How to use Facebook Ads Pixels and Custom Conversions with Databox

Pro Tip: Learn about Pixels and Custom Conversions from Facebook's documentation here

The Query Builder for Facebook Ads (Pixels) allows you to access Custom Conversion data from your Facebook Ads Account. 

However, the Pixels that are created in your Facebook Ads Account must be set up in a way that associated these custom events with a Facebook Pixel. 

Pro Tip: This video tutorial provides a comprehensive overview of how to install your Facebook Pixel and create Custom Conversions with Facebook Ads. 

IN THIS ARTICLE

What is a Pixel? 

Pro Tip: Learn about Pixels from Facebook's documentation here

A 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. Examples of actions that can be tracked include filling out a form or making a purchase on your site. 

These actions are recognized by the Pixel as "events." These events can be viewed in the Events Manager on your Facebook Pixel page. 

What is a Custom Conversion?

Pro Tip: Learn about Custom Conversions from Facebook's documentation here

Custom conversions let you create rules for events or URLs. When you create these rules, you can measure more specific customer actions.

You can then use Custom Conversions to optimize your ad delivery and reach people who are most likely to take the actions you care about.

How to create a Facebook Pixel

Pro Tip: Learn how to create a Facebook Pixel from Facebook's documentation here

In Facebook Ads, click on the  Menu icon in the top left corner. Click All Tools to expand the window. In the Measure and Report section, click on Pixels.

To create a new Pixel, click the blue  + Add a New Data Source button in the top left and select Facebook Pixel

This will open the Create a Facebook Pixel window. Enter a Name for your Pixel and your Website URL (optional). Click Create to create your new Pixel. 

How to create Custom Conversions in Facebook Ads

Pro Tip: Learn how to create Custom Conversions from Facebook's documentation here.

It's recommended that you start by using Partner Integrations order to quickly and efficiently set up a variety of Custom Conversion for your business. 

HOW TO

How to use Partner Integrations to create Custom Conversions

In Facebook Ads, click on the  Menu icon in the top left corner. Click All Tools to expand the window. In the Measure and Report section, click on Pixels.

Using the lefthand menu, navigate to Partner Integrations. From here you can view eCommerce platforms, Website platforms, CRM & Marketing software, Tag Management options, and Mobile platforms that can directly integrate with Facebook Ads Pixels. 

There are many Data Sources you'll find on this list that also integrate with Databox, like BigCommerce, EventBrite, Shopify, WooCommerce, HubSpot, and Salesforce. Other popular platforms, like Wordpress, Wix, and Ticketmaster, are listed as Partner Integrations as well. 

Click See Details to view more information on a specific platform. This will open up a platform-specific page that outlines what you can do, what you can connect, and what people have to say about the integration. 

Use the  What can you connect section to get a better understanding of your Pixel can be connected to. 

For example, if you choose to connect your Facebook Pixel with your Shopify Account, the Pixel will automatically import any type of Shopify conversion that's being tracked. This includes website activity like pageviews, add-to-carts, and online purchase values. 

How to create new Custom Conversions

1
 In Facebook Ads, click on the  Menu icon in the top left corner. Click  All Tools to expand the window. 
2
 In the  Measure and Report section, click on  Pixels. Using the lefthand menu, navigate to  Custom Conversions
3
 To create a new Custom Conversion, click the blue Custom Conversion button in the top right. This will open the  Create a Custom Conversion window.
4
 From the Pixel drop-down list, select the Pixel that you want to create a Custom Conversion for. The green circle to the left of the Pixel name signifies that the Pixel is active on your website. 
5
 In the Website Event section, set up the criteria that determines what action (or event) counts as a Custom Conversion. counted as a Custom Conversion and the Custom Conversion is tracked and This includes the ability to specify parameters of the traffic you include, the pages you collect conversion data from, and more. 
6
 At the bottom of the window, enter a Name for your Custom Conversion. Select a Category, like "Lead," "Complete Registration" or "Purchase." 
7
 In the  Value textbox, enter the Value for each individual Conversion. This should represent the value that each conversion is worth to you. Ultimately, this will help track ROAS. 

For example, if you want to track users who made it to your Thank You Page, the  Category should be Lead and Value should be 1. This will make it so each event (person to your Thank You Page) is counted once. 

On the other hand, if you want to track users who purchased tickets on your website and each ticket costs $10, you can enter 10 as the Value so each event (purchased ticket) adds 10 to your Conversion Value. 

