This blog post is part 2 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' Read Part 1 Here. This series is running weekly from June 9 - September 1.
In our last post, we talked all about the New Facebook Pixel and why it is such a special piece of code. This week we are going to modify that code in order to track our ads and make sure we are not wasting any of those greenbacks! Money, unfortunately, doesn't grow on trees, so we have to be smart Facebook Ads Strategists.
You'll remember how to access the Facebook Pixel from the last post, but this week we are going to add a tiny bit more to the base code for a specific outcome. I'm going to show you how I'm modifying the code to measure opt-ins to my Free Resource Library. But before I do, let me tell you what I did wrong with my pixel.
I use a landing page resource called LeadPages. LeadPages allows me to create a landing page so I can collect emails, add them to an email list, and deliver them a freebie, giveaway or redirect them to a private page on my website.
I was running ads to my free resource opt-in to the tune of a few hundred dollars *sigh* but I wasn't tracking the right thing. Sure, I had the pixel code on my LeadPages landing page, and on my secret library page on my website. The problem was, I didn't know if people were joining my free library from seeing and clicking on my ads, or from links when I shared the landing page on all of my other social media platforms.
I didn't know if a group thread, LinkedIn post or my Facebook ad was responsible for the opt-in. For all I knew, every single person joining my free library came from the many groups that I'm in. "cha-ching, but in a bad way.*
So, I'm going to show you how to modify the code and put it in the right place in order to track the right metrics and not waste anymore mulaah (sp?).
Let's go get the base pixel and copy and paste it into a word document. I use Google Docs - you use what works best for you. This is where we'll modify it.
We will be modifying the base pixel code right where the arrow is pointing, just before the word 'script.' Hit your enter two times, and let's go find the additional code we need to track our ads. In this example, I am going to track opt ins by using a 'Thank You' page after people opt in. If they've gotten to my 'Thank You' page, then I know, with my modified pixel, that they in fact came from my Facebook Ads and I can be confident that I didn't waste any money!
To get our extra piece of code, we'll need to click on 'Create Conversion' on the Facebook Pixel tab. Once there, you have many options to choose from. What would you like to track? In my case it is going to be 'Complete Registration.' I'll simply highlight the code starting with fbq and add it to my base code, just before the 'script' in the previous photo.
Here it is, neatly tucked right in the base pixel before the 'script' just as Facebook tells us to do.
Now let's go to my Free Resources 'Thank You' page and install the pixel so I can begin tracking the right page when I start to run my Facebook Ads. Here's the landing page where I want to paste my modified pixel on.
If your base Facebook pixel code isn't installed yet, install that first. After installing the base code, install the modified pixel right after the base code. This is what it looks like on my LeadPage landing page.
Now my 'Thank You' is all set up for tracking. There is a couple of important things we'll do before running our ads to make tracking even more potent, but this is really the foundation of becoming a killer Facebook Ads strategist. You will be way ahead of your competition if you get this step locked down.
PS: P.S. This series is now in ebook form, yay! If you want all these steps in one place download the '10 Steps You Need to Take Before Running Facebook Ads' here for free as my gift to you.