Track your E commerce sales with Facebook conversion pixel code
Are you an e commerce business owner and using Facebook ads to drive customers to your website and get more checkouts? If you are struggling with Facebook ads and not sure whether it is bringing you good ROI or not. Do you know which kind of ads are brining good sales and which ads are not performing well? If not, you should consider using Facebook conversion tracking pixel which will help you to track conversions happened in your website with Facebook traffic.
Today, I am going to show you how to setup conversion tracking with Facebook ads to track your sales which will happen with Facebook traffic.
First of all, I will explain what a conversion tracking is and why it is very important to track your conversions, then I will show you step by step on how to install conversion tracking. Before I go forward, you need to know the following terms
Conversion: A conversion is an action which was taken by the user in your website. These actions include registering an account, making an order, entering an email address, reaching a specific page (thank you page, order confirmation page), adding an item to their shopping cart can represent a conversion. Suppose, if a user saw your ad in Facebook and came to your website and registered an account, you can call it is a conversion if that’s what you want. Or if you want a sale to happen by user, then if the user came to your website by visiting an ad in Facebook and registered an account and made purchase, then you can call it is a conversion happened.
Different businesses have different conversion goals. For example, insurance businesses people don’t easily purchase immediately, so the advertisers use getting email addresses as their conversion goal, so for them, if someone enters an email address, they will count it is a conversion happened.
You can setup which type of conversion do you want to track, is it an account sign up or is it a sale? It’s up to you.
Conversion tracking is nothing but tracking your conversion goals with your advertising network. With Facebook, a conversion tracking is, measuring your ROI with Facebook ads. When conversion tracking is setup to your Facebook account, you can see which ads are actually brining sales and which ads are not brining sales. In this way, you can opt out the ads which are not performing well and thereby you can increase your ROI by reducing the advertising costs.
A conversion pixel is a piece of code you get from your advertising network like Facebook, and you need to place that conversion pixel code in your pages which you want to track conversion from. So that when a user who came from your ad advertised in Facebook by you to your website and reached the page where you placed the conversion pixel, the pixel will fire and can be traced back to the ad. So that, you can see a conversion has happened with that ad.
For example, if you want to track conversions and your goal is a sale, you need to place the code in your confirmation page, so that, when even ever a user who came from your ad and made a purchase and finally reached the confirmation page, the pixel will fire in that page and it will be traced back by the Facebook and you can see a conversion has happened in Facebook advertising dashboard.
Optimize for conversions:
In native Facebook Ads dashboard
In Power editor
It was reported that, Facebook beta tested this feature and said that it will reduce the cost per conversion up to 40% than normal CPM bidding. Some people have reported about 70 – 80% reduction in their cost per conversion. With this feature, Facebook automatically bids on behalf of us for conversions, it will automatically bids for the right audiences which are likely to get converted for our ads. Using this feature, will help you to get more conversions with less spend.
The above feature is very useful to for E commerce businesses for tracking their sales.
Setting up Facebook conversion tracking step by step:
I am showing the setup right from creating the campaign, so that it will help the newbies too. Create your first advert by clicking Create Advert in the top right corner of your Facebook advertising dashboard. Now, you will be shown with the above screen, where you can choose whether you want clicks or conversions or other options you can see in the screen.
In order to track conversions, go for Increase conversions on your website option.
Now, enter your website and choose your conversion goal you wanted to measure. If your conversion goal is “Checkout” you can choose that or if your conversion goal is any other, you can choose from the listed options like leads, adds to basket, Registration or other website conversions.
I have used Registrations as my conversion goal. Now, give a name to your conversion goal and click on Create Pixel as shown in the above figure.
Now, you will be shown a screen like this with two options.
- I can add the pixel to my website
- Someone else will add the pixel to my website
If you select the option I can add the pixel, you will be shown with a code called tracking pixel or conversion pixel
You need to copy the code and place it in the final page where your user will be taken when your goal was finished. Suppose, if your goal is a sale to be happened, you need to place the code in the order confirmation page , so that, when the user has made the purchase, he will be finally taken to order confirmation page and your tracking pixel will be fired.
If your goal is different, then you need to place it in the final page of that goal.
Make sure, you place this pixel code in between <head> </head> tags of your final page.
See below for example:
If you select the option Somone else will add the pixel, you will be shown with the following screen
Enter the email address of your web designer to make these changes for you in your ecommerce website, he will be sent with an email containing the pixel code.
After you have placed the code, and proceeded further, you will be taken to the page to choose the objective for your campaign.
And you will be seeing an error saying your advert will not be optimized for conversions and will ask you to Refresh or Verify Now
If you have already placed the pixel code, click on Refresh so that it can verify whether it is tracking properly or not. Once it found out the code , the warning message will disappear and will show like in the following screen.
In the next step, choose your optimization, if you want Facebook to optimize your campaign for conversions, choose optimize for conversions
While creating your ad copy, under Advanced Options choose your conversion-tracking pixel which you have verified earlier, for track conversions of that ad copy.
That’s it, you have setup your conversion tracking with Facebook, now, whenever someone made a conversion, you can see them in your reports under Actions
Frequently Asked Questions:-
- How conversions are reported in your Facebook Ad manager?
A) Like I said in the above, you can see your conversions or sales or goals under Actions tab as shown in the above. If you are running different ads, you can see different numbers for Actions in reporting for their respective ads. If you are running an e commerce campaign, create different ads with different conversions your pixel will track so as to avoid confusions while reporting of Total Actions and Specific Actions reported in the Facebook Ad reporting.
Q) Can I use the same Tracking pixel code for all of my ads?
A) Yes! You can use the same tracking pixel code for different ads. You can choose Existing Pixel to use your same pixel code for many ads. See below
Q) How long your conversions will be tracked by Facebook?
A) They track in two categories
1) Clicks on an ad
2) Views on an ad
They track 24 hours , 7 days and 28 days.
Q) Already using private tracking softwares like Google Analytics, Adobe Analytics or other software, will it work on them?
A) Yes! You can integrate this Facebook tracking pixel on third party tracking softwares to tracking conversions and report them in your third party tracking softwares like Google Analytics.
Finally, I hope you find this article useful to you and you can now see how important is to track conversions and how it can help you to optimize your ROI.