How to Track Conversions


Market Your Online Store with Facebook


Lesson Info

How to Track Conversions

So let's, talk about tracking conversions here, so this is really important. We talked a lot about how do, why we should track and what we should be tracking and with ads it's really important to track your ad conversions to so when you are doing a facebook ad, this is a screen shop of or screenshot of one of my facebook at campaigns, I cut out some of the stuff that was in relevant by you fear it tells me what my results were self for this one, my incentive was to get more people to convert, and it tells you how much I paid for conversion. It also tells me how many people it reached one my budget wass for that particular audience and how much money I spent. So how much money I spent total so this is actually probably we'll see where it suspended eight that cyril, because for that particular day might, when I took the screen shot, that campaign had paused, but if this was during the campaign, I would actually see how much money I was spending today, too. So the reason this is great is ...

because you can see there's a lot of places where I'm targeting a different audience, and I'm paying a lot of money and paying up to forty three dollars. Forty six dollars per conversion and this was people who are opting into my email so now that's a crazy amount of money to spend for one person to be signing up for your email list and for me, I know that that kind of audience each one of these points is a different audience that I was targeting and that's where I was talking about before words so important to know who you're targeting and to get really specific because you'll see in my case here it didn't make sense for me to keep running this ad to this audience that was costing me forty four dollars per lead. But when I'm looking at this, I know for example, that this particular audience is on ly costing me a dollar eighty four so the reason I want to know this is because I want to take my budget that I have for this campaign and spending more on people that are costing less and cancel or tweak those ads for people that are costing me more so you'll see here it's a wide really wide range and that's why I would recommend when you're first starting out with facebook at you have to be constantly monitor in this I would look at this a few times throughout the day just to see what's going on and to see what's working and what's not working and right away I turned off the ad that was costing me forty six dollars and forty three dollars and forty four dollars and so on and I put more of my budget towards the other ads but then you'll see as that they goes on and as the week goes on, this might change again so it's all about tweaking and seeing what's working and it could be that your actual graphic isn't working or it's not speaking to the right audience I know for me from one of these I was targeting entrepreneurs that have handmade products, but in my ad I was using the word e commerce because it was all about getting more traffic terry commerce store now if I really think about it entrepreneurs that have handmade products most of them don't think of them themselves as e commerce entrepreneurs they might think of themselves as crafters or handmade entrepreneurs, so I would take a look at that ad and think over the word e commerce is obviously not speaking to my audience here. What other word can I use to tweet that and make them respond more so as soon as I put the word handmade specifically for that audience, my conversions increased and my cost per lead really one down so you have to think about this as you're running your campaign so you can't just sort of sit there and let your campaign when you do have to be active and see what's working and what's not working as you're moving along yes, I think you just answered this but so for each of these are they campaigns is that what we call each of these air separate campaigns and so you're having you're creating a different graphic for each one of those or you can yes you can't these are actually this is the same key campaign but I'm targeting different audiences so you can have different graphic show for different audiences within the same can be exactly yes so you're canceling it after you've paid or that already paid ok so you can't say I will only I'm only willing to spend as much per lead you could do that as well yes so with this particular campaign and we're gonna talk about that too because you could say I only want to spend fifty cents per click or I only want to spend fifty cents per liter or this you can target that as well. But for me the way I usually like to set up my facebook campaigns is that I like tio minimise the amount that that I'm spending and facebook automatically adjust that for you so I don't think you actually night eight about you can say how much you want to spend her leave but you couldn't say how much you want to spend per click so but again if you're spending fifty cents per click it might take tank licks before someone or ten different people to click on it before one of them will become a customer so you can't really control how much you're spending per league by you can control how much you're spending per click is that it was costing you more to use the word e commerce over such is that that particular word was not converting? Yep it was that because this particular campaign was I was paying for thousand impressions which means how many people are seeing your ad a thousand four thousand people were seeing it and only one person clicked on that ad that's going to cost me a lot more because I'm still paying for the thousand people that are seeing it but not everyone is taking action so for some of the other ones maybe three thousand people are seeing it and more people are taking action so yes for this particular campaign people were seeing it and I was paying for people to see it but they weren't taking action and this campaign was set up to track my actions not t to track just people seeing stuff. So does that make sense? Yes, yes and you can set up your campaign according to what your goals are and for me I what I usually do is I'll set up a campaign that pays her impressions for thousand impressions and then I look at how much my average cost is and then I'll know, maybe when I want to set up a more specific campaign, then I'll know about how much I couldn't get or I could spend per click. But usually this gives me a good idea of how much I should be spending per click for later campaigns, because oftentimes it's hard to know right of people are clicking, and they like your ad, but they're not