Facebook Marketing: Creating custom conversions made easy

In this guide, I will show you how to create Custom Conversions on Facebook. Custom Conversions are a powerful tool for tracking specific user actions on your website. This allows you to gain a better understanding of your target audience's behavior and create more targeted advertising messages. By identifying which actions users take, you can optimize your marketing strategies and increase the effectiveness of your ads.

Main Findings

• Custom Conversions allow tracking specific user actions on your website.
• The creation is based on predefined rules that determine which actions are counted as Conversions.
• You can define the Conversion value, giving you a better idea of the financial impact of your Conversion.

Step-By-Step Guide

To create a Custom Conversion, please follow these steps:

Step 1: Access Facebook Events Manager

First, go to the upper right corner of your Facebook account and click on "Create". This will open a menu where you can select the option "Create Custom Conversion".

Step 2: Name Your Custom Conversion

Now you can set a name for your Custom Conversion. Choose a unique and descriptive name so that you can easily recognize which action is being tracked later. For example, "Purchase" if you want to track the purchase of a product.

Step 3: Add Description

Add a brief description explaining exactly what this Custom Conversion should track. For a purchase, this would be something like "One person purchases our product".

Step 4: Choose Event

Scroll down and select "All Traffic" as the Event. This will track all visitors coming to your website.

Step 5: Select Category

Now you need to choose a category for the Custom Conversion. You can either follow the categories suggested by Facebook automatically or define your own category. Categories include Purchase, Subscribe, or View Content.

Step 6: Add URL

Define the rule for when a Conversion counts. This rule is usually based on the URL accessed after a specific action is completed, like the purchase of a product. For example: If the URL is "www.example.com/product-1/thank-you", then it counts as a purchase.

Step 7: Set Conversion Value

Here you can set the value of the Conversion. This is particularly important for tracking your profits. For example: If your product costs 59.99 euros, enter this amount here.

Step 8: Define Additional Rules

You can also define additional rules to track more specific Conversions. For example, if the URL should contain or not contain specific terms.

Summary

In this guide, you have learned how to create Custom Conversions on Facebook. These features help you to better track user behavior on your website and align your marketing actions more precisely.