One of the most important things at every stage of the marketing funnel is proper CONVERSION TRACKING.
Now this may sound boring and technical, and it is, but it doesn’t take long to set up and it will ENSURE that you DON’T WASTE MONEY ON ADVERTISING!
Conversion tracking means keeping track of the sucess of an ad campaign. This means establishing a GOAL or GOALS (such as bookings for your classes or signups for your mailing list) and seeing how many people from any given campaign actually reach your goal.
You can then divide the cost of the campaign by that number and calculate the Return On Investment (ROI) of that campaign.
A campaign costs you $100
You get 10 new customers
Each customer on average is worth $100 to you over a lifetime
You make approximately $1000 from this campaign ($900 after the advertising expense).
This is a good campaign, with a HIGH ROI.
Now, I can see your eyes glazing over with all this boring stuff, but if you’re going to spend money on advertising then you HAVE TO KNOW if it’s paying off or not. Otherwise you might as well throw your money into the wind and just hope that it blows back to you!
Luckily, with Facebook, it’s NOT HARD to do this type of conversion tracking.
INSTALLING THE FACEBOOK PIXEL
The first thing I’m going to teach you today is how to INSTALL the FACEBOOK PIXEL on your website.
The Facebook pixel is used for a number of different reasons:
1. Creating custom audiences.
Custom audiences can be created in Facebook and are very useful for marketing to.
For example, you can create a custom audience based on people who have visited your website in the last 90 or 180 days. These people are obviously interested in your classes, and in case they haven’t booked in yet then you can show ads to them on Facebook to try to convince them.
You can get even more specific with custom audiences, targetting for example people who have visited a certain page on your website. If you have a blog post about yoga for pregnant women, then you can create a custom audience based on people who visit this page and create an ad especially for them.
Not only this, but you can create what are called LOOKALIKE AUDIENCES.
Lookalike audiences are created by Facebook based on a certain audience you already have. They can be based on your email list, people who like your page, or your website visitors. Facebook looks at the profiles of these people, and finds other people who fit a similar profile. These are also great people to market to!
2. The other reason to install your Facebook pixel is to TRACK CONVERSIONS.
As I said, tracking conversions is an essential part of marketing.
We can only measure the success of any given campaign on Facebook if we have a way of tracking the number of conversions that each ad produces.
The Facebook pixel is a little piece of code that is provided by Facebook and that we install on our website.
This little piece of code is usually put on the final page of a checkout, or on the “thank you” page that people see once they’ve signed up for your mailing list.
This code reports back to Facebook and tells us when a visitor who has clicked on one of your ads reaches one of these important pages.
Thus confirming the success of that ad in that instance.
It’s then up to you to calculate the total value of the success of that campaign, compared with the total cost of the campaign.
If you create multiple campaigns, you can compare them to one another and see which one is working best for you!
HOW TO INSTALL THE PIXEL
Watch the following video which will show you how to install the Facebook pixel on a Bookible site.
If you are using a general WordPress site, you can install the Pixel Caffeine plugin on your site and this video will apply to you too.
If you are using another platform, then you will need to look for these instructions yourself as every platform is different.
That’s it! Your website should now have the Facebook pixel installed on every page!