converting. That doesn't make sense, either, so I always recommend starting out with letting facebook do it thing and trying to maximize the results for the lowest amount of money, and based on their formula, this is what they gave back to me about what's working and what's not working, so yeah, so you'll see here huge range of things that I'm testing and audiences, and this is even where you could go, and maybe you want to serve the same add to your mobile visitors well, which we're going to talk about, as opposed to people that are on facebook, on their laptops, your ad is going to show the friend your costs could be completely different. So you really want to set up your campaigns based on all of these different specific, so I'll have with different campaign for mobile than I do for for thus stop, even though it's the same exact ad and the same exact types text, but I'll track it differently into two separate audiences to see if my paying more from from people that are on a mobile device rather than people that are on a desktop device, because oftentimes some things are easier, like it's easier for someone tio answer their name and email address at an opt in page or that's all they have to d'oh, as opposed to if I'm having the sale and asking them to shop on their mobile phone. So because more people might not be ready, let's say to shop on their mobile phone when they click through your ad, they're not converting as much because shopping on a mobile phone could be a little bit harder on your website than it is to do on your through a desktop. So there's a lot of different factors that go into this, and I don't want to overwhelm all of you with all of these different things, but this is just to get you thinking about what goes on behind the scenes and facebook and the types of things that facebook actually is asking you to think about and to be strategic about as you're setting up your ads, all right, any other questions about that? Yes, tracy human cost per click, our cost per impression we'll talk about that in a second to you up, and I'll have a screen shot, too. So that both are good for different reasons, so the pine totally depends on your scenario and why you're trying to do all right. So now let's, talk about how do you actually track all of this stuff? Because facebook doesn't track your conversions automatically, they contract your clicks and contracts all of that stuff, but they don't know what's actually converting on something that lives on your own website that's up to you to do and to set up as you're setting up your facebook at. So you have to set up what's called a conversion tracking pixel, and it really is really simple. You go to facebook as you're setting up your campaign, I'm going to show you a screen shot of that in just a second. You create your pixel, you install it and check that it's working verified on your website, then you can add your pixel to the ad and then check they make it super easy, right to check and see what's working and what's not working. Now, if I didn't have a pixel installed, I wouldn't have been able to see any of these numbers. This cost per conversion, I wouldn't have been able to see that here, and you don't always need a pixel, but I do recommend that you track everything through a pixel when you're setting up your facebook at elizabeth it's a different pixels that each ad campaign that you have? Yes, sort of. So the pixels are based. Sit on your goal with why you're trying to target. So when I was showing you before all of, like, son traffic to your website, optimize your all of those are set at the campaign level, so you would have a pixel for that campaign. So does that make sense? Yes. So it's the each one that you get a different yeah, so you wouldn't have a pixel, a different pixel for different acts cause all of your ads are sending people to the same place by your targeting different audiences. So the pixel is for that place that you're sending people to, not necessarily for who you're tracking or who you're serving your at two. Does that make sense? Yes. Ok, so the way you set up a pixel is you go here, and facebook will guide you through all of this as your setting up your ad campaign, so it will say, ok, now that you've done this and you've selected your budget, it's time to set up your tracking pixels so you can still run ads without it. I don't recommend it, because it's hard to know what's working and what's not working, but you couldn't check here what it is that you want to track for and this is relevant to your goal that you first set up with your campaign. So do you want to track check out? This is for example, if you really want to see how many people actually buying from you, this is where you would track that and then the pixel would go on your check out page in your online shopping card. You can also track registration so let's say you have a weapon are or maybe you're holding a local event you contract registrations from that if you want to track leads, this could be maybe people that are signing up for your email newsletter oftentimes the registrations and leads you can use interchangeably I've used both and they both sort of test the same or track the same thing, but registrations might be a little easier to sort of understand what you tracking when you are getting people to maybe register for something as opposed to just give you their email address to get a downloaded a book or something like that. So they pretty much the same thing from from what I've seen with my experience but it's just two different words that, depending on your campaign you can choose you can also try track page views and adds to card and other website conversions and so on so whatever it is you want to track facebook and give you a pixel you'll put that takes on your page it looks like this actually so I know this could be a little like well, what is that? But it really is you just copy and paste this into your own web site where you want where your action is going to be taking place so if you want to send people tio sign up for your newsletter that will that pick so she'll be placed on the newsletter sign up confirmation page not on the page before where people haven't entered their name and email address yet if you want to track how many people are shopping, you would send them to the page where they actually after they've checked out that's where you put your pixel so you have to be really careful. I know when I first started doing facebook ads I would put my pixel on my web in our registration page so yes, that will tell me how many people came to that page but because my pixel wasn't on the confirmation page after