8
 Click Create to create your new Custom Conversion. 

How to install a Pixel on your website

Pro Tip: Learn more about how to install a Pixel on your website from Facebook's documentation here.

It's recommended that you use Partner Integrations whenever possible to install a Pixel on your website.

HOW TO

How to use Partner Integrations to install a Pixel on your website

1
 In Facebook Ads, click on the  Menu icon in the top left corner. Click  All Tools to expand the window. 
2
 In the  Measure and Report section, click on  Pixels. Using the lefthand menu, navigate to  Data Sources
3
 Click on the name of the Pixel that you want to install on your website. 

This will open up a Pixel-specific section of your Account. From here, you can view an Overview, Test Events, Diagnostics, or Settings. 

4
 Navigate to the  Overview page and click the Set Up drop-down in the top right. Select Install Pixel
5
 Select Connect a Partner Platform
6
 Follow the steps in Facebook to connect a Partner Platform

How to manually install Pixel code yourself 

1
 In Facebook Ads, click on the  Menu icon in the top left corner. Click  All Tools to expand the window. 
2
 In the  Measure and Report section, click on  Pixels. Using the lefthand menu, navigate to  Data Sources
3
 Click on the name of the Pixel you want to install on your website. This will open up a Pixel-specific section of your Account. From here, you can view an Overview, Test Events, Diagnostics, or Settings. 
4
 Navigate to the  Overview page and click the  Set Up drop-down in the top right. Select  Install Pixel
5
 Select Manually install Pixel code yourself. This will open the Install Pixel window. 
6
 Locate the header code for your website. You can do this by finding the <head></head> tags in your webpage code, or locate the header template in your CMS or web platform. 
7
 Copy the Pixel code from the Install Pixel window and paste it in the header of your website. This code should be placed at the bottom of the header section, just above the closing head tag (</head>).
Below we'll walk through how to install your Facebook Pixel using Google Tag Manager or WordPress. 
  • Google Tag Manager: Using Google Tag Manager, you can easily install the Facebook Pixel.

    Navigate to the Overview page in Google Tag Manager and click Add a new tag. Name your tag (i.e., "Facebook Pixel"). 

    Click Tag Configuration to open the Choose Tag Type menu. From the Custom section, select Custom HTML. In the textbox, paste your Pixel code. In Advanced Settings, set Tag firing options to Once per event

    Click Triggering to open the Choose a Trigger window. Select the event that you would like to trigger this tag so the Facebook Pixel tracks each individual event. Click Add

    Click Save in the top right to save your new tag. 
  • WordPress: If you're using a WordPress website, there a variety of popular WordPress Plugins, like "Insert Headers and Footers" or "PixelYourSite," that can help simplify this process.  

    Once you download a Plugin, open up your Wordpress Account and navigate to  Settings. The name of the WordPress Plugin you downloaded should be listed as a sub-menu item under Settings. Navigate to this page and paste the appropriate Pixel code in your header.
8
 To confirm the Facebook Pixel is installed on your website, you can download a browser extension offered by Facebook called Facebook Pixel Helper. With this, you can view information on the Pixel(s) installed on your webpages to confirm the correct Pixels are installed.

How to create a Custom Conversion for a specific Campaign or Ad Set in Facebook Ads

1
 In Facebook Ads, navigate to Ads Manager > Campaigns and click the green + Create button to create a new Campaign. 
2
 To start, you're prompted to choose your marketing objective. Select Conversions from the Conversion column to set the goal of the Campaign to generate Conversions. 
3
 At the bottom of the page, enter a Name for your Campaign. Click Continue
4
 As you set up your Ad Set, you can select a conversion from the Conversion Event drop-down in the Conversions section. This allows us to optimize our Campaign and Ad Set for a specific conversion. 

In this list, you'll see Standard and Custom Events from your Facebook Ads Account Standard Events, or the ones that come with your Account, are a little bit more advanced. If you're using Partner Integrations, most of these will automatically be re-created as Custom Events. 

Can use different Values based on the types of tickets people are buying (how do you differentiate between these sales?)

How to verify Custom Conversion data in Databox vs Facebook Ads

Learn how to verify Custom Conversion data in Databox vs Facebook Ads here.

How to use the Query Builder for Facebook Ads (Pixels) 

Learn how to use the Query Builder for Facebook Ads (Pixels) here.

Additional Information

  • Each Ad Manager can have up to 100 Custom Conversions.
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