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Level up your Facebook tracking the easy way

Posted on 17th May, 2019 by Gavin OCallaghan

Social Media

Facebook has always been a great platform for businesses to reach new customers and engage with their audience but setting up anything other than the basic Facebook pixel has always been difficult. And, when we say difficult, we mean laboriously hard, complex and often expensive. So, when the news was announced that Facebook a new tool to help advertisers set up event tracking without the need for coding, we couldn’t wait to give it a try.

How to set it up

If you are already using the Facebook base pixel on all pages on your website, then you are already halfway to being setup. For best results the tracking pixel code should be placed on every page on your website, template files are often the best way to achieve this e.g. a header file.

Once you have got the base pixel setup, you’ll need to head over to the events manager settings page and select “Track Events Automatically Without Code”. You can now use the Event Setup Tool to navigate your website and to create trackable events and actions for elements that you want to track on your site.

What you can track

The tool lets you track a full range of actions such as a button click, an internal and external URL, adding an item to your cart and purchases. There is also functionality to help advertisers to track the value of purchases and the setup tool guides you through how to add in this data with your events.

There are many standard events that Facebook lets you track which include: contact such as email, form, phone call, view of a key page, add to wishlist, checkout, purchase, carry out a site search and many, many more.

Testing your setup

One of the easiest ways to test the setup of your Facebook event tracking is to install the Facebook Pixel Helper plugin for Chrome. Once installed simply navigate to a page with event tracking in place and click on the Facebook Pixel Helper to see details about the events that are being tracked on that page. You can view details about each event being tracked and if there is a green tick next to it that means that it is working correctly.

Another way to test your Pixel tracking is to visit the Events Manager section of the Pixel page on Facebook and to head to the diagnostics tab. This will help to flag up if there are any problems with your pixel or any missing information so you can quickly resolve any problems with your tracking.

Facebook Pixel uses

Now that you’ve got Facebook tracking events on your website you can start looking forward to better data to help you meet your marketing goals. As well as helping to show you the impact of your social advertising and which campaign and adverts are generating a positive return on ad spend for your business you can also use Facebook pixels to help tailor your advertising campaigns and reach custom audiences.

So, if you wanted to offer a 10% discount to everyone who has added a product to their shopping cart on your website without completing a purchase that’s exactly what you can do with a custom audience. Not only does tracking events help to give you a better insight into the performance of your Facebook advertising campaigns, but it also helps you reach the right audience at the right time and help to entice them back to your website.

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