Event tracking for cost efficient digital marketing
Event tracking in digital marketing
One of the most important know how in digital marketing, is targeting the right audience for your campaigns. Without targeting the right audience, you will be spending on ads without maximizing return on investment. A lot of companies I’ve come across, have their event tracking setup wrongly or even worse, no tracking at all.
Surprising right ? I was too.
There are lots of tools out there to help ensure that your campaigns has the highest impact and conversion tracking will help justify it. With this article, we would be running through Facebook pixel implementation – one of the most common yet comprehensive tool.
Facebook offers various pixel events and analytics to help you tap into the right audience and maximize campaign impact. Fortunately, these tools are user-friendly and don’t require in-depth technical knowledge to understand and implement them.
Facebook launched a new version of their pixel mid 2016 with aggregates the two main tracking (Conversion Tracking Pixel and Website Custom Audience Pixel) into one system. Both are essential tools that offer a unique set of benefits.
The conversion pixel tracks various user events that happen on your website using a code snippet called pixel. In the this case, facebook provides the pixel that are added to selected pages on the website. This pixels tracks various user actions, like when a new lead is acquired, or when a purchase is made and so on. Basically you can track user journey from your ads till a conversion is made.
The website custom audience uses its own set of pixel which are similar to conversion tracking. In this case, the pixels records all facebook users IDs that visit your website and lets you target them at a later time in a custom audience. Custom audience is brilliant for re-marketing, as its target people who have interacted with one or various pages on your website, there by increasing the chances of conversion.
Implementation of facebook pixel on website
Implementation of the the new facebook pixel is pretty easy. All you have to do is, head to your facebook business account and navigate tools as seen below.
Then click on pixels, this would prompt you to create a new pixel for tracking.
Go ahead and create a pixel under the facebook pixel tab, if you don’t already have one. You would then be prompted a with a screen to fill in the name for the pixel, this is just a name for you to remember which account the pixel is created for.
After adding the pixel name, option to select your integration method will be shown. You can use partner integration on major CMS system like Shopify, WordPress, Woo-commerce, Magento, Google Tag Manager and so on, which are pretty straight forward. But sadly, If your CMS is not listed as one of a the partner and you don’t have Google Tag Manager installed, then its back to the old ways of copy and paste.
The pixel code is then auto generated after you select the implementation method.
After the pixel is setup with the basic page view event, you can proceed with creating various event pixels for indepth conversion tracking. The implementation is smiliar to the copy and paste step above, you just need to set certain values for the conversion. For example:
Setting up event values better enables Facebook reach out to the right lookalike audience, both the value and the currency are needed. List of event required fields and naming convention.
Must have events for effective Facebook marketing
- Page View
- View Content – Setup is not completed until you setup a product catalogue.
- Add To Cart
- Initiate Checkout
With the above events, you can lay out your funnel with ease and target them appropriately.
Setting up custom audience
Custom audience creation is easy. Navigate to the pixel under tools in your business account and you should see the overall pixel trigger count.
you can create more conversion triggers or in our case a custom audience by selecting the respective button.
On this screen you will be asked to make selection on the web traffic (people who visited specific page, your website in general or a combination of both) and also the duration. Its up to you to choose what works best for you.
After creating your custom audience, you can use the saved audience by selecting it when you create an ad campaign on facebook.
In conclusion, implementation of facebook pixels is very vital in facebook marketing, especially for your bottom funnel re-marketing.