![]() So you don’t have to optimize on the very imprecise clicks on the Facebook ads or jumps to the landing page but can really use the users who have made contact, i.e. The exciting thing is of course that you can then use this conversion to optimize the campaign. By using the FB pixel on the website, this conversion can now also be led directly back to the Facebook ad manager. For a service-oriented website, for example, you could run a Facebook campaign and define the successful contact of a user (=lead) via e-mail or contact form on the website as a conversion. The Facebook Lead Event as an example of a standard event conversion tracking setup.Īs a small example to explain the principle, I choose the “Lead” event. Since I have already written about the Google Tag Manager and the advantages to tag management with this tool, here we go with the Google Tag Manager settings for your Facebook event tracking. However, these must also be installed using Google Tag Manager, or manually in the code on the website where they should “fire”. reaching the “thank you” page or the confirmation pageįbq(‘track’, ‘Purchase’, ) inquiry, registration for trial version, calling up the page with the price informationĬapture purchases or completions of the checkout process, e.g. Klick, Zielseite für Button „Kaufabschluss“Ĭapture when someone expresses interest in your offer, e.g. The personalization of products using a configuration tool or other application owned by your companyĬapture donations to your business or causeĬapture when a person searches for one of your pages on the Internet or one of your Applications to visit or use itĮrfassen, wenn Personen den Checkout-Vorgang starten, z. B. click, target page for “Add to Wish List” button.Ĭapture when a registration form is filled out, e.g., subscription completion, registration for a serviceĬall/SMS, email, chat or other form of contact between a customer and your company click, destination page for billing data.Ĭapture when items are added to wish list, e.g. click, target page for “Add to cart” buttonĬapture when payment information is added in the checkout process, e.g. Website-eventĬapture when items are added to the shopping cart, e.g. The Facebook Pixel comes equipped with some standard events. (the exact instructions with screenshots will follow :) Facebook Standard Events and Conversion Tracking Since I assume that most of you have done this for a long time, here for now only the links. Here are the links to the setup of the Facebook Pixel and the integration via Google Tag Manager. But now on with the setup:ĭue to the similarity to the Google product, there is also the advantage that you can also integrate the Facebook Pixel very easily on your website via the Google Tag Manager. My recommendation here is to think carefully about how to set up your Facebook Business Manager account and ad account structure if you have multiple websites and want to feature multiple (different) products/sectors/themes with Facebook campaigns. You can install this pixel on several websites, but that makes tracking a bit more confusing. It is important to note that you only have one Facebook pixel available per Facebook advertising account. In principle, it works similarly to Google Analytics. This Javascript code snippet must be included on all pages that you want to track so that Facebook also knows what is happening on the website. The first step to the conversion tracking setup at Facebook is the setup of the Facebook Pixel. Here you can learn how to use both options for your website and conversion tracking setup for Facebook Ads campaigns.ĭer Facebook Pixel und die Einrichtung mit dem Google Tag Managerįacebook Standard Events und Conversion Trackingĭas Facebook Lead Event als Beispiel für ein Standard Event Conversion Tracking Setup The Facebook Pixel and the setup with the Google Tag Manager With custom conversions, there are no limits to your imagination, but the setup is a bit more complicated. For the standard events, the setup effort is somewhat lower, but you also have to be content with standard categorizations that often don’t quite fit the individual use case. In Facebook itself, there is the option of tracking standard events or custom conversions. The goal of the whole exercise is to get exact numbers for each conversion in performance marketing in order to be able to optimize the campaigns accordingly. Since Facebook of course cooks its own soup, Google Analytics must also be connected correctly here to make the data more comparable. Since Facebook can be a very strong conversion channel in addition to Google Ads, it makes sense to have a reliable conversion tracking setup here as well. Last updated on August 10, 2021, 9:01 PM Conversion Tracking Setup for Facebook Ads with the Google Tag Manager
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