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Facebook Ad Conversion Measurement: Optimize Dealership Ads for Lead Conversion

Facebook Advertising Conversion Tracking

This campaign management tool from Facebook can be used by car dealers to optimize your dealership's Facebook ads for website conversions and measure your cost per lead, then calculate a campaign ROI...

  • Conversion measurement allows you to measure the return on investment of your ads by reporting on actions people take after viewing your Facebook Ads
  • If you want to track conversions that happen on your website as a result of your Facebook Ads, you can create a conversion tracking pixel and add these to the pages of your website where conversions happen (for example, checkouts or leads)
  • By placing the tracking pixel into the web code on your registration or checkout pages, you’ll be able to monitor actions that people take after clicking on your ads and measure your return on ad spend
Benefits of conversion pixels:
  • Ad optimization: Optimize your ad delivery and ad spend for website conversions. Once you've created a conversion pixel, you can use this in combination with the bidding option "Bid for website conversions" to show your ads to people who are most likely to convert.
  • Measurement: Measure how many conversions different versions of your ads are generating, and improve your ads to get more website conversions

1. Create the Facebook Tracking Pixel

Create a conversion tracking pixel for your Facebook Ads by going to the Facebook Ads ManagerAds create tool, or Power Editor (using a Chrome browser).  From Facebook Ads Manager:
  1. Click Conversion Tracking in the left-hand side of the navigation
  2. Click the green Create Pixel button
  3. Enter a name for your pixel and select one of the following categories: Checkouts, Registrations, Leads, Key Page Views, Adds to Cart or Other Website Conversions
  4. Click Create Pixel and then copy the code that’s displayed
You can also create a conversion tracking pixel from the ads create tool or Power Editor . 

2. Add the Facebook Tracking Pixel to Your Dealership Website

Install Pixel:
  • To add the pixel to your website, take the code and place it between <head> </head> in the code of the webpage that you want track conversions on
  • This pixel can track conversions such as checkouts, registrations, leads, key page views, or customers adding items to a cart. Ensure you add the pixel to the page on your site where the conversion takes place.
  • You can also assign a value to the conversion event. Learn how.

Verify Pixel:
  • Once you've created your pixel, you can see its status. Until you've had a conversion, the status will show as unverified. Your pixel must be installed properly and has recorded a conversion event to become verified so that you can begin using it.

4. Measure Facebook Ad Generated Lead Conversions

After creating the ad, you’ll see relevant columns from the Ads view in Ads Manager to monitor your conversions, including Results (conversions you've received) and Cost (cost per conversion).
These columns link directly back to the ad within the ad set and campaign you created under the Website Conversions objective, ensuring you can properly assess the impact of your campaign. Examples of conversions you're tracking from your Facebook Ads include page views, sign-ups, sales, and leads.
We've seen excellent click-through to conversion rates from Facebook Ads. They've helped us more accurately target ideal customers for our software. --Sean Rosensteel, Head of Business Development, Bravo Video

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Views: 1048

Tags: Ad, Ads, Conversion, Dealership, Facebook, Lead, Measurement:, Optimize, for


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Join Automotive Digital Marketing

Comment by Tom Gorham on November 25, 2014 at 6:48pm

Like it!  Thank you.  Great step by step.

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