Advertising · Startups

What's the best way to track conversions from Facebook and Google advertising?

Svetlana Gluschuk QA Analyst

November 21st, 2016

I am a marketing assistant in a small online ticketing system company. We try to educate ourselves on online advertisement and we are advertising for a few months on Facebook and Google but we are not doing very well. I am not sure what we are doing wrong but I am sure that we have to change something. Among other things we want to track conversions from Facebook and Google the right way. I need some help with this. What is the best way to do this?
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Tom Read Head of CRO, Digital Marketing Company

December 23rd, 2016

@svetlana, others has eluded to it, both Google and Facebook provide conversion pixels which you can place on a page on your website. Typically the "Thank You" page after a conversion has taken place. I find the easiest way to place these pixels without the need for a developer is through https://tagmanager.google.com/?hl=en#/home

They can feed back into Google and Facebook the users who have converted and then optimise your campaigns algorithmically.

Dana Doron Strategic branding, marketing, direct response & product innovation expert

November 21st, 2016

For Facebook, you need to install a pixel on your website (Facebook provides instructions for this in their help section, but you may need someone with web development skills to do it for you). Then Facebook can track click-through rates and conversions for you in the Ad Manager and you can run a variety of useful reports. To have a check on Facebook's conversion tracking, it is also a good idea to assign UTMs for each ad. You can use Google's URL Builder to create those links https://ga-dev-tools.appspot.com/campaign-url-builder. Then use Google Analytics to track conversions from each ad.

Anastasia Titova Head of Marketing at QArea, Software Development Solution and QA

November 21st, 2016

Hi Svetlana. Google Analytics is always a king for reports.
Still, if your goal is to measure traffic cost, without making any changes in GA, you can use Google adwords (as I suppose you're talking about ppc), and Facebook ads manager reports. There you can track price per click to compare traffic cost.
But if you aimed at measuring lead price, the easiest tool as for me is GA - set up goals you need to achieve, and calculate the price per lead from the channel you invested in, using UTM links as Dana described above.

Gary Jurman Screen Printing Industry (30 yrs)

November 22nd, 2016

It's easiest if you have a way to tell when a lead has been generated, ie an online form, since presumably they are not booking directly on your site. Make sure when visitors complete the form (keep it short) that you send them to a Thank You page. You can set up Google Analytics to track when someone reaches the Thank You page (ie. those who completed the form). The same is true of Facebook. It's also best if you offer some kind of reward if they fill out the form, like some free highly desired information. The info can be anything from a vacation preparedness checklist to a best vacation spots guide.

When advertising using PPC, don't just throw a bunch of keywords into an ad group and hit "GO." Keep your ad groups tightly focused, and your campaigns very specific. It's better to have a ton of laser focused campaigns, each with hordes of tightly focused ad groups. As an example, a vacation to the playground might look like this:

Campaign: Swing lovers toddlers
Ad Group 1: swing vacation with toddlers
Keywords: [swing vacation with toddlers], "swing vacation with toddlers"
Ad Group 2: Baby swing vacations
Keywords: [Baby swing vacations], "baby swing vacations"
Campaign 2: Slides
Ad Group 1: Big slides
Keywords: [big slides], "big slides"
Ad Group 1: Big slides vacation
Keywords: [big slides vacation], "big slides vacation"
Ad Group 2: Big slides vacations
Keywords: [big slides vacations], "big slides vacations"

The reason for doing it this way is so you can figure out exactly what is working and what isn't. "Vacation" and "Vacations" are not the same keyword, and people may type them for entirely different reasons. One might convert, while the other could be a dud. The goal is to find the winners and pump them, while modifying or killing the losers because they waste money. Also, Exact Match [] and Phrase Match"" convert very differently as well. Different keywords perform differently.

You should also be split-testing different ads that are specific to each campaign. That's another rabbit hole.

It's helpful to use the Adwords Editor tool because creating all those campaigns and ad groups is a lot of work. Copy/paste and spread sheets can be your friends.

Adwords is a pretty steep learning curve, so you'll need to dedicate a good bit of time to learning it if you want to get good at it. There are a bazillion things you can do with it, and like with a box of crayons, you can create impressive art or commit atrocities, depending on your skills.

Chuck Bartok Social Media Consultant, Publisher, and Contrarian Curmudgeon

November 21st, 2016

Have you used any of the tracking Link tools?
For Google plus we always use a google URL shortener.
Google analytics should also show you referral source and where they landed.

Brandon Tayler Aspiring Creator

December 27th, 2016

I know this is a little late of a ply but you may also want to look into some startups and services like segment.com They alllow you to connect your google analytics and FB pixel tracking info all into one aggregated place.


Best of luck