Tracking The Results of Your Facebook Ads

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Facebook.jpgFacebook recently announced the global launch (top advertisers have been able to do this for a while) of a new conversion measurement and optimization system for direct response marketers. This new system allows you to measure actions users take related to your ads, such as registrations and shopping cart checkouts.

Small business marketers can now also use optimized CPM (OCPM) to deliver ads to people who are most likely to convert on their websites. Beta tests have shown that when conversion measurement is used with optimized CPM, ads reduced the cost per conversion by 40 percent when compared to CPC ads using the same budget.

This means you can now measure how well your Facebook Ads and sponsored stories are driving specific actions on your website. This information will not only help you understand how your ads are performing but should also help you improve the performance of future campaigns.

Conversion measurement is currently available in power editor, the ads manager, and to API partners. Here’s how to get started:

  1. Click on the conversion tracking tab in power editor in Chrome (www.facebook.com/ads/manage/powereditor/) or on the conversion tracking link on the left hand nav in ads manager (www.facebook.com/ads/manage)
  2. Create your conversion tracking pixel(s) and implement it on your conversion page(s)
  3. Once the pixel has been placed on your website, create ads and select “track conversions on my website for this ad”
  4. Set a budget and choose optimized CPM to deliver the ad to people most likely to convert

When you create ads linking to your site, you will see an option called “Conversion Tracking” in the “Campaign, Pricing and Schedule” section of the ad tool. Clicking “Create Tracking Pixels” will take you to another page where you can create, name, and assign a category to a conversion pixel. Facebook then will generate a piece of code that you will need to put on the page of their site you wish to track.

You can review your conversion reports in the ads manager.

You can find more information about Facebook’s conversion tracking here.

Bill Brelsford

Bill Brelsford

B2B Marketing Copywriter & Consultant

Hi, I’m Bill Brelsford, author of “The Boutique Advantage: How Small Firms Win Big With Better Messaging.”

I’ve worked in professional services since 1990 – first as a CPA, then as a custom software developer, and since 2006 as a marketing consultant specializing in direct marketing and sales enablement copywriting for professional services.

My career path gives me unique insight into B2B sales. I understand what CFOs question (from my accounting background), how complex projects are sold (from software development), and what content actually moves deals forward (from 19+ years helping professional services firms close premium clients).

My copywriting and consulting focuses exclusively on what I call the Core4 Outcomes: increasing authority, generating leads, driving sales, and improving client retention.

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