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How To Track Conversions for Facebook Ads

The Facebook pixel is great! However, there are big flaws with tracking conversions. Since Facebook Advertising isn’t as mature as Google, their tracking analytics reflect that. Therefore, how do marketers track conversions on Facebook Ads? Simple, use Google Analytics and set Goals!

Google Analytics

Do you have a Google Analytics Account? Is your website properly linked to your GA account? If not, then go to analytics.google.com and create an account. Then get the tracking code and add it to your website’s global header.

Once you install Google Analytics, you’ll be ready to set up Goals within Google Analytics.

Setting up Goals in Google Analytics

This part gets a little tricky, and depending on how your web forms work, or what you want to track as a conversion this will get complicated. However, here are a few things that you may want to consider as a conversion.

  • Form Submissions (If you have multiple forms, track each one separately so you know which forms are converting and which ones are not)
  • Phone Calls (You can only do this if you are utilizing callrail, marchex, or some other call tracking solution)
  • Directions To Your Business

Tracking Facebook Ads using UTMs

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.

This is powerful because Google Analytics doesn’t differentiate clicks from Facebook Ads from general Facebook posts or your Business Page. So you’ll want to use these UTMs in your ads, instead of using direct links to your website.

Facebook Conversion Reporting

So now that you have Google Analytics on your website, goals created in your account, and are using UTMs for your ads, you will be able to see all conversions coming through your Facebook campaigns.

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