On the previous article, we talked about how to track certain events on your website with the help of the Facebook Pixel.
This article will discuss another layer of event tracking using the pixel and is very beneficial for sites with multiple funnels.
So if you haven’t checked out the first article, I recommend going over it here before proceeding with this piece. This is specifically because you would need to know the basic event tracking in order to understand how to set up event parameters.
What Are Event Parameters?
Event parameters are bits of information advertisers place alongside the event tracking pixel snippet. These allow us to track what specific events take place in what part of the site.
Say you have 2 separate funnels for two separate audiences. For example, you have a fitness coaching program and you have a funnel for crossfit and a funnel for power lifting. It would make sense to have two separate lead magnets to attract the different audiences. If you went with standard event tracking, every lead that comes in will be under the ‘Lead’ event. But since those two audiences have a big difference within the same niche, it may confuse the data in the pixel making it more difficult to optimize.
Enter event parameters.
Imagine if you could segregate which leads came from the crossfit funnel and the power lifting funnel. Adding event parameters help differentiate the different events by adding in additional information.
Event parameters you can add in include:
- Value – usually used for purchases to tell Facebook the price of the purchased item
- Currency – goes hand in hand in value
- Content_name – Name of the product
- Content_category – The classification you would put the product in
- Content_type – The type of item the product is
So using the fitness example, I could have 2 different funnels where when users sign up, they are tagged as a Lead with the Lead event. But, we will be able to differentiate which lead comes from which funnel if we properly tag each lead pixel with the proper content_name.
How to Install Advanced Tracking
We’ll get a bit technical here.
I would recommend starting by mapping out all the conversions you want to track. This will ensure that everything is covered and that you won’t leave any stone unturned.
I use an excel sheet listing down all the events classified by the funnel and I already label each event parameter. This ensures that I won’t have any duplicates.
Once you’re ready, it’s time to put in the parameters on the pixels. The assumption here is that pixel standard event tracking is already in place. If not, I recommend doing that first.
If standard events are properly in place already, all you’ll need to do now is to label each one.
The parameters go after the standard event in the code. Here’s how it looks like:
To make sure you’ve correctly set this up, just visit the page you added the pixel on and check on the ever reliable Pixel Helper. It should be able to identify each individual parameter as well.
So what are the uses of being able to track these individual parameters?
Well Defined Custom Audiences
You know about custom audiences right?
One way to create custom audiences based on standard events. So for example, I can make a custom audience based on leads. The problem with this is if I have multiple audiences, they’ll all fall under the same custom audience. It will then be difficult to analyze this one big audience.
However, with the help of custom parameters, we can create custom audiences for specific lead magnets and campaigns. To do this, all you have to do is identify the parameter you set during the creation process.
Start by going to the Audiences tab and selecting to create a custom audience. In the pop-up, select website traffic to start setting it up. From the drop-down menu, select the event you want to track and put in the number of days applicable. Then click on ‘Refine by’, select ‘URL/Parameter’ and select your chosen parameter.
This process will allow you to segment an audience who took a very specific action on your site. You can create a more refined lookalike audience this way.
The other benefit of labeling each event is the ability to create custom conversions.
Say for example a user converts on one of your ads for a lead magnet and for some reason, opts in for another lead magnet. If you are just tracking standard events, Ads Manager will show 2 conversions from the same campaign.
Custom conversions allow us to track specific conversions happening on our websites. In addition, having these allows us to optimize for very specific conversions.
Here’s how to set up custom conversions.
First, go to the Custom Conversions tab from Ads Manager and from there, select to create a new custom conversion.
A pop-up will open and this is where you’ll create the custom conversion.
You can choose to create conversions based on URLs but for our current topic, we’ll select defining a conversion based on events. So in the example below, you’ll see that we picked ‘Event’.
Choose the particular event you want to track in the field next to it.
Below it is where you’ll input the parameters you set.
When you select ‘Next’, you will be asked to label the conversion. For purchases, you can also choose to assign a value.
And now you’re able to track specific conversions.
You’ll also want to set this up on Ads Manager. To do so, just click on columns, select ‘custom’ and find the custom conversion you just created.
Advanced events tracking can get a bit daunting but it’s definitely something very useful if you have a website with a high volume of traffic or if you have multiple funnels.
This is especially helpful for businesses who serve different customer personas.
If you don’t segment them properly, you’re left with a big audience whose details and interests can be all over the place and misleading.
It may seem very technical, but I promise that after immersing yourself in it a bit, you’ll get the hang of it. Even if you know nothing about coding, like me!
I know we got advanced here so if you need any clarifications, send them in in the comments below.