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How To Setup Facebook Conversion Tracking In WordPress

2 Ways To Setup Facebook Conversion Tracking In Wordpress
2 Ways To Setup Facebook Conversion Tracking In Wordpress
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How To Setup Facebook Conversion Tracking

Just before you start campaigning on Facebook, it is important that you set up campaign monitoring parameters, or otherwise called, Facebook Conversion Tracking to enable you gauge the performance of your campaign.

In this resource, I will be sharing to you the 2 Ways To Setup Facebook Conversion Tracking In WordPress.

To be effective in doing so, I will subdivide this lesson into four (4) sections;

  • What Is Facebook Conversion Tracking?
  • 2 Ways To Setup Facebook Conversion Tracking
  • How To Crosscheck Facebook Conversion Tracking Codes
  • Difference Between Facebook Standard Events And Custom Conversions Tracking

What Is Facebook Conversion Tracking?

Facebook Conversion Tracking is the act of monitoring the performance of your Facebook adverts (or campaigns).

Facebook has made this possible for advertisers through the use of a Facebook code or tool called Pixel. A Facebook pixel or pixel code is that tool or code that enables one track an ongoing advertisement in Facebook.

More so, there are two types of Facebook Conversion Tracking (Pixel) namely;

Facebook Standard Events Conversion Tracking–which strongly depends on predefined events like purchase, add to cart, checkout etc.

Facebook Custom Conversion Tracking–which are usually flexible and configurable via your Facebook Ad or business manager.

However, before you commence configuration of any of the following Facebook Conversion Tracking, you must first install the Facebook Pixel code on your WordPress site.

How Can Someone Install A Facebook Pixel Code On His or Her Blog or Website? There are two options given to you by Facebook. Either you install it manually by copying the pixel code and pasting it on the header of every page (simply use a wordpress plugin for that), or you make use of the third party option.

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After the installation, you can then proceed to setup Facebook Conversion Tracking; by setup, I mean further configurations.

2 Ways To Setup Facebook Conversion Tracking

There are generally two ways to do this, and they are:

  • The Automatic/Third Party Method [and]
  • The Manual Method

Please note, you are advised to make use or configure only one Facebook Conversion Tracking (either Standard events or custom conversion). Do not use the two at same time, to avoid inaccurate reporting.

The Automatic/Third Party Method:

If your website is an e-commerce website with services like Woocommerce, Shopify etc, then there could be a simply way out. I will be using Woocommerce for an example, since it’s more common.

If your shop is operating on Woocommerce, then all you need to setup a Facebook Conversion Tracking is download and activate “Conversion Tracking” plugin just as seen in the image below.

Facebook Conversion Tracking Woocommerce

After that, head over to its settings, turn on and input your Facebook pixel ID on the Facebook Tracker. It is as simple as that, no further configurations or tampering of your WordPress theme.

Facebook Pixel Woocommerce

However, if you know how to play around it manually, then you can choose the manual method.

The Manual Method:

In the manual method, things seem a little bit complicated, as Facebook Standard Event and Custom Conversion Tracking have their separate ways of configuration. Lets start with that of Standard Events.

Facebook Standard Event SetUp:

The follow-come event you will see in this FB Pixel is the “Page Views”, which has a way of alerting Facebook when a customer or person views any of your webpages. Other events can be seen on the image below;

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Setup Facebook Conversion Tracking List

To further configure this type of Facebook Conversion Tracking, first of all, the Facebook pixel code must be installed on your website pages –the pages you want to further configure. There are two options. Either you head over to specific action pages on your site and add the following corresponding pixel codes:

Checkout Page: With fbq(‘track’, ‘InitiateCheckout’);
Cart Page: With fbq(‘track’, ‘AddToCart’);
Purchase Complete: With fbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});

Or you make use of the Facebook Live Event Setup Option on your AD manager; all you do is enter your website URL on a provided box on your Facebook AD or business manager, it will take you to your site, where you will automatically add this events to the pages you select right from your website homepage (this time, not from your website dashboard).

However, if you chose to use Facebook Custom Conversion Tracking other than Standard Events, then below is how to configure your option.

Facebook Custom Conversions SetUp:

First above all, ensure that your Facebook Pixel code was added to all your page header sections “<head>” (a header & footer WordPress plugin will do the magic).

Afterwards, head back to your Facebook business manager, and select the “Custom Conversions” option situated at the Events tab.

Facebook Conversion Tracking

Then, click on “Create Custom Conversion” and insert rules to describe a conversion.

If your website is operating with Woocommerce; just like I said earlier, you should further select “URL CONTAINS and insert “/checkout/order-received/” in the URL.

configure Facebook PixelThis particular rule will give account of every completed order or purchase made on your website. However, depending on your need, you can also merge variant URL RULES by using the “ADD” Button.

Moving forward, select next, give your configuration a name and hit the “CREATE” button.

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Your configuration is now ready to give accurate reports. Repeat this process for any Facebook Custom Conversion you may need to create.

How To Crosscheck Facebook Conversion Tracking Codes

Now that you’re done setting, to ensure that you have done everything the right way, you have to crosscheck your setup.

To do this, first and foremost, search and download Facebook Conversion Tracking chrome extension. After that, just head over to your webpage that has the code, and click on the Pixel Helper Icon that appears on your chrome browser.

Bravo! You have correctly set things up once you see a result stuff like what’s below:

Configure Facebook Pixel

Difference Between Facebook Standard Events & Custom Conversion Tracking

There are few, but crucial variations between these two types of Facebook Conversion Tracking. And they are;

Standard Events Tracking–requires one to make additional changes to their website, on the pixel codes earlier installed. Thereby, providing more setup options.

Whereas,

Custom Conversions–can’t be used for monitoring dynamic advertisements or campaigns, as they are more simpler when setting up, and do not need you to make additional changes to your already installed pixel code.

To know about their differentiations, you can consult the image below:

Setup Facebook Conversion Tracking

Summary

Setting up a Facebook Conversion Tracking is what every marketer or advertiser should consider doing before diving into campaign proper.

2 Ways To Setup Facebook Conversion Tracking In WordPress
2 Ways To Setup Facebook Conversion Tracking In WordPress

However, I strongly advertise that if you do not know how to manipulate the manual method of configuring your Facebook pixel (or, Facebook Conversion Tracking), you should choose the automatic/third party method. In this resource, those running a Woocommerce based shop or website are at advantage. Please, be free to share your experiences or/and difficulties via the comment section.

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