Facebook Conversion API
"The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website." Once you've set up the Facebook pixel, the pixel will fire when someone takes an action on your website. Examples of actions include adding an item to their shopping cart or making a purchase. The pixel receives these actions, or events, which you can view on your Facebook pixel page in Events Manager. From there, you'll be able to see the actions that your customers take. You'll also have options to reach those customers again through future Facebook ads."
In other words, the Facebook Pixel is the backbone that collects attributes and tracks data on your site and ties it to Facebook users.
Track events - conversions, sales, form submissions and more.
Attribute events to your facebook ads
Build custom audiences according to business rules, so that you can target and retarget users accordingly.
Build lookalike audiences so you can run campaigns targeting facebook users that "look like" your custom audiences.
An AnyTrack account with a personal or advanced plan (sign up here).
A Facebook business account, with administrator permission.
A Facebook Pixel on your site.
AnyTrack will send all tracked on-site events to your Facebook Pixel (Client-side)
AnyTrack will send tracked conversions from third party systems (such as affiliate networks, API, CRM or eCommerce) through the Conversion API.
To improve tracking and attribution, you will need to place the Facebook tracking URL template provided in your AnyTrack account.
During the onboarding or when you set up a new property, you will be taken to the property analytics section. If you did not connect with facebook during the onboarding, open the property settings and navigate to the Pixel Tab.
When you authenticate with facebook, your Ad Accounts will load in the selector.
Select the ad account
Select the pixel
Install
When you click on the INSTALL button, AnyTrack sends several API calls to the Facebook Marketing API, in order to create custom conversions, that you will be able to select and use for your campaign optimization and bidding strategies.
You can access your custom conversions from the Pixel Events Manager
Each conversion type is associated with engagement events received from your site (form submissions and clicks on Call To Actions), and conversions received from third party systems, such as affiliate networks, ecommerce platforms or API's.
Once you've completed the setup, any conversions tracked through this property will be automatically sent to your Facebook Pixel, either client side (through the browser) or through the Facebook Server Side API.
This step is required to enable conversions attributed to ad clicks, to be sent to Facebook Ads.
Navigate to the traffic source tab
Toggle facebook Ads
Enable conversion tracking
Copy the Tracking template and add it to your ads custom variables
Create custom audiences
Create lookalike audiences
And more!
When you create your ads and you define the Optimization for Ad delivery, you will be able to select the custom conversions:
Select the pixel
Select the conversion you wish to optimize the campaign for.
If you want to create a new custom conversion out of the AnyTrack Events - you can do so and use the event parameters. This can be useful if you would like to optimize according to a specific product or product category.
Don't forget to add the tracking template in your ads URL Parameters, as it includes UTM parameters which will allow you to see your ad performances in Google Analytics and improve conversion attribution. The template is located under the traffic source settings.
🏁 Voila! From now on, conversions originating from any affiliate networks, api, ecommerce or CRM will be sent via the Facebook Pixel server-side API, in real-time and with rich data.
Custom conversions are not displayed by default in the Ad Manager. You need to modify the columns of your report in order to display them.
This happens when the pixel hasn't been added as an asset in the ad manager, or when you are not assigned to the ad manager or when the pixel is not assigned to you. You need to update the permissions under the business manager.
Because the conversions we send might override the conversions you are currently using, it is recommended to create custom conversions in order not to "corrupt" your current reporting.