Facebook™ advertising is effective if you do it right. But how do you know that you’re doing it right? You measure the results of each campaign. You try to attribute every sale and every sign-up to the ads you showed to Facebook™ users. And this is the hardest part of your job because you have to manually configure the Facebook™ Pixel for each specific URL connected with an event: adding to wish list, sign-up form, checkout, etc.
The Facebook™ Team is working hard to keep the platform relevant and keep its users – both private and business accounts. For businesses, it created an effective new tool that will simplify the work of checking for conversions. It is called the Facebook™ event setup tool.
What Exactly Is the Facebook™ Event Setup Tool?
This tool appears under the Event Management section of your page administration panel. You still have to install the Facebook™ Pixel, but you no longer have to configure it for each specific event.
Instead, the Facebook™ event setup tool will perform this action automatically and adapt the pixel to give you the information you need for each specific action. For instance, when you launch an ad campaign to promote newsletter sign-ups, the Facebook™ pixel on your site will track clicks and completed CTAs for the sign-up form URL. Next week, you want to promote a discount sale for a range of products. The Facebook™ event setup tool will modify the pixel to track ad clicks that result in sales.
What Kind of Events Can You Monitor with the Facebook™ Event Setup Tool?
This is a new tool developed by Facebook™ and it may suffer modifications as it users send feedback about it. At the moment, you can use it for the following events:
View Content
Search
Add to Wishlist
Add to Cart
Initiate Checkout
Add Payment Info
Purchase
Subscribe
Start Trial
Complete Registration
Contact
Find Location
Schedule
As you can see, you have enough options to choose from, covering the most important types of ad objectives: awareness, consideration, and conversion.
How to Set Up an Event Tracking Using the Facebook™ Event Setup Tool
First of all, go to Event Manager and from the drop-down Set Up button select the option Set Up New Events. In the next panel, you have to choose between:
Use Facebook™’s Event Setup Tool
Manually Install Event Code (the old method).
After you select the event setup tool, you will be asked to fill in the website URL where you want to track the event. Next, you can choose between tracking a URL and tracking a button (Add to Cart, Checkout, Sign Up, etc.).
Tracking a URL
For the URL tracking, you will have to select a specific event from a drop-down menu and then fill in the exact URL of the respective page on your website. Click Confirm and the event is properly set up.
Tracking a Button
The same procedure applies for tracking a button, with the exception that you will have to fill in the name of the button on your web page after you have selected the event.
As you can see, this new method is very easy and simple. You do not have to code, you do not have to spend too much time figuring out if you did it right.
Also, please note that the Facebook™ event setup tool is still in the rolling out phase. So, if you do not see it in your Event Manager section, don’t panic. It will come to you sooner or later.