One of the best types of Facebook advertising is ‘Conversion tracking’. This allows you to optimise your ads for people who take a specific action on your website.
You might want Facebook users to fill in a form, join your mailing list or buy a specific product. The beauty of this is that Facebook will target these ads at people that it knows have taken these actions in the past, people who have bought products or signed up to mailing lists as a result of a Facebook ad.
To measure conversions you need to set up a tracking pixel within Facebook and add it to the <head> </head> section of the specific page on your site that you want to track. This could be the thank you for buying from us page, the thanks for subscribing or perhaps a specific landing page you have hidden on the site. In this video I have set up a tracking pixel for a download page on the We Teach Social website.
It can be a little bit tricky to set up a tracking pixel. In the example I show setting up an ad for We Teach Social, we use the Genesis Framework for our website and this gives us the opportunity to add code to the header of individual pages on WordPress. All we have to do is scroll down below the post or page we are creating and there is a box in which we add the code. See below:
If you are using WordPress but not the Genesis framework you can try the ‘Per Page Add To Head‘ plugin that essentially does the same thing.
If you aren’t using WordPress or don’t feel comfortable messing with the code on your site you can either forward the code to your developer or you can use a regular website ad and use your own tracking code. You will loose the benefit of Facebook targeting the most likely punters but you will still be able to measure conversions in Google analytics. See ‘Find Out Which Facebook Ads Are Working Best with Google Analytics URL Builder‘.
Do you want to learn more about using Facebook advertising for your business? Sign up to the We Teach Social Facebook Advertising online course that I’m training this Spring.