Create high-performing Facebook campaigns with increased CTR & reduced CPA
If you’re looking for the best way to improve your Facebook advertising, tracking what happens on your website is a great start. By using event tracking for your Facebook ads, you’ll be able to see when someone completes a goal on your website and if they came from one of your Facebook ads.
By feeding your website data into Facebook Ads Manager you will be able to easily identify which campaigns, ad sets, and ad creatives are leading to conversions, and which are not. This will give you the power to make decisions and improvements based on data, not just a gut feeling.
Now, you might be thinking that you’re already tracking who clicks on your Facebook ads and that this is enough. Well, if you’re looking to improve your Facebook ads performance, it’s not! There are a huge number of benefits and opportunities to adding custom event tracking to your Facebook ads. This is where you can take your Facebook advertising strategy from basic to brilliant.
Here are just three of the advanced Facebook advertising strategies you can perform once you’ve set up custom event tracking in Facebook.
Create Facebook Ad Campaigns Designed to Optimise for a Specific Event
Once you’ve set up events in Facebook, you’ll be able to start creating new Facebook advertising campaigns that will automatically optimise themselves to generate more events.
For example, if you want to drive enquiries or purchases (which are termed as “events”) from your Facebook ads, you can choose to target that event when creating your campaign. Facebook’s Artificial Intelligence (AI) will automatically start optimising who your ads are shown to in order to deliver the most events – ensuring you are getting the biggest bang for your buck.
Target Your Facebook Ads to Different Points in the Sales Funnel
By creating multiple custom events in Facebook, you’ll be able to set different marketing objectives for each of your Facebook ad campaigns. Here are some examples of events you could create and set for different points in the sales funnel.
|Funnel Position||Marketing Objective||Facebook Event|
|Top of the Funnel||Brand Awareness||Watch 50% of a video|
|Middle of the Funnel||Product Consideration||Download a pdf brochure|
|Bottom of the Funnel||Purchase||Complete checkout|
Reduce Your Facebook Advertising CPA
Cost-per-acquisition (CPA) is a bit of a digital marketing buzz word because companies love it as a ROI (Return On Investment) metric. Using custom event tracking for Facebook ad campaigns will allow you to determine what your average Facebook advertising cost is to acquire a customer.
Knowing your Facebook CPA will allow you to analyse your Facebook ads to determine which locations, demographics or ad creatives are delivering the highest and lowest CPAs. From there you can make strategic decisions on how to reduce your overall CPA based on the data in Facebook Ads Manager.
How to Track Custom Events in Facebook
Now that you understand the value of adding custom event tracking to your Facebook ads, let’s talk about how to feed event data into Facebook Events Manager.
The usual process would require you to have access to the website’s CMS or code and be able to publish unique scripts on certain events. Unless you’re a developer, this would be quite a complex process. That’s why we’ve got this handy trick to fast-track this process by using Google Tag Manager.
Prerequisites: To follow the process, there are two platforms you need to have set up already. Facebook Business Manager and Google Tag Manager. You will also need to have already set up event tracking in Google Tag Manager, most likely for Google Analytics.
How to Install Facebook Pixel in Google Tag Manager
To allow Facebook to have access to your website’s page view data, you will need to install a Facebook Pixel in Google Tag Manager.
Step 1: Log in to Facebook Business Manager, go to Events Manager and click on the Details button of your Facebook Pixel.
Step 2: Click Set up and select Manually install the code yourself.
Step 3: Click on the large pixel code to copy it to your clipboard.
Step 4: Open Google Tag Manager and create a new tag. We recommend naming the tag something easy to identify like ‘Facebook Pixel’.
Step 5: Click on tag configuration and choose Custom HTML. Paste the Facebook Pixel code in.
Step 6: For the trigger, select All Pages.
Step 7: Save and Publish the tag.
How to Trigger Custom Events in Facebook Events Manager
We will now use the already existing event triggers in Google Tag Manager to feed the data to Facebook Event Manager.
Step 1: In Google Tag Manager, open the existing tag of the goal you wish to feed through to Facebook Event Manager.
Step 2: Click on the kebab menu in the top right and select Copy.
Step 3: You will now be looking at the duplicated tag. Change the name to identify this tag as the Facebook event e.g. ‘FB – Event – Enquiry Form Submission’.
Step 4: Under Tag Configuration, click the pencil icon twice to edit the tag and change the tag type to Custom HTML.
Step 5: Insert this tag:
<script> fbq('track', 'Search'); </script>
Step 6: To customise the event label, change Search to reflect the event e.g. Enquiry Form Submission’. Make sure you keep the apostrophe either side of your label.
Step 7: Test the tag in Google Tag Manager Preview Mode. Click Save and Publish.
Step 8: Open Facebook Events Manager to view your new event in the graph and data displayed.
Step 9: Repeat this process for every event you wish to track in Facebook.
You’ve set up custom event tracking for Facebook ads!
You’ll now be able to create Facebook ad campaigns to target event actions and use the new data in Facebook Ads Manager to improve your Facebook ad performance.
Tracking custom events in Facebook is just the tip of the iceberg for how we use data to produce high-performing digital advertising for our clients. If you’re interested in reducing your CPA and improving your ROI, contact us to discuss how we can deliver extraordinary results for your business.