How to Track Conversions in Facebook Ads

Today I’m going to show you how to implement conversion tracking for your Facebook Ads.

The Aggravation with The Facebook Pixel

We do a lot of online advertising for our clients here at Zeffective. One of the ingredients for making successful ad campaigns is to implement conversion tracking into your ads. After all, you need to capture data about the users that convert so you can segment them and optimize your ads to grab more of those customers. But conversion tracking isn’t always easy to implement as was the case with Facebook’s advertising platform using their Facebook Pixel.

After many, many hours troubleshooting multiple issues, we figured out how to track conversions from Facebook Ads for our clients. The solution ended up being pretty simple, but the articles on Facebook’s help site were bad—they contradicted one another and they were often incomplete.

So, if you’ve had similar issues installing conversion tracking with the Facebook Pixel, read on for a step-by-step how-to article.

Step 1: Create the pixel

You’re prompted to create the pixel when creating your Facebook ads. If you’ve already created a pixel, you can find it in your ad account settings under Conversion/Pixels.

Step 2: Paste your pixel into your page

Paste your Facebook Pixel code immediately before the closing </head> tag of your web page.

Step 3: Add your conversion code

As of now, we’ve got our Facebook Pixel code in the <head> of our web page. This tracks all the PageViews by users that clicked on our ad and landed on our lead page. But, it doesn’t yet track conversions.

In order to track conversions—the number of people that fill out and submit the form—we need to add one line of code to our Facebook Pixel that we added in the previous step.

First, you need to pick a standard event, a.k.a. a conversion, from the table on this Facebook Help page. The Facebook Pixel Implementation Guide may also be helpful.

Next, copy the corresponding code for your conversion. For this example, we want to track leads, so we copy fbq('track', 'Lead');.

Lastly, back in the <head> of our web page, paste the standard event code (a.k.a. conversion code) immediately after the “PageView” line of code of your Facebook pixel. It should look like this:

Insert the line of conversion code after the line for tracking a "PageView" inside of your Facebook Pixel.

Insert the line of conversion code after the line for tracking a “PageView” inside of your Facebook Pixel.

Here’s a GIF you may find helpful:

Step 4: Validate with the Facebook Pixel Helper Extension

The final step is to validate your conversion code to ensure that it fires when someone completes the desired action (a.k.a. they convert).

First, download the Facebook Pixel Helper extension from Chrome’s web store.

Open a new tab in Google Chrome to your landing page and complete a test conversion.

Click on the icon for the Facebook Pixel Helper extension. A pop-up window appears that should confirm proper implementation of your Facebook Pixel and conversion tracking.

If you have an error message instead, you’ll have to troubleshoot the issue using Facebook’s help site as that’s beyond the scope of this article.

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