Anyone can place a social ad, right? Technically, yes, anyone can click the prompts that Facebook and Twitter provide. However, if you really want your ads to be successful, you’ll need to go beyond these default features.
One of our favorite advanced features is conversion tracking. Both Facebook and Twitter allow you to install conversion tracking that gives you a definitive number of direct conversions from your ad campaigns. Let’s walk through how to use this to target ads better, spend more efficiently, and improve results.
What Counts as a Conversion?
The conversions you track should be based on your goals for an individual campaign. Both Facebook and Twitter focus on goal types when determining campaign type.
If you’re looking to track form completions on your site, you’d choose “Increase conversions on your website” on Facebook and “Website clicks or conversions” on Twitter.
If your ads are intended to increase your fan base, choose “Promote your page” on Facebook and “Followers” on Twitter.
You see the pattern here.
How to Install a Facebook Conversion Pixel Facebook and Twitter both use pixels to track conversions.
To create a Facebook pixel to track conversions, follow these steps:
- Go to your Ads Manager.
- Choose “Conversion Tracking” from the left-hand menu.
- Click “Create Pixel” in the upper left.
- Choose what you want to measure:
- Key Page Views
- Adds to Cart
- Other Website Conversions
- Choose a descriptive name for your pixel.
- Click “Create Pixel.”
- Copy and paste the provided code on the page(s) where you want to track the conversions. You may need a developer to do this, depending on your skill level and your CMS capabilities.
Once your pixel is installed, you’ll see it in the “Conversion Tracking” area of Facebook Ads Manager. The “Status” column will you show whether the pixel is tracking or not.
To tie a pixel to an ad campaign, click “Create an Ad” in your Ads Manager. Choose the “Increase conversions on your website” objective. When you enter your destination URL, Facebook will prompt you to choose a tracking pixel.
Pixel performance will be displayed both in the “Conversion Tracking” area, as well as in each conversion tracking campaign you set up.
How to Install a Twitter Conversion Pixel The process of setting up a Twitter pixel is very similar to setting one up in Facebook.
- Go to your Twitter ads dashboard.
- Click “Create new website tag.”
- Choose a descriptive name for your tag.
- Choose the type of conversion to track.
- Site visit
- Sign up
- You can click “Show conversion settings” to show advanced options.
- Click “Save tag and generate code snippet.”
- Copy and paste the provided code on the page(s) where you want to track the conversions. Again, you may need a developer to do this, depending on your skill level and your CMS capabilities.
There are several ways to view conversion results in the Twitter Ads dashboard. The easiest way we’ve found is to choose “Campaigns” from the main navigation, choose “Reports by objective,” and click on “Conversions” below the chart.
To start tracking the conversions, choose the appropriate conversion tag when you’re creating a campaign.
Pretty simple, right?
You know how to create and implement conversion tracking. You understand how it can better measure the effectiveness of your social campaigns. Now all that’s left is for you to try it.
Once you do, we think you’ll become a conversion tracking convert, too.