1 Dec '21


How to get set up for conversion ads

Conversion ads are a great way to encourage customers to take a desired action on your website or landing page. One of the most common is sales (purchases) but you can also target a wider range of actions (more on that later).

Before you can start running Facebook and Instagram conversion ads you’ll need to complete a few set up steps. This will ensure the campaigns are as effective as possible.

What are conversion ads?

Let’s first clear up what conversion ads actually are.

Conversion ads are ads which are optimised for, you guessed it, conversions. They get people to take a specified action on your website.

Some actions that Facebook supports include;

  • Completing a transaction on your website (purchase)
  • Prompting an action such as add an item to basket (add to cart)
  • Encouraging people to view a specific page or your whole website (landing page views)

Essentially they allow you to focus on the “take action” event in your audience’s postclick behaviour. Aka what happens after they click on your ad.

Setting up a Meta pixel for conversion ads

Simply put, the Meta pixel (fka Facebook pixel) is a short snippet of code added to your website. It allows for better tracking of who’s visiting your site, what actions they are taking, and then lets you find more of them! It also means you can keep note of how many of those actions are being completed.

Importantly, you need a pixel installed to run conversion ads in the first place.

Before even thinking about your Meta pixel, you must first make sure you have two things -

  1. a website or landing page
  2. access to the code of that website OR a website provider that easily lets you add a pixel in the backend (Shopify, Squarespace etc)

How to create a Meta Pixel

Once those are checked off, it’s just a few steps to get your pixel set up.

The easiest way is to create one on Feed (subtle plug) -

  1. Head to the controls section of Feed
  2. Once there navigate to promotion settings
  3. Scroll down to the Facebook pixel section, and in the drop down menu select create a new pixel
  4. Name your pixel; and it’s created
  5. Make sure to copy the pixel code for the next step of set up...

Or you could always create one within ads manager itself -

  1. Head to Events Manager in Facebook ads manager
  2. Hit the green plus button - connect data sources and opt for web
  3. Pick Meta pixel and choose connect
  4. Name your pixel (NB you can use one pixel across multiple websites)
  5. Check for easy setup options by entering your website URL
  6. Click continue

Add your Meta Pixel to your website

Now it’s time to install the pixel on your website. There’s a few different ways of doing this:

Add with a partner integration -

  1. Go to Events Manager in ads manager
  2. Look for the data sources icon on the left-hand side (triangle with 3 dots)
  3. Select the pixel (the one you may have just created), and click continue pixel set up
  4. Select the option to use a partner
  5. Select your chosen partner from the list
  6. The on-screen instructions should then walk you through how to get up and running

Some popular partner integrations you may use include: Eventbrite Shopify Ticketmaster WooCommerce Wix Squarespace

But honestly the list goes on…

If your partner integration doesn’t appear here, use one of the other methods outlined. For an even more detailed explanation check out Facebook’s explanation.

Manually add your pixel -

  1. Go to Events Manager in ads manager
  2. Select the pixel (the one you may have just created), and click continue pixel set up
  3. Choose the option to install code manually
  4. Copy the pixel code
  5. In your website building platform find the header (this may be a template in your specific builder)
  6. Right above the closing head tag, which is at the bottom of the header section. Paste your code
  7. Click continue
  8. Optional: Switch on the Automatic advanced matching and verify the customer information that you want to send
  9. Add events (how to set up explained a few scrolls away) and click done.

If you’re still not sure, head to Facebook for more information.

Or send it to someone else - if you don’t think you’re tech-savvy enough for the above there’s always the option to get someone else to do it -

  1. Click email instructions
  2. Add your helper’s email address
  3. Click send and make it their problem

Adding events to your Meta pixel

Once you have your Meta pixel set up the next thing to do is make sure you have events created for it. This means you can measure the events that mean the most to your business.

When setting up events there are a few ways to do this: manually installing the code, using the event set up tool, or if you’re using a partner integration this should happen automatically.

Manual installation -

This gets very technical… too technical for me. So I would recommend heading to the Facebook help page for developers who want to set up events manually - or take the much easier method of using the event set up tool.

The event set up tool -

The event set up tool will search your site to find and suggest events based on what’s on your page. It will match the button text (clickable parts) of your website with the standard Facebook events. If there are additional events that Facebook doesn’t immediately pull in, you can also add custom events to buttons on your page.

A full list of Facebook standard events can be found here.

  1. Head to Events Manager in ads managers
  2. Go to your pixel and click settings
  3. Then open event setup tool under event setup
  4. Insert your URL and press open website. The tool will then launch your webpage
  5. Suggested events will appear based on your page. Press review by each suggested event and choose confirm or dismiss.
  6. For any events that don’t immediately appear find the button you would like to add an event to and select track new button or track a URL and follow the on-screen instructions.
  7. You can also add parameters to your events for added insights. These include value, currency, content ID and content type parameters.
  8. Click Finish setup and your events are all set up.

Partner integration -

If you added your Meta pixel to your page using a partner integration the likelihood is it will also prompt you to set up events. This is often done via data sharing settings, or the integration just sets up events automatically. Specific instructions for integrations and more information on what level of data they will access are shared below;

How to test your events -

Final step is to test if the events are firing correctly on your page. This can be done using Facebook’s test events tool.

  1. Go to Events Manager
  2. Head to your pixel
  3. Click test events - testing will only take place when the test events web page is open
  4. Enter your website URL and click open website. This should open in a new tab
  5. Now play around on your website, triggering the events that you have just set up . Events should appear in the pixel within 30 seconds
  6. All events should appear in the test events window in ads manager.

If events don’t appear as expected head to Facebook’s troubleshooting help page.

Setting up Facebook Conversions API

You may have read about Apple’s new iOS privacy settings - great in theory for protecting consumers’ privacy, but sadly a knock on effect is lower conversion ad performance for small businesses and creators in particular.

TL;DR because some people using iPhones or iPads opt out of tracking, Facebook will under-report how many conversions you are getting. Which in turn makes it harder for Facebook to optimise your conversion ads.

To overcome this, we recommend installing the Conversions API. Again this may sound a bit scary, but ultimately it allows you to run better targeted ads and more accurately see things like the number of conversions and return on ad spend (ROAS).

We’ll save the full explanation for another day. But Facebook’s explanation is a good starting point. Also worth noting that a lot of partner integrations (e.g. Shopify) will make this set up much easier - meaning you don’t need a tech whiz to help you out.

How to start running conversion ads

Before running conversion ads Facebook recommends you should first get some conversion events into your pixel - aim for about 50. Meaning 50 “add to cart”, “purchase”, “Leads” etc events resulting directly from ads. Read our article on the Grow > Sell > Grow Accordion to understand why you should take time to build your audience before running conversion ads.

You can start before this, but it might mean that your ads take longer to optimise.

Of course you can set up your own ads in Facebook Ads Manager - setting up things like audience targeting, bid strategies, and ad creative.

Or you can allow for Feed to do that all for you - making it quicker, easier and more time-efficient to set up and run your conversion ads.

To ensure you get the most out of conversion ads we recommend using our managed tier - providing you with the support and feedback to ensure you make the most of your ad strategy. You have regular conversations with a Feed expert. They help you to monitor what’s going on and work on strategy with you to maximise results. Get in touch at team@tryfeed.co to learn more.

What should I do next?

Sign up and connect your profiles at tryfeed.co. Or send an email to team@tryfeed.co to find out more about our managed tier.

For more tips on how to get up and running with Facebook ads have a look through our other blog posts:

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