A Beginner’s Guide To Facebook Ad Tracking
Ok, good people, and some of you others, I am Alex Becker, CEO of Hyros, and this is the beginner’s guide to Facebook ad tracking. If you understand Facebook ads and how to track them already and are looking for advanced Facebook Ad targeting or other info, you’re in the wrong place.
This is the guide for beginners looking at creating an ad and scaling it without wasting a ton of money.
The best part of Facebook is that everybody is on there. I mean everybody. Your grandmother is probably on there, and maybe even her cat has a page; who knows?
The problem with Facebook ads is that when it comes time to figure out what to do about attribution, to give credit to the ads that led to a conversion, most people default to Facebook’s analytics, which is dumb.
Facebook is all about Facebook. They won’t look past their own platform, so if you’re running an ad on Google that drives people to a Facebook page and you’re running ads on Facebook from that page,
In other words, let’s say you’re running ads on the interwebs, and those ads take people to a Facebook page. Once you get people onto Facebook, all attributions will begin and end with Facebook. They won’t give any credit to any other sources. So if you’re trying to decide what to give credit to and are looking to scale your ads, you’ll have incorrect and wrong data.
This guide is all about how to use tracking on Facebook so that you can effectively scale your ads from $50 a day to $100, $200, or even $1000 a day and increase your ROI by 30% without breaking the bank and wasting money.
Facebook Ads
Look, there are a bunch of people claiming to be able to help you with your Facebook ads, selling services that promise to use secret tactics and tips that only they know, using complicated strategies and tricks that only M.I.T. students would be able to understand.
That’s just silly. If you’re making your Facebook ads complicated, or you’re running 50 different ad sets or optimizing demographics down to the type of shirt a person wears, you’re doing Facebook ads wrong.
The problem with people that do this type of thing is simple. If you’re complicating your ads, you’re trying to make something work that just doesn’t.
But, if you know how to correctly target and give attribution to your ads, you can use kindergarten 1st-grade level stuff and do quite well. I’ve used these same tactics and had ads generate 10x ROI by understanding one thing. Facebook ads are about understanding how you reach an audience and scaling upward from there.
In general, you want to create your Facebook ads into two main types; interest-based and lookalike audiences.
By focusing your efforts on these two types, you’ll be able to track your ads and give credit to those that are performing better than others. This will allow you to scale performing ads and increase your ROI quickly.
How Do Facebook Ads Work
There are a whole bunch of ways you can launch a Facebook ad, but in general, we want to focus on two categories, interest-based, and lookalike audiences. However, there is another type of ad that you should know about, not because I think they work, but to avoid them as much as possible.
Those types of ads are impressions.
Impressions
I’m not going to spend much time on Impressions. I don’t think they work to convert very well and are just a bit of a money maker for Facebook.
Impressions are the name that Facebook (Meta) uses to describe a post or video ad that people get on their feeds. Of course, every engagement with the ad, whether it’s seen or clicked, is tracked, so this type of data can be a little misleading.
Sure we can do demographics, trends, whatever, but as far as creating effective ads and tracking them the most efficiently, these two ad types are the best by far.
Interest-Based Ads
Interest-based ads are those ads created based on a person’s interest, duh.
In other words, for a person that likes a product, say Marvel Super Heroes, and you’re selling a product that has some sort of tie-in or reference to Spiderman or Captain America or something, you’d create an ad based on the person’s interest in those things.
Or if you’re in e-commerce, you could set up an interest-based ad for people that like mountain biking if that made sense for your ad and product.
Lookalike Audiences Ads
Lookalikes are the doppelgangers of Facebook advertising. You know, doppelgangers are things that look like somebody but aren’t.
Like when you’re walking down the street and see someone you know, but as you get closer, it’s not them. They look, dress, and act like the person you know, but it isn’t them. It’s just one of those strange coincidences out there in the universe.
What a lookalike audience ad is one where you generate an ad based on data collected from people who have visited your site and bought from you before. To capture the data of who these people coming to your site are, you’ll install Facebook pixels, and when they opt-in, Facebook will use their information and create a lookalike.
Ok, now that you have grasped the basics, you need to know a few more things.
Pixels
Pixels are a little bit of code you get from Facebook and insert onto your website and landing page, allowing you to track people who come to your page.
It gives you insights into what type of people are visiting and when they interact with your page, either they opt-in, subscribe, or whatever; the pixel collects that information that you can use in your Facebook ad account.
Conversion Tracking
Conversion tracking is how the pixel collects the data about who visited and did what you wanted them to do. The primary difference between pixels and conversion tracking (Meta Pixels) is that pixels track all people that come to your page.
