If you're managing Facebook ads, using the Facebook Conversions API within Advisor’s Growth Workflow can greatly enhance your ability to analyze ad performance. Relying solely on Facebook Pixel for metrics like conversion rates, cost per lead, and cost per sale has become less reliable due to privacy updates, such as Apple's iOS 14, which requires user consent for tracking—many users are opting out.
Advisor’s Growth's integration with Facebook Conversions API sidesteps these challenges by sending conversion data directly to Facebook, ensuring more accurate reporting without relying on browser cookies.
Setting Up the Conversion API
The Conversion API is a server-side tracking tool that lets businesses send user interactions, such as purchases or form submissions, directly from their servers to ad platforms. It bypasses browser-based tracking methods like cookies and enhances data accuracy by avoiding issues related to browser restrictions and privacy updates.
Importance:
Improved Data Accuracy: The Conversion API captures events directly from the server, ensuring less vulnerability to privacy updates or ad blockers. This leads to better ad performance, compliance with regulations, and more reliable tracking for campaign optimization.
Domain Verification
Before setting up the Conversion API, ensure your domain is verified within Facebook. This step is necessary for accurate data collection.
Go to Brand Safety and Suitability > Domains, click on Add, and create your domain.
Getting Started
Navigate to the Conversions API section within Facebook Business Manager.
Click on Get Started and select Set up manually.
Choose the industry related to your business from the dropdown and specify the types of data you’ll send via the API.
In the Event Detail Parameters, ensure that Event Source URL is checked.
Under Customer Parameters, select the data points to send back, such as:
IP address and user agent
Email Address
Click ID (fbc) and Browser ID (fbp)
First and Last Name
Apply these selections across events like "Find Location" or "Add to Cart."
Review your setup and finalize the creation.
Setting Up Meta Pixel
What is Meta Pixel?
The Meta Pixel is a code snippet placed on your website to track visitor actions and gather data for optimizing Facebook and Instagram ads. It allows businesses to measure ad effectiveness by tracking page views, purchases, and sign-ups.
Importance:
The Meta Pixel helps businesses retarget website visitors with relevant ads, improving targeting accuracy and reducing advertising costs by focusing on high-value audiences.
Setup:
Go to business.facebook.com.
Click on All tools > Events Manager.
Under Data Sources, click Setup Meta Pixel and choose Install code manually.
Copy the code and paste it into the header of your website under Head Tracking Code in Advisor's Growth > Sites > Funnels.
In Facebook's Events Manager, click continue to access Automatic Advanced Matching. Select the information you want to send back to Facebook.
Next, use the Event Setup Tool to define what qualifies as conversions by specifying actions such as button clicks.
Step 2: Integrating with Advisor’s Growth Workflows
Go to Pixel Overview > Settings and click Generate access token. Save it for later use.
Locate the Dataset ID and save it as well.
Step 3: Crafting the Workflow
The workflow must begin with one of these triggers to use the Facebook Conversion API effectively:
Form Submitted
Survey Submitted
Appointment-related triggers
Order-related triggers (e.g., Order Form Submitted)
Once you've chosen a trigger, add the Facebook Conversion API action in the workflow.
If your Facebook account isn’t linked yet, integrate it using the guide “How to Integrate Your Facebook Account.”
Define the Event Name, value, and currency for accurate tracking.
For testing, obtain the Facebook Pixel Test Code and input it into the Test Code field. Note that real event triggers are required to test the workflow, as the "Test Workflow" button does not simulate Facebook Conversions API actions.
Once tested, remove the test code, publish the workflow, and confirm the changes.
FAQs
Q: Why is the lead data not being pulled?
A: Ensure you're using one of the following triggers:
Form Submission
Survey Submission
Appointment Submission (from booking widget)
Order Form Submission
Q: Why doesn't the data show up after booking an appointment?
A: Use the Customer Booked Appointment trigger rather than Appointment Status.
Q: Why aren’t test events showing up in Facebook Business Manager?
A: Check the Diagnostics tab for errors. Often, the domain may need approval under Domains in your Allow List in Settings.
Q: Why does Facebook show a conversion as "Custom Event" instead of "Lead"?
A: Facebook sometimes labels test data as "Custom Event," but live conversions will display correctly as "Lead."
Q: Can I use Custom Values for Access Token and Pixel ID?
A: Yes, custom values can be used in these fields.