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Get Ready to Run Conversion Facebook Ads!

Over the next few months on our blog, we will dive into the Facebook Ad Objective: Conversion. The conversion ad format seems the most complicated to work with because it takes some backend setup on your website to get them working. Don’t let that stop you…conversion ads are the ad format that will produce the best return for your ad dollars! 

Let’s get started and cover the basics PLUS 4 things you need to do before starting your ads:

The Basics – a Facebook conversion ad objective’s primary goal is to help you grow the business on your website. This can be by growing your email list, sales, or lead generations. For example, you are telling Facebook I want you to show this ad to people who are likely to purchase if increasing sales is your goal.   

However, you have some homework to complete before setting up the conversion ads, i.e. getting the backend work done to ensure a quick and easy ad setup. 

Basic Set-up Required*: 

  1. Verify your domain in the Facebook Business Manager.
  2. Install Facebook Pixel on your website.
  3. Set up Facebook Conversions API using pixelyoursite.
  4. Rank your 8 Conversion events.

*We assume you already have your Facebook Business Manager and Ad Account set up. 

1. Start by verifying your domain in the Facebook Business Manager. Verifying your domain tells Facebook that you own the domain and have the authority to advertise, configure, and prioritize the 8- available conversion events for your domain. There are three ways to do this:

    • Add a meta-tag to your HTML source code. 
    • Upload an HTML file to your root directory. 
    • Update the DNS TXT record with your domain registrar. 

Verifying the domains sounds complicated, but it is pretty simple, if you use a WordPress site, several plugins are available to make this very easy. The most popular being pixelyoursite. Here is a quick video showing you how to verify your domain using pixelyoursite. 

2. The next step is to install the Facebook pixel. The Facebook pixel is code placed on your website. The pixel collects visitors’ data via the web browser and shares that information with Facebook. The data collected from the Facebook pixel is then used for current and future Facebook ad campaigns such as retargeting ads, custom audiences, or lookalike audiences. To start collecting data, install the Facebook pixel on your site; WordPress offers several plugins to make it easy, such as pixelyoursite. Here is a quick video training on installing your pixel using pixelyoursite. 

3. Next, you must set up the conversions API. API seems like you need a degree in information technology to work with, but it’s not that bad! An API stands for Application Programming Interface. To explain in the simplest terms possible, an API allows communication between two applications. In this instance, the API allows your website, server, or CRM to directly communicate marketing data such as website events (examples: purchases, leads, add to carts, etc.) and offline conversion to Facebook. Facebook Conversions API is known as server-side tracking. This marketing data helps Facebook with ad personalization, optimization, and measurement so that your ads are shown to people who are most likely to be interested in them (this is the important part).  

    • Why is this step so important? In 2021, Apple threw a wrench in the digital world with the rollout of iOS14. iOS14 changes affected all digital ad platforms, not just Facebook. iOS14 asks users if they want to be tracked. According to Statista, only about 21% of users opt-in to tracking. With this rollout, the pixel data is less effective for tracking and retargeting. The API helps fill in the tracking data gaps.
    • Here’s a short video to demo how to set up your conversion API using the pixelyoursite WordPress plugin.

4. The last step is to rank your 8- conversion events that can be configured and prioritized for Aggregated Event Measurement. The aggregated event measurement protocol allows for measuring web and app events from people using iOS 14.5 or later devices. Here is a quick video to teach you how to rank your events. 

We hope this article helps you get ready to set up your first Facebook Conversion Campaign. Too busy? LASK is happy to set up, design and monitor your FB Conversion ads, book an appointment to chat with us or request a quote today.

Reference Articles 

Verify Your Domain in Business Manager 

Connect Your WordPress Account to Meta 

About Meta Pixel 

About the Conversions API 

Facebook Aggregated Event Measurement

About Meta’s Aggregated Event Measurement

About Conversions API 

About Meta’s Aggregated Event Measurement