By default when we start running Facebook ads that are pointed towards our website, the website traffic will be tracked in Google Analytics under Source/Medium by the referrer Facebook.com or m.facebook.com. Google’s UTM parameters help to track further.
However, this traffic is not entirely from the Facebook ads we are running. This also includes visits from people who are clicking through the organic posts on our Facebook page.
Building Campaign URL (using UTM) for the Landing Page:
The easiest way to track ad campaigns in Google Analytics is by creating a custom URL using UTM parameters. Google’s Campaign URL Builder allows us to easily create a custom URL that will tag visits and conversions on our site using parameters such as Campaign Name, Source, and Medium.
In Google’s Campaign URL Builder tool, we have to enter the website URL and fill in the respective parameters.
– Campaign Source
– Campaign Medium
– Campaign Name
After filling all these details, Google generates a URL with the parameters. We can use this URL as the destination URL for our Facebook ads.
Additional Conversion Tracking Features to implement:
Creating Goal in Google Analytics:
The primary step to tracking Facebook conversions in Google Analytics is to create a similar goal in Google Analytics.
We have 3 basic options for creating goals:
- using a goal template
- creating custom goals
- creating Smart Goals
Goals from a template – The goal categories for a template includes Revenue, Acquisition, Inquiry, Engagement, etc.
Custom goals – They let us to choose goal types such as Destination, duration, pages, events, etc.
Smart Goals – Smart goals are available to some, google collects data from existing or running campaigns and optimize the goals itself.
For example if it is a custom goal, then we need to give a Goal description, Goal details like the destination, here it will be the URL.
Other options are value – we can set a monetary value to a conversion. Then there is funnel – which tracks the estimated path a user takes before converting.
Creating Custom Conversion in Facebook Ads Manager:
This is solely for the Conversion Ad type. Facebook Ads Manager allows us to run advertising campaigns specifically designed to drive conversions to our website using Conversions Ad type.
In Create a custom conversion, We can choose the pixel, next thing is to choose a rule, where we include URL or keywords from the URL. The next important thing is the conversion category. It contains,
– View content
– Add to cart
– Complete registration etc.
We can choose according to our goal.
Tracking Conversions Using Google Analytics Conversions Reports
Things to do:
– First place to go to check the report or Analytic is,
In Google Analytics, under Reporting > Conversions> Goals > Overview > Goals: Source/Medium
In Google Analytics, under Reporting > Acquisition > All Traffic > Source/Medium
– Next option is to select our created goal in Conversions drop down menu.
Select facebook/paid > in Conversions drop-down menu, select goal > Created Goal.