they signed up I would have no idea how many people actually signed up and submitted and gave me their email address so am I look like my cost per lead is much lower because ten thousand people are going there but maybe only one thousand them are actually signing up so you have to make sure you put your pixel on the page after people have taken action were it's confirmation that they've done the thing you wanted them to do yeah I've just remembered I created a pixel for the league pages I think that I'm not sure how I did it and if it's in the right section on how to have to check yeah so lead pages has as you're creating your page they have a place where you can track your conversions and this is where you would take this texel and copy and paste it into your lead page conversion tracking area or you would put that in there so I guess that's how you did it so yeah sometimes there's so many steps but I think they do a really good job of walking you through every single step but there are a lot of steps that you might have to think about and take and sometimes it's like oh it's working but I have no idea how it got there but they sort of do a great job taking you there and leading you along the way yeah but yes so on your lead pages yes you know we have a question that just came in so he wants to know are you able to take this bit of code and put it on say your etc page or another sales page or does this need to on ly connect with your website or something that you actually own that that yeah, you know, I haven't sold on that scene a while, so I'm not sure if you could add conversion tracking pixels on, etc. I doubted if anyone cells on etc if you know, but I don't think you contract much of what goes on on so that's. Why another reason why? I would recommend you have your own web site because there's nothing worse than running an ad for your latest product, sending people to your etc shop, and then they go because they found something else that looks similar and might be cheaper or my might be they think it might be better or something like that. So having your own website, it is even more important when you're running facebook ads. Yes, this is where can shopify because you can go into the code. Yes, you're going the code on, etc. Yeah, no, because shopify really is your own online store. You have full control over the look of it, the checkouts, everything so on. Shopify. Yes, absolutely. You can put it in there and I think shopify and some of the other big online shopping cards they do a really great job of making it easy for you to place your conversion tracking pixels directly on a specific page or throughout your store. Yeah, but I don't know I don't think you could do that on etc I if someone knows otherwise please correct me but last time I was selling on their you couldn't really try anything other than the statistics that they give you. So this is another again another screen shot and I sort of broke this down into two different areas this was one long track anything that I saw in my facebook power editor but this is really what you and this is just one little campaign I was actually promoting a post and this was again with my launch that I did a little while ago so I was promoting this and you can see here how many people have reached the frequency, the impressions so all of this information you can get directly from your you're tracking dashboard so this is you'll see how much things cost you you see one makes sense what you could tweak maybe you want to spend that fifty dollars. I would say for me for this campaign it was pretty successful because a cost per click of forty nine cents that's pretty affordable for facebook and I got seventy six people to take action to do whatever I was tracking at that point and for me that definitely made a lot of sense but this is also a good idea because if you see you could get something where you're paying almost five dollars, per thousand impressions, and you do another campaign where you paying twenty dollars, for those impressions, this is more of them could be for the per click campaign. I know this is all so much information, but you really need to look at this as you're running your facebook ads, so you can see what's working for you and what's not working for you, so tracking is critical, because if you don't know what's working, you really are throwing money away. You definitely don't want to be spending fifty dollars per lead or fifty dollars per person taking action, so you want to constantly monitor this? I would say the first week that you're running your campaign, keep checking a few times a day and adjusted accordingly and adjusting can mean tweaking your actual ad. It can mean completely pausing, showing your ads to that specific market it could, or that specific audience it can mean maybe breaking up audiences and narrowing it down even more. Maybe you had best up and mobile all in one place, and how you want, tio see if there's a difference in cost when people are saying you're at on mobile versus when they're seeing it on a desktop, and so on, so everything you want to be paying attention to and tracking constantly and do more what's off what's working. I know I've said this before, but do more of what's working and less of what's, actually not working. And when you're running, your facebook ads campaign again, make sure to monitor constantly and daily really hourly. I was doing for the first few days that my campaign was running.

Class Description

For busy small business owners, the constant updates Facebook makes to its functions and features can be overwhelming. In Market Your Online Store with Facebook, Andreea Ayers will help bring focus to your Facebook marketing strategy and show you a reliable way to connect with and grow your online audience.

Andreea has deep, first-hand experience with marketing a small business online and in this beginner-friendly class she’ll tell you exactly what you need to know to make Facebook work for you. Andreea will teach you how to:

  • Post updates that engage your community and drive them to your site
  • Grow your email list using Facebook advertising and targeting features
  • Strategically run a Facebook contest to build your audience

Market Your Online Store with Facebook will help you feel more confident that time you spend on Facebook is bringing the right people back to your online store.

Click here to view and purchase Andreea's Increase Your Online Sales bundle.



Andreea is easy to understand and is so personable. She has a great mastermind group on Facebook too. She really cares about helping us all and has great information that is really relevant.