We recently showed you how to set up Facebook retargeting ads (read here).
Facebook retargeting ads allow you to reconnect with website visitors who left without completing an action, such as purchasing an offer, setting up an appointment etc. This is an incredibly powerful way of luring back ‘lost’ visitors to your own local agency site, or luring back potential customers to a local business client of yours.
However, once you’ve set up your Facebook retargeting pixel, not only can it lure lost website visitors back with targeted ads, you can also use it to track and understand certain actions people take on your website after viewing or clicking your ad, so Facebook can go and find other people who would be open to your products or services, how cool is that? This is called Facebook Conversion Tracking.

Let’s get started with Facebook conversion tracking:

Let’s go over Custom Conversions tracking inside your Facebook ads manager.
With Custom Conversions, there’s no need to add additional code to your website. Instead, choose which website URL’s count as a conversion action. E.g. say your retargeting ad bought back a lost visitor to the appointments booking page. The conversion action here would be a confirmation or ‘thank you’ page because they completed the action you wanted them to do i.e. book an appointment.
The first step is to go to your drop-down menu inside your FB ads manager, click on ‘All Tools’ and then ‘Custom Conversions.’
Once inside, click on the “Create Custom Conversion” button.
Inside, you will enter the URL of the page you are driving traffic to. For example, a “Thank you” page. This page counts as a conversion action. For example, somebody just booked an appointment, or downloaded a free eBook etc. and then they landed on this “Thank you”page URL.

Give it a name, and category to finish setting up your conversion.
The reason why it’s important you have this set up is that Facebook will start to optimize your ad according to the people that have filled out your form, booked an appointment, downloaded a free gift, or whatever action you define.
For the “value” field, you can leave this blank if you are using it to track leads, opt-ins, appointment bookings etc. This field is only if your website (or your client’s website) has eCommerce capabilities, and you are tracking actual purchases made… in that case, you would enter the pricing of your product (enter only digits and no symbols e.g. 37 for $37 priced product).
To give you an idea of how this benefits you, let’s say you are generating leads… now, every time someone clicks on your FB retargeting ads, comes back to your site (or your client’s site) and then, for example, books an appointment, Facebook will go out and find other people with similar interests as the original person that signed up.
You can see why this is important. Facebook optimizes your ads so you find new people, and your conversions increase over time.
You can check that your conversions are working back in the Custom Conversions section.
You’ll want to have the same pixel for your whole business and you’ll want it placed on all the pages of your or your client’s site.
In case you’ve got two businesses in different niches, ideally you’d want to set up two Facebook Ads accounts, and have two separate pixels tracking each business niche.
This will make it easier for Facebook to start learning what types of people they should be targeting with your ads, helping you generate more leads and sales.

How to separate your audiences:

Another cool thing you could do with all these different URL’s and conversion events is that you can create separate audiences. Go over to the “Audiences” section.

Now we can stipulate that, if anyone visited a certain page on your website, this is somebody we can create a custom audience around. This audience will be auto updated. It’s “cookied” to them and based on their browsing behavior.

Click “Create Audience” and then “Custom Audience”.

Then click “Website Traffic”.
We can state not all website visitors, but just people who visited a specific web page.
You can track people in the last 30 days, last 7 days (if you’d like to make it more recent), or you can go for the maximum 180 days. This will allow you to create a big audience of people that completed an action, such as booked an appointment, downloaded a free gift, became a lead etc.
Give it a name, something that’s easy for you to refer to and is relevant to what you’re tracking.
Facebook conversion tracking

How to refine your audience further:

Another cool thing you can do is to refine your audience even further, depending on their actions.
You can “Include More People” or “Exclude People”.
To make this more clear, here are some examples of why you would want to include or exclude people.

Segmenting.

Say you have a local client who has a website where a visitor can do 3 different things on different pages; download a free eBook, book an appointment, and purchase products online.
You can target everyone that’s downloaded the free eBook, but exclude everyone that’s already booked an appointment or bought a product, as you want to encourage people who have downloaded the free gift to spend money (and you don’t want to be remarketing to people who have already bought something, booked an appointment where they will be spending). You only want to be remarketing to the people that only downloaded the free gift).
Conversely, perhaps you wish to target everyone that’s downloaded the free eBook, but you also want to include everyone that’s bought a product from the website, as you want to encourage both sets of people to book an appointment where higher products or services can be offered to them. Facebook allows you to include people so you can do this.
As you can see, Facebook retargeting pixel is an awesome way to track and understand certain actions people take on your website after viewing or clicking your ad, which allows Facebook to find new people to show your ads to, which can only lead to more leads and more sales – thank you Facebook!

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