If you’ve ever tried Facebook advertising, you’re more than likely aware of the very real, and important requirement to use your pixel – a short piece of code that is placed on every single page of your website to keep track of website hits coming from your Facebook ads.
But for many online businesses selling direct to consumers, there is another level of reporting required from your ads. That is, how much does it cost me to acquire a new customer and which of my ads are leading directly to a purchase. Knowing this information is crucial if you want any kind of success from Facebook ads as it allows you to optimise and test ads out accordingly.
There are two ways to track sales made on your site from your Facebook ads. The first is call Custom Conversions and the other is done through Standard Events.
Without causing too much confusion here, just know that only Standard Events allow you to retarget people that made a purchase (ex: if you wanted to cross-sell or up-sell) and create Lookalike Audiences. So, for the purpose of this post, we will be exploring Standard Events and how to set these up.
To Set Up a Standard Event
Creating a Standard Event is two-fold:
- Part #1: Insert Standard Event Code on Site
- Part #2: Create Custom Audience for your Standard Event
TYPES OF STANDARD EVENTS
There are 9 different user actions (or standard events) you can track, these include:
PART #1: INSERT THE STANDARD EVENT CODE ON SITE
To add Standard Event code to website:
- Go to your Ads Manager.
- Click Tools > Pixels
- Click Actions and select View Pixel from drop-down
- Copy the Standard Event Code you would like to use from the Add Conversion Tracking list
- Paste the event code on your website (see important note below in Step #5)
Once you have accessed the Pixel tab in ads manager, select View Pixel from the Actions Drop-down.
Below the Add Conversion Tracking you will see nine short codes, these are the nine available Standard Events. Copy the one you would like to use. For example, if you are tracking people submitting a contact us form you could use Lead here.
There are two important things to bear in mind when you’re pasting standard events to your site: where to insert the code on your site, and what pages on your site you place it on.
- You want to place the standard event before the closing </script> tag within the base code (see the screenshot below). This ensures that the pixel will track the correct behavior or actions. You also have the option to change the values.
- Only place the code on pages that correspond to the event that you’re tracking. For example, if you’re tracking purchases, only add the code to the pages where purchases are confirmed (ie: the thankyou page).
Access the PixelYourSite plugin from your WordPress dashboard. Select Standard Events Setup from the top.
Paste in the Event Code and click Activate Standard Event. Click Save.
VERIFYING STANDARD EVENT CODE
To see if your Standard Event is working properly, simply head back into the Facebook Pixel tab, select Standard Events from the bottom, your events will all be listed here. You should see a green button next to correctly installed events – please allow up to an hour for Standard Events to show up once installed on website.
PART #2: CREATE RETARGETING AUDIENCE
To create a Custom Audience from your Standard Event:
- Go to your Ads Manager
- Click Tools > Audiences
- Click Create Audience from the top bar > Custom Audience
- Select Website Traffic
- Select Custom Combination from the Website Traffic drop-down
- Select Event from the URL drop-down. Choose your event
- Add time parameters (optional) and give your Audience a name
- Click Save
Click Create Audience.
Select Website Traffic
Select Custom Combination from the drop-down.
Select Event from the URL dropdown.
Note, only events that are correctly tracking will show up in this field