How To Get Facebook Conversions To Boost Sales, Donations, Memberships, And Leads: Your goal may be to get new shoppers acquainted with your products so you’d want them to view your product page. If you’re trying to get your previous product page visitors to move closer to purchase, your goal could be to get them to add a product to their shopping carts or add their payment information. The point is, your business can have more than one conversion goal, and in this example, they differ according to where people are in their journey with your business.
Boost donations
When the charitable organization Save the Children tested conversion-optimized ads and traffic-optimized ads to determine the most effective way to encourage people to donate to its cause, it found that the Conversions ad objective brought in 4X more donations.
Boost sales
The online Indonesian travel agency, Tiket.com, more than doubled revenue by optimizing ads for conversions rather than clicks.
Other results included a 2X increase in transactions and a 6X increase in flight bookings.
More leads, more memberships
Current Meditation wanted more people to sign up for a free trial class on its website. Simultaneously, the meditation studio wanted to see which of these two ad delivery optimizations performs better: clicks to its website or conversions (getting people to register for a free guided meditation class).
It found that conversion-optimized ads did better with these results:
- 5X more memberships from conversion-optimized ads compared to traffic-optimized ads
- 2.6X more leads from conversion-optimized ads compared to traffic-optimized ads
Ingredients for a conversion ad:
- Your ad’s destination;
- The conversion event you want to drive; and
- Facebook pixel, app events via Facebook SDK integration, or both.
Your event source/destination options for Facebook conversion ads are:
- Website
- Mobile app
- Messenger
People often equate a conversion event with making a purchase. While this is the most valuable action for many advertisers, consider targeting the people in your audience who are still in the early phase of their journey with you. You can motivate them to get familiar with your brand by viewing your product page.
Maximize sales of the seasonal product on your website. The purchase is your conversion event and destination is your website product page. Make sure pixel code is on the website. Ad an event code to the web page where the conversion event takes place (order confirmation page or thank-you page).
The conversion eveng that was captured will be analyzed by Facebook to build its knowlege of how to optimize the ad delivery so it’s shown to those who are most likely to purchase your product. Facebook shows ads to different types of people to learn who is most liikely to convert. This process is called the “learning phase” and each time someone converts, Facebook updates its knowledge. Facebook requires that your ad generates a minimum number of conversions over a certain time period so Facebook can deliver your ads to the right people.
- Facebook pixel implementation guide
- Custom conversions
- About Facebook pixel
- To verify the pixel has been deployed correctly, get the Facebook pixel helper.
Facebook pixel for websites
This is the code you add to your website to understand what actions people are taking on your site. There are two parts to the pixel:
- Pixel base code. This tracks activity on your website, providing a foundation for measuring specific events.
- Event code. This is the code you add to specific web pages where you expect conversion events to occur. By adding the event code to specific pages, you can know how many conversion events are taking place on those pages.
Standard event conversions
Standard events are pre-configured and once they’re set up for tracking, the data captured by the pixel or SDK can be used to create target audiences, optimize ad delivery, and measure your ad performance. We covered how Facebook uses conversion events captured by the pixel or SDK to learn who’s most likely to convert so it can optimize the ad delivery and provide the data to help you understand how many conversions your ad is getting.
This information can also be used to retarget your previous site or app visitors. That is, you can define a custom audience based on who has taken certain actions on your site, and show your ad to them. For instance, you can set your target audience as people who have registered your app so Facebook can show your ad to them.
Custom conversion events
What if you want to track conversion events that are not part of the Facebook pixel and SDK standard event sets? Perhaps you want to track downloads of your annual survey on mobile shopping or requests for more information.
In these cases, you can create custom events. Note that you can track these events and use any custom events data captured by your pixel or the SDK to create target audiences. But Facebook can only optimize delivery for standard conversion events, not custom ones. In other words, Facebook will look for people who are likely to make a purchase on your website but it doesn’t optimize specifically towards people who are likely to complete your custom event.
How To Get Facebook Conversions To Boost Sales, Donations, Memberships, And LeadsFacebook Offers
- Set your offers to be redeemable online, in-store, or both.
- Make in-store redemption easy by adding a barcode or QR code to your offer.
- People can easily save your offer for later. When they do, they’ll get in-app notifications before it expires.
- When people save an in-store offer, they’ll get a notification when they’re nearby your business — as long as they have their location services turned on.
Offers can make your ad “sticky” because of the notifications people get to remind them to redeem and because they can revisit your ad if they’ve bookmarked it.
Note that Offer ads are served in Facebook News Feed, and once you choose to turn your ad into a Facebook Offer, you can’t add a Canvas.
Ad delivery optimization
We recommend you choose “Conversions” as your ad delivery optimization. This will deliver your ads to the people more likely to convert, lowering your overall cost per conversion. As your ad starts delivering, and someone converts, Facebook analyzes the attributes of this person and finds more people like him or her.
Optimize for link clicks temporarily
A minimum number of conversion events will need to occur at the ad set level in order for Facebook to learn who is more likely to convert.
If you do not expect your ad set to reach the recommended minimum number of conversions per ad set, you can opt into this feature. This allows Facebook to use link click optimization in addition to conversion optimization to capture more conversion data.
Conversion Window
A conversion window is the time between when someone views or clicks your ad to when he or she completes an action that you’ve defined as a conversion event.
When you specify your conversion window, you are essentially telling Facebook to only pay attention to certain conversion data when deciding who should see your ad, including:
- Which action(s) lead to your conversion event: do most people who convert click or view your ad or both?
- How long does it typically take for people to convert after seeing or clicking your ad? Within a day or within seven days?
Notice we said “view” or “click”. This is because while many of the conversions that can be attributed to Facebook ads occur after people click them, some conversions occur after people see the ad. If impressions also lead to conversion, a conversion window will help Facebook make these connections and improve delivery.
Using Canvas, you can pitch to your audience in a highly branded and engaging way.
While Canvas is not a tool unique to the Conversions objective, we offer easy-to-use templates to create fullscreen Canvas experiences that are specifically designed to get new customers and sell products.
Why add Canvas
Stir your shoppers’ impulse by delivering a high-impact mobile experience that combines video, image, 360 content, and call-to-action buttons and drive them closer to conversion. Your audience interacts with your message as they swipe, zoom, and tilt their way through your product or brand story.
Served in Facebook’s mobile News Feed and Instagram Stories, Canvas delivers a fast-loading and immersive fullscreen experience that allows you to enrich your narrative.
How it works
Canvas serves as an intermediary experience between your ad and your final conversion destination. If you add a Canvas to your ad, people who click your ad will first land on your Canvas. Here, you can whet their appetite for your offerings, then direct them to your site or app where they can complete the conversion event.
Because Canvas takes over the mobile screen entirely, it delivers a high impact experience that can create instant connections. It also loads quickly and people don’t have to leave their Facebook app, making the flow seamless. You can add a Canvas to any ad format.
HOW TO GET FACEBOOK CONVERSIONS TO BOOST SALES, DONATIONS, MEMBERSHIPS, AND LEADS