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Facebook implements conversion tracking for Facebook ads

Good news for marketers! Facebook has implemented conversion tracking in their advertising platform. Conversion tracking is a way to see how many people that clicked through to your ad actually completed whatever process you wanted them to complete. This could have been signing up for a newsletter, downloading a piece of content, etc. In our case, we have a number of premium content items that visitors to our site can access once they have completed a web form on a landing page. Examples are our Microsoft CRM Marketing Ideas eBook, our Microsoft CRM Implementation Blueprint and our Marketing ROI for Dynamics CRM Quick Guide. Each time a visitor goes to the landing page for one of these items and completes the form, they are redirected to a confirmation page. With Facebook conversion tracking, you can now place a piece of code on those confirmation pages so that Facebook can report back the number of people who clicked on that ad and eventually arrived at the confirmation page. Let’s take a look at an example.

Since we just launched our Microsoft CRM Implementation Blueprint, we had to create a landing page to which all our ads can link. This landing page (screen shot below) includes a ClickDimensions web form that, when submitted, redirects the visitor to a confirmation page…

Under the ads section of Facebook we now see the Conversion Tracking link. We click that and walk through a wizard which results in a block of code that we can place on our web form confirmation page. IF you are using ClickDimensions web forms, this blog post shows you how to place conversion tracking code on a form’s confirmation page. Note that the blog post talks about doing this for Google ads but the concept is the same.

Below is the Facebook screen where we specify the name of the conversion we want to track…

Below is the Facebook screen that provides our tracking code…

And, when setting up our ad, we can specify that we want to track conversions and have Facebook optimize pricing for conversions.

Once we have placed the Facebook conversion tracking code on our web form confirmation page and completed our ad, Facebook’s reporting (below) shows us how many conversions we are getting and what we are paying for them. This feature was just implemented by Facebook at the end of 2012 and it caused us to restart advertising with Facebook. We had previously advertised but could never get the type of reporting we wanted. Now we will see how well Facebook ads can really work for us. Happy Marketing!

About the Author:

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The ClickDimensions marketing team is committed to helping marketers using Microsoft Dynamics 365 achieve their goals.

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