How to Create a Facebook Ad: Step 4 (Measuring Conversions)
This post is the fourth of a five-step process to set up, measure, and manage your Facebook ads.
Last time we covered measurement and Facebook reports, today we’re going to talk measuring conversions. You have two options at your disposal for conversion measurement: Google Analytics and Facebook conversion tracking.
Google Analytics
Even if you’re using Facebook ads to direct visitors to your fan page, the goal is probably driving traffic to your website. Wondering how much traffic? Just check your Google Analytics.
Take it a step further: is your Facebook traffic converting? Just check the goals tab.
Conversion tracking
Facebook recently launched conversion tracking for ads. Simply install code on the conversion page, just as you would with Google Analytics code.
Choose a category from:
- Other
- Purchase/Sale
- Sign up
- Lead
- View key page
That way, you can install multiple conversions on different conversion pages, as they apply. You can also give a conversion value, just as you would with Google Analytics goals.
Take it a step further: run “Conversions by Conversion Time” and “Conversions by Impression Time” reports to see how your ads are converting.
You’re almost there. Next time, we’re going to cover the last [and I promise it's the last!] step: making sense of the data.