Facebook is a fantastic platform for getting people to convert and when you know how to track your conversions. Another great advantage is to use Facebook when creating ecommerce marketing campaign. You will find it very easy to keep track of what ads are working and what isn’t.
Pick The Right Conversion Event For Your Business
There are a number of conversion events you can choose from and in this article, we are going to stick with the main ones to keep things as simple and straightforward as possible.
Here is a list of the custom conversions you can choose from:
- View Content
- Search
- Add to Cart
- Add to Wishlist
- Initiate Checkout
- Add Payment Info
- Purchase
- Lead
- Complete Registration
- Other
Out of the list above, the highest intent event is obviously the purchase option. The visitor has bought from you and becomes a customer. However, the Facebook pixel requires at least 50 events to optimise for your conversion campaign and if you choose the purchase event and you don’t have 50 conversions against it, your campaign is going to struggle!
Chances are, your add to cart or initiate checkout options have more data against them and likely more than 50. That way, Facebook’s algorithm will tend to provide you with better results.
Know Your Custom Journey Like The Back of Your Hand
For the majority of your customers, they would have been on a journey from the point they came across your brand/product to actually handing over money to buy from you.
It’s unlikely that you will find a customer who is willing to buy on the spot from you without being wined and dined a bit.
The analogy of the couple who first meet and proceed to get married is the perfect example for explaining this point.
- Person A and person B have just met in a nightclub
- Both of them greet one another and proceed to make small talk
- Person A asks person B for their number after talking for say an hour
- Both of them have been chatting via text and arrange to meet-up for a date
- After a number of dates, person A asks person B to be their partner
The example above is just a brief summary of how many steps a relationship goes through and it’s the same with you and your customer.
Learning about your customer’s journey increases your chances of success on Facebook. How? By creating specific campaigns/ads for where the buyer is at for example somebody who is looking to move house could be delivered an ad from a removal company with a removal checklist.
- Person A and person B have just met in a nightclub
- Both of them greet one another and proceed to make small talk
- Person A asks person B for their number after talking for say an hour
- Both of them have been chatting via text and arrange to meet-up for a date
- After a number of dates, person A asks person B to be their partner
The example above is just a brief summary of how many steps a relationship goes through and it’s the same with you and your customer.
Learning about your customer’s journey increases your chances of success on Facebook. How? By creating specific campaigns/ads for where the buyer is at for example somebody who is looking to move house could be delivered an ad from a removal company with a removal checklist.
Ultranet – For further inquiries on any of our expertise or services, whether it is for website design & development, mobile application development, or digital media marketing, please feel free to contact or WhatsApp +6016 203 2000, email [email protected] or visit ultranet.com.my Thank you
