Measure the true performance of your Facebook ads by measuring conversion pixels
Facebook Power Editor allows you to manage your Facebook ads easily, but also offers tools that are not available in the Facebook Ads Manager. Today I'm going to talk to you about conversion pixels. These allow you to see if the user takes the intended action once they click on the ad, so you can see if your ad is working.
To begin, you should know that Facebook Power Editor is a web application that can be found at the following address (under Chrome): https://www.facebook.com/ads/manage/powereditor/ . This tool is for advanced use of Facebook Ads. If this is your first time with the tool, you can go read our Intro to Power Editor article and come back afterwards.
WHAT IS A CONVERSION PIXEL?
A conversion pixel is a 1 pixel by 1 pixel image that allows users to be tagged. In the context of Facebook ads, it is to check if the person has done the intended action.
WHAT'S THE POINT?
As part of my article, I'm going to explore a very handy feature: check for participation in a Facebook contest . Of course, it can be used to manage adding a product to the cart, buying a ticket for an event and even more.
If I continue with my example, we will place it on the contest submission page to check if the user has indeed entered the contest after clicking on the ad.
HOW TO INSTALL IT?
Inside Facebook Power Editor, click on “Conversion Tracking” in the left column and on “Create Conversion Pixel” afterwards.
Thereafter, give an explanatory name to your Pixel and choose the category. I chose “Key page views” for a promotion. Next will be displayed the code to give to your programmer to add it to your Facebook application / Website.
Facebook shows you the status of the current pixels:
Then, if you go into the creative of the ad that will need the conversion pixel, you can enable the option to track conversions using a conversion pixel. This is where your previously created pixel will be chosen.
Your advertising is now ready to follow everything!
TRACK CONVERSION PERFORMANCE
To track conversion performance, you need to go to the Facebook Ads Manager reporting tool in the left column.
Next comes a long way to add conversions to the report:
- Edit Columns
- External (URL)
Eventually, you'll be able to see which ads drove the most conversions and optimize ad campaigns.
It may be good not to pay a lot for a click, but it's even better not to pay a lot for a click that converts.
Some tips for better conversion:
- Add precise calls to action that are directed at your target
- Do not hesitate to go to specific interests and make segmented advertisements according to interests
- Always make at least 2 variations of the same ad to see if a small change can make a difference
- Always use an image related to your target audience that will capture attention without being too superficial
- And even more!