommend you do), then you should definitely add UTM parameters to your links.
You can confirm that the pageview event is firing correctly by running the Facebook Pixel Helper extension.
To make the testing easier and faster, you could use a tool like Screamingfrog which will automatically check if the Facebook pixel script (or GTM script, if you installed Facebook pixel via it) is installed on all pages.
Pro tip: If you have a blog or an eCommerce website, make sure to send the post (or product) category as an additional parameter as this will allow you to create even more granular custom audiences and conversions in Facebook Ads.
Extra checks not directly related to pixel tracking:
Custom Audiences – Facebook custom audiences are one of the most essential tools for a successful Facebook Ads campaign so it would be a pity not to use them, especially since you are tracking so many conversions and user interactions with so many parameters in them.
For example, you can create a custom audience of users who clicked on the add to cart but did not purchase and create a campaign just for them. Or maybe you can create an audience of users who stayed on your product page for at least 2 minutes and scrolled until at least 75% of that page and target these users with your ads.
By targeting users who already performed a certain action on your site, your campaign conversion rate will only increase as many users do not convert from the first visit to the site and need to come to the site the second or the third time before converting, so using custom audiences and a customized ad targeted specifically at them, will help you achieve this.
Custom conversions – Like custom audiences, custom conversions allow you to set up conversions based on specific user actions, which can be used to optimize your ad delivery for various actions that can’t otherwise be optimized toward.
For example, let’s say that you want to optimize your ad delivery for purchases of men’s shirts priced above $25. Without creating a custom conversion, you cannot optimize for these user actions but with a custom conversion, you can.
Facebook catalog – If you run an eCommerce store with lots of products in it (or other site with lots of inventory), in order to run effective advertising campaigns, that scale, you will have to use dynamic ads. And for this, you need a Facebook catalog.
Once you create the catalog, for easier management, don’t forget to link it with your tracking pixel.
After you have ensured that all of the trackings are installed and work correctly, you can go ahead and launch your campaigns and depending on the results you get based – optimize them, something you would have not been able to do if the correct tracking would have not been installed.
I know that this is a long checklist and there are many things to remember that is why we have created this cool infographic which will allow you to easily remember all these checks so make sure you bookmark it.
If you need help installing or checking any of these tracking on your site, feel free to contact our experts and we will gladly help you with it.