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Introducing the unified Facebook Pixel

Out with the old, in with the new

Historically, multiple conversion pixels were required to measure and optimize campaigns for different parts of the conversion funnel, and separate custom audience pixels were required to build website custom audiences for retargeting. This was not only complex to set up, but also prone to placement and duplication errors.

Facebook has rolled out a unified version of these pixels, simply named the "Facebook Pixel", that serves as the catch-all for all website conversion and retargeting needs. In mid-Q2, 2016, they will be deprecating support for the legacy conversion and audience pixels. 

For more information, check out their in-depth support documentation

 

AdParlor Support

We are rolling out platform support for the pixel in phases.

Part 1 (released April 6th, 2016):

  • Ability to import campaigns that use the unified Facebook Pixel
  • Ability to set Primary Goal field as unified Facebook Pixel conversion event
  • Ability to create new campaigns that use the unified Facebook Pixel
  • Ability to set bid optimizations for unified Facebook Pixel conversion events
  • Ability to view and report on unified Facebook Pixel conversion events in the AR
  • Ability to create Facebook Pixels
  • Ability to create custom events 

Note: Part 2 (ETA early- to mid-Q2) will include Dynamic Product Ads.

 

Campaign Management with the unified Facebook Pixel

For information on creating a Facebook Pixel or custom events, refer to this article.

 

Creating a new Website Conversion Campaign

1. Create a new Facebook campaign by either launching the ACT (Facebook icon on the top left) or from the AR screen (Create Campaign button as shown)

2. Fill out the fields as required. Select:

  • Objective = Website Conversions
  • Primary Goal = Offsite Pixel

3. This will open up the Offsite Pixel menu item, where you can select your Primary Goal from the unified Facebook Pixel conversion events (NEW), or from the legacy conversion pixels. 

The Primary Goal is an AdParlor-only metric and represents your true conversion criteria. It is used to calculate CPA, CVR, and conversion metrics in the reporting system. 

You will be able to select conversion events configured for any Facebook Pixels that you own (i.e. for the accounts linked to the Advertiser in context), or that have been shared to your account. 

Tip: Though multiple conversion actions can be aggregated to reflect your Primary Goal, we recommend only selecting the primary action that you are optimizing for. 

4. Once you've created your website conversion campaign, you'll need to tell Facebook which conversion action you want Facebook to record for each ad set you create.

5. You can also use the unified pixel's conversion events to configure your bid settings. If you choose to optimize bidding for "Offsite Conversions", then you can only choose to pay for impressions, and not the conversion action directly (oCPM bid type model). 

 

Importing existing Website Conversion Campaigns

For more on the Import process in general, refer to this article.

1. Navigate to the Social Accounts tab of your Advertiser and click on Import next to the ad account you wish to import campaigns from. 

2. Select either Campaigns & Post Assets or Campaigns. (Post Asset import process is described in further detail here.) 

3. Select the unified pixel conversion action for the campaigns you are importing as shown (again, you will have access to any conversion actions for pixels that you own, or have been shared to your ad account).

 4. Click Get Started to import. You can track the progress of the import using the notifications flyout at the bottom left corner of the screen:

5. When the import is completed, you can view the imported campaigns from the AR (yay!)

Note: Any conversions recorded for that campaign for the unified pixel prior to import will NOT be retroactively populated into the Primary Goal field. Primary Goal events are only recorded moving forward from the date of creation/existence within the AdParlor platform. 

 

Reporting on Website Conversion Campaigns

For more information on using the Actionable Reporting system, refer to these support articles.

Unified pixel conversion events can be selected as metrics just like any other action event — they can be found under the Actions menu of the metric selection step when configuring reports. The events will be displayed for selection as {Pixel Name} {Event Name}.

Note: (In this example, the custom conversion event was named "Custom")

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