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Facebook Ads Conversion Tracking for Holiday 2021

Published on: December 7 2022 by Paid Media Pros

If you are planning to advertise your products or services on Facebook during the upcoming holiday season, it is essential to track the conversions to measure the effectiveness of your ad campaigns. Facebook Ads Conversion Tracking is a powerful tool that helps you to monitor and optimize your ad performance, and in this article, we will guide you through the process of setting up conversion tracking for the holiday season.

Step-by-Step Guide:

1. Create a Facebook Pixel: A Facebook Pixel is a small piece of code that you need to add to your website to track the actions of your website visitors. To create a pixel, go to your Facebook Ads Manager and click on the Pixels option under the Measure & Report section. Follow the instructions to create a new pixel.

2. Install the Pixel on your Website: Once you have created the pixel, you need to install it on your website. Copy the pixel code and paste it into the header of your website, just above the closing tag.

3. Choose a Conversion Event: A conversion event is the action that you want to track on your website, such as a purchase or a form submission. To choose a conversion event, go to your Ads Manager and click on the Events Manager option under the Measure & Report section. Follow the instructions to create a new event.

4. Set up a Conversion Tracking Campaign: Once you have created the pixel and the conversion event, you need to set up a conversion tracking campaign. To do this, go to your Ads Manager and create a new campaign. Choose the Conversions objective and select the conversion event that you want to track.

5. Monitor and Optimize your Campaign: After your conversion tracking campaign is set up, you can monitor the performance of your ads and optimize them for better results. Use the data from the conversion tracking to identify the ads that are driving the most conversions and adjust your targeting, bidding, and creative accordingly.

Facebook Ads Conversion Tracking is a crucial tool for measuring the effectiveness of your ad campaigns during the holiday season. By following the steps outlined in this article, you can set up conversion tracking for your website and optimize your ads for better performance. Keep in mind that the holiday season is a highly competitive time for advertising, so it's essential to stay on top of your campaigns and make adjustments as needed to achieve your desired results.

Facebook Ads Conversion Tracking for Holiday 2021

Facebook's Privacy Rules and Impact on Performance Tracking During Holiday Season

A few days ago, while browsing through Facebook Ads Manager, I stumbled upon a notification regarding performance tracking during the holiday season. It led me to a Facebook post about ways to ensure accurate performance tracking. This got me thinking about the importance of the holiday season for businesses and how Facebook's privacy rules could impact performance tracking. In this article, I will discuss the adjustments made for privacy rules this year, their impact on performance tracking on Facebook, and ways to ensure accurate tracking.

Adjustments for Privacy Rules:

The changes are a result of the iOS 14.5 update and its cascading effects across the digital marketing space. The update requires users to allow tracking across apps and websites owned by other companies, resulting in a pop-up prompt that asks for permission to track. However, only 17% of people opted to allow tracking as of July 2021. This loss of signal makes it difficult to track pixel-based conversions accurately, narrowing optimization events and shortening attribution windows. Additionally, the breakdowns in the platform have gone away, making it hard to analyze performance metrics.

Ways to Ensure Accurate Tracking:

To ensure accurate tracking, you can verify your domain and set up aggregated events in the Facebook platform. You can also set up conversions API, which requires a developer but can augment conversion tracking in your Facebook ads account. It's crucial to establish performance benchmarks and compare sales from Google Analytics and Facebook to see the impact of the privacy rule changes. If you have enough volume, you don't need to take more significant action aside from adjusting your expectations. If not, you may need to shift to other optimization actions, such as search or initiate checkout, or use Facebook campaign experiments to test which optimization action works best for you.

Suggestions from Facebook:

Facebook suggests being patient with optimizations, waiting for at least 72 hours or the full length of the learning phase before evaluating and optimizing performance on conversion optimized campaigns. Analyzing campaigns at the campaign level rather than creative is also recommended, though it may not be practical. Respect the learning phase and consolidate ad sets to ensure enough volume is coming through.

In conclusion, Facebook's privacy rules have impacted performance tracking during the holiday season, making it difficult to track pixel-based conversions accurately. However, by verifying your domain, setting up aggregated events, and using other optimization actions, you can ensure accurate tracking. Facebook suggests being patient with optimizations, respecting the learning phase, and consolidating ad sets to ensure enough volume is coming through.

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