May 31, 2016

Facebook Tracking Pixel – Know Your Return On Investment

When it comes to promoting your event there can often be a lot of decisions based on a hunch, or if you’ve spent money in a certain publication before then you tend to just repeat the campaign. But are you tracking your return on investment (ROI)? The good news is that you no longer have to rely on intuition when make those marketing decisions, as data is here to help.

**If you would like to implement the tracking pixel into your ticketshop, please contact your Account Manager or drop us a line. We’re happy to do it for you!


What is Facebook Tracking Pixel?

The Facebook Pixel is a piece of HTML code that can be found within your Facebook Fan Page. Once this piece of code is integrated into your ticketshop, you will then be able to track important conversions such as ticket purchases along with being able to build vital audiences in which you can then target using custom ad campaigns.  


How to get (and send) your Facebook Tracking Pixel?

  1. Access Facebook from your Admin profile
  2. Click on the drop down menu on the top right corner. Choose → Manage My Ads
  3. Once selected, Facebook Ads panel will appear. Click on the top menu → Tools → Pixels
  4. Under the image you will find a green button called “Create Pixel”. Follow the steps and name the pixel as you wish. Now it’s on!
  5. A new screen with more options will appear. Choose from the top menu → Actions → Send pixel code via email


Why should you use Facebook Tracking Pixel?

By installing the Facebook pixel on your ticketshop, you’ll unlock several powerful features including the ability to create trackable conversions and the opportunity to build out custom audiences.

Conversion tracking can help your business measure the return on investment of Facebook Ads by reporting on the actions people take after your ads are viewed.

For example, if you want to track checkouts, you can create a conversion for users that have hit the checkout page of your ticketshop. Facebook then matches that conversion event against the set of people who viewed an ad or clicked on an ad so that we can provide you with information that helps you understand the return on investment for the amount you spent.

Also another key advantage of using the facebook pixel is that it allows you to automatically build audiences for you to retarget: This means you can create Custom Audiences of people who have visited a specific page on your ticketshop and have not visited another. For example people that have hit your shop but not purchased a ticket.


What do I do with this information?

Once everything is in place, it’s time to see how your campaign is performing.

To view these important metrics simply go to your Ads Manager. Here you will be given top line data for your campaign. To investigate a little further we recommend going to your Power Editor and selecting ‘Reporting’. It is important not to get overwhelmed with the power editor here. Simply click  ‘Create Report’ and all of your campaign data will appear with further campaign metrics.

You have the ability to change the metrics being displayed by clicking on the ‘columns’ drop down and choosing what metrics you wish to be displayed.

And remember – test, test and test some more. Test ad copy, test audiences, test schedules and test budgets.