You might have noticed there are many 'tags' that can be appended to your Facebook Ads during the upload process:
These broadly fall into four categories, as briefly outlined below:
- Facebook Conversion Tracking
- Multi-Channel Attribution Tracking
- URL Tracking
- AdParlor Ad Intelligence Tags
1. Facebook Conversion Tracking
This is used for Facebook Campaigns where the desired conversion action by the user occurs offsite e.g. user completes a purchase on your eCommerce website. As the Advertiser, you need to place a series of Facebook conversion pixels (a snippet of code) in the content of your website. These pixels 'fire' if the user performs the desired action; Facebook can then attribute this action back to the Ad that led to the user performing that action. Measurement is taken care of by Facebook and the results are returned along with the rest of your stats (e.g. spend, CPM, CPA).
These conversion pixels can be used to track the progression of a user down the conversion funnel, which could look like this:
- User sees Facebook Ad (Facebook impression)
- User clicks on Facebook Ad (Facebook click)
- User is redirected to your website (Facebook link click)
--- user is now 'offsite' ---
- User lands on your website homepage (Homepage pixel fires)
- User places items in cart (Added To Cart pixel fires)
- User proceeds to cart checkout (Checkout pixel fires)
- User completes purchase and is taken to checkout confirmation page (Purchase Complete pixel fires)
In this case, while your end conversion goal is to drive purchases, you can drive better results by understanding how far users get before turning away, and where that stalling point is. For example, if a user lands on your homepage but immediately turns away, perhaps it is worth looking at revising the landing page content. If a user adds items to their cart and begins the checkout process but turns away before completing the purchase, perhaps your payments screen is too complicated or time consuming to use.
Facebook conversion tracking is cookie-free and can be used for cross-device tracking as the Ads/conversions are associated with each Facebook user and not their browser or device. Conversions can only be tracked within a 28 day timeframe of when the Ad was clicked by the user.
AdParlor: Facebook Conversion Tracking Pixels
These can be easily created and managed in our Measure > Tracking Pixels menu:
Choose from predefined Tracking Pixel type categories or create a custom pixel to measure your conversion funnel steps how you want. Any Tracking Pixels created in Facebook Ads Manager or Power Editor are automatically imported into the AdParlor platform for your use.
- Cross-device conversion tracking with the Facebook conversion pixel
- How to check if your pixel is working properly
- What kind of information does Facebook track or send with each pixel fire?
- Website Custom Audiences
- Death of the cookie
2. Multi-Channel Attribution Tracking
Impression Tags and Click Tags can be used for tracking in multi-channel attribution models, where your users may have many interactions with your business across many channels before finally completing a conversion action. Without multi-channel attribution tracking, the contribution of your Facebook advertising on your user's conversion may be lost altogether as this is akin to the "Last-Click Attribution" model - i.e. only the last Ad click on gets the credit for that conversion. Obviously this is only telling one side of a multi-dimensional story:
To better understand your advertising effectiveness, it is beneficial to measure the contribution of each 'touchpoint' to the end conversion goal. These individual contributions can be modeled in a variety of ways by a number of 3rd party reporting platforms.
View and Click Tags are used to collect data for such models so that you can fairly attribute conversions to the original Facebook Ads even if the conversion came much later, in a seemingly indirect manner:
- Impression Tags are URLs that get fired when your Ad is viewed even if it is not clicked
- Click Tags are URLs that get fired when your Ad is clicked even if it does not immediately result in your desired conversion
They do not modify the Link URL of your Facebook Posts. They are cookie-based tracking tools and hence are only available for Desktop Ads, not Mobile. Click Tags are further restricted to only Desktop Link Ads that redirect to an offsite URL.
View and Click tags have the advantage of enabling you to track conversions which occur outside of the 28 day timeframe since the user was served that Ad (unlike with the Facebook conversion pixel tracking), and are used to track Ads by 3rd parties who do not own or have access to the publisher domain (where the Ads are shown i.e. Facebook).
AdParlor: Impression & Click Tags
These can be easily created and managed in our Measure > Impression Tags and Click Tags menus. Macros that dynamically update to reflect the Ad they are applied to can be used for simplicity of design and ease of application:
3. URL Tracking
These URL tags are appended onto the end of the Link URL in each of your Ads. They enable you to attribute the source of your website traffic to the corresponding parameters (e.g. campaign name, device type, gender) reported in the tags, via a 3rd party reporting tool such as Google Analytics (with UTM Tagging). URL Tags can be applied to Ads which promote link-based Posts that are displayed in either Desktop or Mobile Newsfeeds, or the Right Hand Side rail.
Using URL Tagging is particularly useful if you are running campaigns across multiple publishers (e.g. Facebook, Twitter, Google) and you want to track how this is affecting the traffic to your website:
AdParlor: URL Tags
URL Tags are created on the fly during the upload process. Choose your tag labels and apply values, either manually or by leveraging our macros that dynamically update to reflect the Ad they are applied to:
Google Analytics for Facebook recommends providing UTM tags for the following values:
4. AdParlor Ad Intelligence Tags
The AdParlor Ad Intelligence tags (nicknamed 'Intel Tags') are not used for tracking traffic or measuring conversions; rather they are tags that you can apply freely to your Ads, just like the tags you use when you write a blog post or an article. The Intel Tags allow you to classify your Ads based on custom aspects not otherwise available via Facebook and then analyze your results accordingly.
This feature is extremely powerful and allows you to dive deep into analysing not only what, but why certain Ads are driving better results than others - looking for trends, e.g. dark coloured images vs light coloured images, logo vs no logo, hand holding device vs device only etc. We like to call it 'the intersection of art and science' as it allows advertisers to close the feedback loop between the end users and the creative team responsible for the Ad creatives.
Check out our Blog Post for more on Intel Tags.