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How to track Facebook ads conversions

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Conversion tracking helps us measure the return on investment of Facebook ads by providing the information about user actions that happen after users click on one of our ads. Find out more on http://bit.ly/conversion_tracking

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Page 1: How to track Facebook ads conversions

Degordian

Conversion Trackingby Ivo Novak, Traffic Manager & Petra Milin, Traffic Manager

03.06.2014.

Page 2: How to track Facebook ads conversions

Conversion tracking

• Conversion is specific action that your visitors do on your site

• Many actions can be conversions, it depends on your goals

• Some of possible conversions are payment, sign in, newsletter subcription, video play, etc.

Page 3: How to track Facebook ads conversions

Conversion tracking

• Helps to measure the return on investment (ROI) of Facebook ads

• Until recently it was only possible to monitor Facebook activity that user did after clicking on ad

• Now we can track the web activities and it is great

• Facebook conversion pixel - a tool for finding desired information

Page 4: How to track Facebook ads conversions

Conversion tracking – why you should use it?

Ad Reach Clicks CTR CPC SpentAd1 4984 2038 0,081% 0,04 79,09 €Ad2 4297 379 0,795% 0,05 19,00 €Ad3 984 155 0,073% 0,04 6,95 €Ad4 941 83 1,915% 0,03 2,60 €

Sample data: Clicks

Winner: Ad1

• In this case, ad with highest number of clicks is the most successful one

• Don’t be fooled by absolute metric and one-dimensional statistics like number of clicks, it doesn’t mean much on its own

Page 5: How to track Facebook ads conversions

Conversion tracking – why you should use it?

Ad Reach Clicks CTR CPC Spent

Ad4 941 83 1,915% 0,03 2,60 €

Ad2 4297 379 0,795% 0,05 19,00 €

Ad1 4984 2038 0,081% 0,04 79,09 €

Ad3 984 155 0,073% 0,04 6,95 €

Winner: Ad4

• CTR (Click-through rate) helps us get a clearer view of the percentage of people that click on ads

Sample data: CTR

Page 6: How to track Facebook ads conversions

Conversion tracking – why you should use it?

Ad Reach Clicks CTR CPC Spent

Ad4 941 83 1,915% 0,03 2,60€

Ad1 4984 2038 0,081% 0,04 79,09€

Ad3 984 155 0,073% 0,04 6,95€

Ad2 4297 379 0,795% 0,05 19,00€

Sample data : CPC

Winner: Ad4

• CPC or cost per click (or CPM) is important metric for optimizing

• It shows us ads that are more expensive than others

Page 7: How to track Facebook ads conversions

Conversion tracking – why you should use it?

Ad Conversions Conversions value

Spent CPA

Ad3 8 400€ 6,95€ 0,86€Ad2 9 450€ 19,00€ 2,11€Ad4 1 50€ 2,6€ 2,6€Ad1 9 450€ 79,09€ 8,78€

Winner: Ad3

• Within these ads we had implemented a conversion pixel and set that one conversion has a worth of 50 €

• Ad 3 has the cheapest CPA, price of its conversion is only 0,86 €

• Without conversion pixel, we would be guided with incorrect data which would lead to a lot of wasted money

Page 8: How to track Facebook ads conversions

Conversion tracking - summary

• Determine main aim of the campaign • Easy implementation• Helps you to calculate CPA and guides campaign optimization• You can use other biding options like oCPM• Leads to lower CPA and better ROI• Measure it, then measure it again• Learn how to use data