SOP 017: Set Up Facebook (Meta) Conversion Tracking
\nPerfectly track leads, pageviews, button clicks, signups, purchases or any other event, using Facebook's pixel conversion tracking.
\nLast Updated / Reviewed: 12/10/2024
\nExecution Time: 15-30 minutes
\nđ Goal: Have all your conversions set up and send the conversions data to the Meta Ad platform.
\nđ¤ Ideal Outcome: The conversions are properly set up and you can now use them inside your Ad campaigns.
\nđ¤ Why this is important: When you finish this SOP, you should then be able to see how many conversions and how much revenue each advertisement is bringing you, allowing you to start optimizing your campaigns for the best results.
\nđ§ Where this is done In your Google Tag Manager account and Meta Ads platform.
\nđď¸ When this is done: Every time a new conversion needs to be measured.
\nđ¨ Who does this: The person responsible for IT, analytics or paid advertising.
\n__â ď¸Prerequisites or requirements: __
\nTo follow this SOP to add Standard Events, you need:
\n⢠Google Tag Manager is installed on your site. If you havenât done so already, you can follow SOP 004 (web version). If youâre using WordPress, you can follow SOP 065 (web version). Follow SOP 066 (web version) if youâre using Squarespace.
\n⢠You should also have a Meta Business Suite account for your site. To do that, follow SOP 010 (web version).
\n⢠You also need to have the Meta (Facebook) pixel on your website. If you donât have it yet, you can follow SOP 005 (web version).
\nFinally, youâll need to verify your domain inside Meta Business Suite. To do this, you can follow SOP 97 (web version).
\nClick here to get the most up-to-date version of this SOP
\nImportant:
\nNote: If you are already familiar with Facebook Conversion tracking and prefer one method over the other, you can skip this chapter and go straight to the tracking method you prefer. In some cases, choosing one over the other can be a personal preference. For the purpose of this SOP, a decision diagram was created to simplify the decision process.
\nAfter youâre done, jump to âCheck if conversions are being tracked properlyâ in this SOP.
\nNote: This step requires the Meta Pixel Helper Chrome Extension to be installed on Google Chrome.
\nNote: If you're tracking a button click, you might need to press and hold the Ctrl key (or Cmd â if you use a Mac) when you click on it. This will ensure the link is opened in a new tab. Therefore, the page will not refresh, potentially missing the opportunity to see the event being tracked.
\nExample for a button click:
\nRemember: You will want anyone to understand what the conversions are about. You might want to assign the ad account management to an employee or an agency. They should not be guessing what each conversion is.
\nRule 1: Select [URL][contains] and type a specific part of your URL that will not be in any other page URLs.
\nE.g. If your URL is retroaddicts.com and your âThank youâ page is retroaddicts.com/thank-you-new-subscriber, you can use:
\nBut if you have other URLs on your site that may contain that same text, do not use that. For example,
\nIf you used [URL][contains][thank-you] for your rule, the second page will also count as a conversion since it also contains â/thank-you-new-subscriber.â
\nIf this is the case, consider:
\nNote: If your website or any of your tools use dynamic parameters in the URL, your conversions will not be tracked.
\nSeeing a green light and an âActiveâ status means someone browsing your website has already triggered the rule you created. If that is the case, your custom conversion should be correctly configured.
\nBut in most cases, you will see an inactive status:
\nOnce youâve verified that your conversion is being tracked successfully, you'll need to jump to \"Setting up conversion tracking with Meta Business Manager\" in this SOP. That's it!
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