If you own a business, there’s a good chance you’re using Facebook to market it.
Facebook currently enjoys the privilege of being the number one tool marketers reach for when engaging with their target audience through social media.
And what’s not to like about it? Facebook is a great way to foster two-way communication: it’s genuine and accessible, and definitely one of the easiest ways to reach your audience.
Customers have grown to expect businesses to have a presence on the popular social media site.
In fact, Facebook has usurped Google as the main driver of incoming traffic for many sites.
It’s hard to overstate how crucial having a great Facebook presence is for today’s businesses.
No doubt you’ve seen the kind of rewards you’ve been getting from your page through Facebook Insights.
But things are about to change for Facebook metrics – and in a big way.
How can you stay on top of it?
What’s Going On With Facebook Metrics – And How It Affects You
Facebook is going through a bit of a rough patch lately. They’ve released several reports detailing issues with the way they calculate and measure Facebook metrics.
It recently came to light that some businesses’ traffic was under-counted by up to 30% – a number that should set off alarm bells for anyone.
Along with misrepresenting ad effectiveness, Facebook’s under-reporting of traffic, issues with poorly vetted information, and inflated video views presents quite a conundrum.
Sure, every company has growing pains and Internet marketing changes at a breakneck speed.
But with a company this big that so many depend on, any issues that come up make big ripples that affect everyone.
- They knew faith in Facebook metrics would plummet and they would start shedding advertisers if they didn’t address these flaws.
- They decided to tweak the metrics to yield better results with improved accuracy. These changes are due to take effect in February 2017. (http://newsroom.fb.com/news/2016/11/an-update-on-metrics-and-reporting/)
Changes are coming sooner than you think – but don’t panic; we’ve got the solution for your online marketing strategy.
Keep reading to see the simple actions you need to take to keep your Facebook metrics up to date and effective.
Get To Know The Two Ways To Track Conversions
The old conversion code for Facebook metrics tracking is being phased out.
In its place, the new Facebook Pixel will revamp the way your site tracks your ad campaigns.
What is the Facebook “pixel”, you ask? It is, simply, a flexible bit of code that allows you to track the effectiveness of your advertising dollars through two methods: with custom conversions and standard events.
Custom conversions are the easiest way to track Facebook metrics.
There’s no need to change any of the Pixel code; it’s contained within Facebook Ads Manager. It works by using the URLs of pages you want to keep tabs on.
Standard events tracking is a little more tricky but offers more in-depth analysis.
It allows you to keep an eye on nine different actions but it involves modifying the code on your page.
Although it seems advanced, it’s actually fairly simple.
Before you decide on which action to use, the first thing you’ll need to do is install the Facebook Pixel on each page of your website.
Let’s walk through it together.
Setting Up The New Facebook Pixel
The Facebook Pixel is easy to find and install. Once you’ve got it set up, you’re on your way to getting the most out of Facebook metrics and your ad campaigns.
- Go to your ad manager section on your Facebook page.
- Once there, find the Pixel under the Assets section.
- If you haven’t created a pixel, you’ll see a prompt that will help you make one. It should end with a pop up window and your piece of unique code.
- If you created a pixel but haven’t installed it, you’ll be met with an empty graph – something no one wants to see.
- Click on the Actions tab and get your Pixel code. That code is called the base code and you’ll need to install it on every page of your website.
Depending on what kind of service you use to host your website (WordPress, Wix, etc), there are different ways to drop the code in.
- There are plugins available for most services but a simple Google search will do the trick in a pinch.
After you have installed the Pixel, you’ll want to check to see that it’s working.
- Load any of your website’s pages and go back to the Pixels tab in ad manager.
- It should now say “Active” and show you your page’s activity.
Monitoring The Standard Events For Your Ad Campaign
Now that you’ve have the Pixel on your site, let’s get back to determining which standard events you’ll want to track.
As previously mentioned, there are nine events you can monitor:
- View Cart,
- Add To Cart,
- Add To Wishlist,
- Initiate Checkout,
- Add Payment Info,
- Lead, and
- Complete Registration.
You’ll need to determine which of these events works best for the ads you’re currently running.
Once you do, installation is pretty easy.
- Navigate back to the Ads Manager area of your Facebook page.
- In the menu section, navigate back to the Pixels part.
- Once you’re in the Pixels dashboard, click on Create Conversions.
- You’ll see a pop up menu with two different actions you can take.
- Select Track Conversions With Standard Events.
- From here, you’ll see a menu with the previously mentioned nine standard events. Each one has a bit of code you can install on your websites’ pages.
Not only are you getting a detailed view of what Facebook metrics matter most, you can even further customize the standard events from here.
Keep an eye on them by adding the standard events you want to track to the Ad Manager.
Ready To Get The Most Out Of 2017?
Online marketing changes all the time and it’s important to keep on top of the constant stream of updates.
After following these steps, you’ll have your website ready to rock and roll with the new year.
Not only are you going to be all caught up with the latest changes but you’ll have better control over the metrics that matter.
This article was written by Jason Hall from Five Channels (https://www.fivechannels.com/). Jason can guide you and your site to the top of the food chain and bring in the results you deserve.