[Episode 78] We are wrapping up a month focused on the Facebook Pixel and today we're going to discuss tracking the Pixel analytics that matter for your business from Ads Manager. Before diving into today's content, I suggest that you ensure you've checked out what the pixel is and why you need it, standard event tracking, and custom conversion tracking — those are all helpful to have at least a basic understanding of before diving into this content today!
- From an analytical standpoint it's important to understand what sets Facebook Pixel tracking apart from Google Tracking
- Google tracks using cookies – limited to tracking based on the last-click (where people were immediately before clicking over to your website).
- Facebook tracks using Facebook profiles – extending across devices, anywhere you are signed into your Facebook profile… and with an attribution of up to 28-days. Above and beyond what Google has the capability to track.
- Having conversion tracking set up can be SUPER informative, if your final offer differs from your current ads optimization goal. Either Standard Events or Custom Conversions will do.
- You want to have tracking set up for the things you are optimizing for now – and anything you may be optimizing for in the future.
- I always encourage tracking each step in the customer journey (or sales funnel) for your specific website/offer.
- With the 28-day attribution period, it means you may sign in to Ads Manager 4 weeks after your ad stopped running, and you may see more conversions. You can also use this attribution period to your benefit to see how many of those people took further actions, like purchasing a product at the end of an email sequence. And those stats can totally alter the conclusions you draw from your ads.
- A mistake I see often: You test multiple variables to see which gets you the lowest lead. This strategy is good at it's core, but the issue is that many people pass judgement too soon. Listen to the podcast episode for a full breakdown on why this matters for your business, and how to know WHEN and HOW to judge efficiently.