Over the month of February, we're going to dive deep into leveraging the Facebook Pixel and tracking conversions that really matter. In the past we've talked about what the Pixel is, and how to install it [find a refresher here]. Last week we introduced Standard Events, and today we're going to discuss how to attain the same benefits of Standard Events, without coding your website.
If you haven't listened to last week's episode, I encourage you to do so, even if you're not techy. It's really great to understand both methods and what sets them apart.
- Custom Conversions are exactly that – CUSTOM ways to track CONVERSIONS.
- With custom conversions you will use the path of your URL (that's all the stuff after the .com/) to track conversions.
- It's important to note that this will ONLY work if your URL changes when people convert. So, after they submit a lead, do they go to a thank-you page? If you are not sure – test it out. Go to your landing page and take note of the URL. Enter an email in your lead form and click “submit,” then look at the URL again – is it different?
- You will also want to make sure that the path is always the same anytime a conversion takes place. If each subscriber is redirected to a custom URL path (for example with their subscriber ID in it) you will want to ensure you can isolate a pathway (a few words) that are consistent and unique for that action.
- Just like with Standard Events, Custom Conversions should track the page that the user lands on AFTER a conversion takes place. So, for example, a PurchaseCourse custom conversion would be tracked by the thank you page the user lands on AFTER completing their purchase.
- Creating Custom Conversions happens in your Pixel Dashboard. You will need both your Pixel Dashboard opened, and you'll need to have your website in a second window. I will demonstrate the exact process of creating custom conversions in a video which will be shared to YouTube and on my website in the shownotes at MegBrunson.com/72
- The benefits to this include:
- Creating audiences of people who have taken specific actions. Using Custom Conversions you can create an audience of people who have taken specific actions on your page, or visited certain pages!
- You can also use these audiences to create Lookalike Audiences – when creating a lookalike audience, think about what your goal is for your ad… then think about the people who have already done that thing… if you can create an audience of people who have already accomplished that goal with you, than a lookalike of THOSE people would likely be a strong audience to show a related Ad to! So, for example, if you want to get more people to visit your Lead-Thank-You page, target a Lookalike Audience of people who already visited your Lead-Thank-You page!
- Tracking more in depth analytics. We will dive into this section in a couple weeks, but basically, like with Standard Events, this will allow you to make more educated decisions about your ad performance, and understand your customer journey (troubleshooting your funnel if needed).
- Optimizing your ads for the conversions that matter most to you! Once you have set up your Pixel and Custom Conversions (or Standard Events), you will be able to choose the Conversions Objective so that you can optimize your Ad Delivery to get more of the conversions you actually want. Many times, I have clients who were running traffic ads because they wanted to drive traffic to their website, where they could then purchase their products… what they REALLY should be doing is running Conversion Ads to not only drive traffic to their websites, but to get people to take the next action that will directly impact their revenue.
- As mentioned last week, The way the Ad Algorithm works is that Facebook considers your objective and optimization goals when determining who to show the ads to… so if you run a Traffic campaign, Facebook knows #1 what people are most likely to click on a Traffic ad… and #2, Facebook will analyze the people who are clicking so that it “learns” who of THOSE people is clicking – then optimize your delivery appropriately. If you switch the objective to conversions, you will see better results because Facebook will show your ads to the people most likely to take THAT action.
- Creating audiences of people who have taken specific actions. Using Custom Conversions you can create an audience of people who have taken specific actions on your page, or visited certain pages!
Remember: Facebook WANTS you to be successful – so it's intentionally designed to be an amazing powerhouse, allowing you to target your ideal client with precision so that you can generate a Return On Investment that you'll want to REinvest in Facebook Ads. Because it's so intricately designed, it can be confusing… which is why I encourage you to subscribe to this podcast, and join the FREE FamilyPreneur Community. I really love helping other business owners have their “ah-ha” moments, where Facebook marketing finally CLICKS and they can take back their time and leverage the Facebook platform for the robust marketing tool that it is!