In contrast, conversion tracking focuses on only those that came to your page and converted, whether it’s buying something, subscribing, opted-in, or whatever.
Okay, so now that you understand some of the basic stuff about Facebook ads, let’s focus on the most important thing. That is tracking correctly so that you get the data you want and so you can scale your ads to increase your conversions and ROI.
As I mentioned before, Facebook only cares about Facebook.
It’s how they sell their services.
They will track all the conversions and impressions from your ad and attribute those to Facebook. Yup, it’s like they say, “Hey, come check out how awesome we are. We are the only place your customers opt-in. Look at our data; it proves it.”
Ok, so with Facebook, they want you to track your ad performance by utilizing the two forms of tracking, pixels, and conversion tracking meta pixels.
The Problem With Facebook’s Ads Tracking
There’s a problem with tracking your ads only by Facebook’s ad tracking, and it’s not the name of the parent company, Meta; meta what? What does it stand for, and why did it change its name? Just something I’ve been wondering, it seems silly, but whatever makes the Zuckerbergs happy, I guess.
The problem is that if you’re running ads on Facebook, the only credit Facebook is willing to give credit to are the actions that come from Facebook. It’s similar to last-click attribution, which is a measuring strategy that provides attribution to the last touchpoint a customer had before acting on your page.
The reality is that you may be running ads on multiple platforms and that Facebook is simply the last touch that a customer has before converting.
Facebook’s ads tracking will only give credit to what from Facebook led your customer to opt-in or buy. But if you’re smart about your marketing, you’re running ads all over the place, from Google, YouTube, and Facebook.
So that means you may have run an ad that got a person to click and head over to Facebook. Of course, if all you do is use Facebook tracking, you’ll think that Facebook is doing all the heavy lifting for your ads, and you’ll double down on the ad buy, expecting an increase in your ROI. But you’ll find out soon. That’s a dumb costly mistake.
Instead, you need to get the correct type of tracking that can keep track of every step of your customer before they buy from you.
The point of tracking correctly is to be able to scale your ads and increase your ROI. It’s really that simple. But too many people do tracking wrong.
So, to track your ads and get attribution so that you can scale correctly, you need tracking software that looks at all the touchpoints that a customer may have gone through before heading over to Facebook.
For example, if you’re selling high-ticket items and are looking for B2B decision-makers, you may be running Google ads that they come across. That’s the first time they see your product and come across your offer.
If they go directly to your landing page and opt-in, that attribution would fall under the category of first-click attribution. It’s simple and easy but doesn’t do much for you in terms of devising future ad campaigns that are similar to this one.
However, often for people in B2B or with high-ticket items, it will take a while and a number of interactions before a person decides to buy from you.
So you need to track what ads along the funnel are working and performing and which ones are just sitting there like candy corn on Halloween. Nobody likes candy corn and if your kid gets some for Halloween, guaranteed that they will sit on the table uneaten.
So, you want to know what ads are making an impact, and the only way to do that is to track your ads effectively. If you’re running multiple platform ads, it will be difficult to see where someone came from before they bought on Facebook. If all you do is rely on Facebook, your data will be wrong.
Instead, you want to track every ad, so that you can determine if it is just Facebook, or whether people are coming from YouTube or your website, or a Google ad, and then acting once they get to Facebook.
To do that, the only thing I know that can show you all the different ways to credit your ads and give you the right data so you can scale your ads and improve your outcomes is with Hyros. Tracking ads with Hyros is simple and will help you increase your ROI by 20-30% guaranteed. If you don’t increase your ROI by 20 or 30%, you don’t pay anything. So it’s kind of a no-brainer in that sense.
Ok, by tracking your ads effectively you can gain insights into what your customers are looking at, and what they want more of, and scale those ads that are performing. If all you rely on is Facebook analytics and tracking, you may be misguided.
You’ll spend money on ads that don’t perform as well as Facebook likes to make them seem, and you’ll end up spending a lot of money without increasing your conversions as much as expected.
Look, targeting your Facebook ads is critical, I can’t emphasize that enough. So get the right type of tracking, unless you’re interested in just doing what Facebook thinks is working, okay? But, if you’re serious about tracking your Facebook ads, you need to book a call with us at Hyros and get started on massive tracking results.
The call is free, you don’t pay a dime, and we’ll sweeten the deal with a 90-day guarantee that if you don’t see your ads scale by 20% to 30%, you’ll pay nothing. So go and book that call right now.
HYROS TRACKING
If you are interested in obtaining the same stats I showed in this video and even having us help you set this up, GO HERE to get more information on HYROS.
Ad Training and Tactics
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HYROS Facebook Group
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