How do you know if your Facebook Ads campaign is working? Does the profit come from the phone application or the Offline store?


According to Statistics, Facebook’s collection of advertising facts and statistics for 2021 are:

– 26% of Facebook users who clicked on an ad reported a purchase.

– A Facebook user is likely to click 11 ads per month.

– In Q4 2020, Facebook’s ad revenue was $21.22 billion.



Thereby, it can be seen that the revenue from these ads not only comes from direct shopping through Facebook, but also from many other channels such as E-Commerce, mobile app, or offline store.

If you don’t track these revenue streams, you’ll definitely miss out on a lot of useful insights for your business. So, Facebook has launched Facebook Tracking tools to solve these problems!

Now, let’s find out what those tools are with us!

Facebook Pixel – Facebook Tracking Tool for E-Commerce Websites

The Facebook Pixel is merely a short piece of Javascript code that you attach directly to your website. This code will have the task of helping to track the number of visitors to the website and will record their actions on the page.

For Facebook, each user action on your website will be called an “Event”. Currently, Facebook Pixel can track the following 9 events:

– View content: Total pageviews of users

– Search: Track searches on the website

– Add to cart: Track products added to the cart

– Add to favorite list

– Track when customers start paying.

– Track when customers fill in payment information

– Track purchase activity and complete payment flow.

– Lead: Follow up and evaluate when there are potential customers

– Track the completion of customer registration

Note: Facebook Pixel only works with customers who access the website through viewing Facebook ads. Just like you can completely choose the type of events you want to track via Facebook Pixel.

With Facebook Pixel, it will help you track the conversion rate of each campaign, to know which ads have the most visitors and subscriptions.

You’ll also calculate return on ad spent (ROAS) metrics to understand which ads are driving revenue, as well as revenue per customer in detail.

Learn more about the tool here

Facebook Offline Event Tracking (OET) – Measure results at Offline stores

Facebook Offline Event Tracking (OET) will be a tool to help people track customer interactions and transactions directly at the store.

To put it more simply, with what Facebook Pixel supports to track user behavior online, it can also be done for OET, but the object will be offline customers.

The main difference between these two tools is the way the information is collected. For OET to work, users will have to take data from your sales systems and send it to Facebook as a CSV file.


And OET will allow you to track data types like:

– Customer information such as full name, email address, phone number

– Customer actions and events such as attending events, buying goods or ordering by phone.

– Information about the conversions of the order such as time, exact date, value.

Once that data is available, Facebook will search for a match between your customers. When there’s a match, Facebook will also show you which audience saw your ad before making an in-store purchase.

With OET completely helps you know if your Facebook Ads campaign helps improve O2O (online to offline) conversions. Thereby helping you have more relevant ad campaign customizations.

Learn more about OET tools here

Facebook Software Developer Kit (SDK) – Facebook Tracking Tool for mobile apps

This is a toolkit for Facebook software developers, for developers to directly integrate their applications with Facebook.

When integrated, this SDK tool will allow you to track your customers’ activity when using your mobile app (if they log in with a Facebook account).

Thereby, it allows exchanging and tracking information between your application and Facebook. In that respect, the SDK is quite similar to the Facebook Pixel but will be for mobile customers instead of websites.

With the built-in SDK tool, you can easily track in-app events like completing registrations, reaching new levels in the game, making in-app purchases, and more. Then share that data. with Facebook.

It is this information that will be the basis to help you optimize your content, placement, and even how to reach Facebook Ads with your app’s audience more effectively.

Learn more about the Facebook Tracking SDK tool here


[Read more: 5 things I wish I knew sooner when doing content marketing]


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