There are many important aspects of digital marketing, but one of the biggest goals – and way to measure success – is the number of conversions you receive from a particular blog post, marketing campaign, or advertisement.
Getting someone to open an email is a conversion, getting someone to click on a call-to-action is also a conversion while an individual filling out a registration form on a landing page also counts as a conversion. These conversions can all be monitored through Google Analytics after tagging URLs. However, when it comes to tracking conversions on Facebook, you’ll need a few more weapons in your arsenal.
Introducing Facebook Conversions Pixels
Facebook Conversions Pixels is one of the social network’s tracking and optimizations tools. According to Facebook, “By placing a conversion pixel on your website and then adding it to a Facebook ad, you’ll know exactly which ads led to your conversions.”
To initiate Pixels, it has to be tailored towards a specific Ads account, activated through your website, and populated with users information. (Don’t worry, we’ve provided an image to show you exactly how to do this.)
Once you have it set up, Google Tag Manager makes it easy to add Conversions Pixels just about anywhere, including both web pages and mobile apps. Just remember, a “Pixel” must be placed at the head of a web page, while Google Tag Manager is still placed above the opening body tag.
Tracking the Success of an Ad
Now that everything is in place, you’ll want to check and see how your ad is performing. Just follow these steps:
1. Open your Ads Manager.
2. Select All Campaigns, All Ad Sets, or All Ads, depending on what you want to examine.
3. Click the Columns drop-down menu.
4. Select Customize Columns and all other pertinent actions. (Checkouts, Cost per Checkout, etc.)
5. Click Apple and now these columns will appear in your reporting table
Google Chrome to the Rescue
To streamline the entire process, there is a Pixel Chrome extension you can validate that ensures everything works.
To use the Facebook Pixel Helper first make sure you have the Chrome web browser installed on your computer. Next, using the Chrome browser install the Pixel Helper from the Chrome Store. Follow the instructions on the Chrome store to install the extension in your browser. Once the Pixel Helper is installed a small icon </> will appear next to your address bar.