Skip to main content

EventsFrame Blog

How to track your Facebook ads with Facebook Pixel


If you are advertising your events on Facebook there is one essential tool you need to be using - Facebook Pixel. You need to know your ROI on Facebook leads and you can only do that by tracking conversions - and this is fully supported within EventsFrame.

Wait....back up a moment....what exactly is a Facebook Pixel?

The Facebook Pixel is a small amount of code that tracks conversions from Facebook ads. You can use this data to optimize your Facebook marketing strategy, target specific audiences, and even send promotions to people who have taken some kind of action (for example, buying a ticket!) on your events pages. Essentially the Facebook Pixel boils down to know whether a customer buys a ticket after seeing your Facebook ad.


Getting Setup with Facebook Pixel

You don't need any coding skills on EventsFrame to setup Facebook Pixel, you only need the code you have retrieved from your Facebook Events Manager page.
  1. Head over to Facebook Events Manager
  2. Click on the Pixels tab
  3. Click Create a Pixel
  4. And click Create again to complete the process of creating your pixel

5. Now copy the Facebook Pixel ID code which will be in the upper left of the window:


Complete documentation for the Facebook side is available here: Using Facebook Pixel.

Once setup on Facebook, all you need to do in EventsFrame is add the Facebook Pixel code...

Adding Facebook Pixel to EventsFrame

Head over to the Settings tab on EventsFrame. Next Click on Account:


From this screen you are able to enter your Facebook Pixel ID and hit Save Changes.

Done!

Using Facebook Pixel Data

The Pixel Data can be retrieved from your Facebook Business Account. Here are just some of the ways in which you can use that data:
  • Re-market to previous visitors - If somebody has already visited your event pages, use this data to present a different ad specific to that event
  • Target specific audiences - based on the knowledge of who is visiting your event pages from Facebook, specifically target these demographics within Facebook ads

Retargeting 


Your event is live and your Facebook ads are bringing people in….but there is no need to spend all that marketing budget on showing the ad to people who have already visited your event page. Re-targeting can help you solve this.

Essentially it boils down to showing ads to people who have never visited your event page...these are your most valuable ads and most likely to boost your ROI per ad! Not convinced? Then you can go ahead with a smaller budget and test it - split testing can be done even with smaller audiences!

Facebook helps you manage this with ‘custom audiences’, from within Facebook you will define a segment of people using different criteria.

To exclude people who have already visited your page, you create a segment that has visited your event (those that have visited your event URL).

You basically only pay to show the ads on Facebook to people that visited the event and did not buy tickets. These people have the highest conversion rate. And you can set up a pretty small budgets to test this.

Anyway to do that you need a "custom audience". Which is a feature of Facebook where you define a segment of people using criteria.

You can create audience of all people that visited the event page. Simply by using url filter for the event page.

And then you can "subtract" from that audience people that converted. This you can do in two ways:
a) Make a filter of all people that visited the landing page and NOT performed an event "Purchased"
b) Make a filter of all people that visited the landing page and NOT visited a page:
https://app.eventsframe.com/attendees/XXX/YYY/ ( where XXX is order ID, and YYY is a security hash )

In Facebook they should be able to filter this as:
https://app.eventsframe.com/attendees/*

But the method B is not recommended as the URL might change in the future but the "Purchase" event will not.