Module 3: Lesson 2
Why Ad Conversion Tracking Is Critical
Facebook ads work via optimized bidding—expect to achieve your ad objective and not much else. For
example, website traffic ads work best for sending people to your website and are not effective for other
objectives such as engagement, leads, and sales. Each ad does one main thing, and the biggest mistake
you can make is to select the wrong Facebook ad for your objective.
Different ad types are useful for different objectives:
• Boost your post—awareness
• Promote your page—fan growth
• Send people to your website—website visits
• Increase conversions on your website—leads/sales
• Get video views—video views
A conversion is when someone does something that you want them to do (usually, giving you their email, or
buying something) The three type of Facebook conversions include:
• Lead conversions—email acquisitions
• Sales conversions—purchasing
• Viewing a key page conversions
Here’s how the process works: Someone sees an ad and clicks on it, which takes them to your page (a
squeeze page, thank-you page, lead form), where they perform an action (giving you their email, buying
something). In every case, they end up on a page where the conversion pixel fires, and tells Facebook that
the person took the action. The ad gets credit for a conversion, and you know that it worked. Facebook also
places a cookie on that person’s computer so that up to 30 days later, if they come back and convert, it’s
still recorded as a conversion.
Take the following steps to set up conversion tracking within the ad manager:
1. Click “Tools” and then “Pixels.”
2. Select “Conversion Tracking Pixel,” and choose the type of conversion you are tracking.
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Module 3: Lesson 2
Why Ad Conversion Tracking Is Critical
3. Name your pixel, and click “Create Pixel.” You can then view the code and email it to others, including
your programmer.
It’s time to create and set up one type of conversion code. The way to know that the code is working is to
do a test conversion, and then make sure that that conversion registered in your reports. If it didn’t register,
go back and check your setup. Keep testing until you know you have a functional conversion code. ß
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