It’s essential for companies to have a regular publishing schedule for Facebook to get more organic conversions.
However, companies that tend to post a lot of high-value content, lead magnets, as well as e-commerce links have a difficult time understanding which of their strategies are driving more leads and conversions.
Although companies can still use the Facebook Insights feature to track clicks from potential customers, this information can’t tell businesses whether any of those clicks generated conversions.
Because of that, companies have to rely on other web analytics tools such as Google Analytics.
With this platform companies can monitor the behavior of their website visitors from traffic that’s been generated through Facebook, and track the conversions throughout their business websites.
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Tracking Conversions
Companies that want to track the conversions they generate from Facebook need to start by setting up custom goals where they will be tracking the content form submissions, lead magnet downloads, and webinar registration through Google analytics.
If a company provides e-commerce options, then that business can also track its conversion rates and revenue by choosing the e-commerce options inside the Admin Panel of Google analytics.
After that, businesses should create a segment where they’ll be able to filter the traffic that is generated through Facebook. Inside the Reverse Goal Path or Landing Pages option, companies can look for a key goal and see which blog post, landing pages, or lead magnets have managed to drive the most conversions for that business.
Then, businesses can use all of their information to improve their Facebook conversion strategies, as well as create and publish a lot more effective content that’s going to generate more leads.
Depending on the marketing goals of a business, sometimes all a company needs to do to generate a lot of leads and conversions is organic content.
However, companies that have ambitious goals or smaller audiences will have to support their organic efforts with paid efforts such as boosted posts or paid ads on Facebook.
Ads for Conversions
It’s important for companies to set up metrics that will help in tracking conversions whether they want to drive sales on their business websites or they are using the Facebook Ads conversion objectives to generate more leads. This way companies can get a more accurate count on the conversion they’ve generated while also effectively optimizing the delivery of their ads.
To set up conversion tracking, companies need to go inside the Event manager and find their pixel.
Then, inside the Aggregated event measurement tab, they can add all of their web events, and at the top of that list, they can add their highest priority web events. These events can be leads, trials, purchases, or subscriptions.
Lower on the list, companies can add the lower priority web events such as page views or contacts.
When a business creates a new advertising set with the conversion objective, it can also optimize the delivery of those events depending on the web events that it previously listed.
This means that companies can run ads that are going to target more trials, leads, purchases, subscriptions, or any other web events that the company has decided to prioritize.
Matthew Caiola serves as Co-CEO at 5W Public Relations, managing the overall growth, direction and day-to-day business of the Corporate & Technology Communications Divisions and Digital Marketing.
With more than 17 years of PR experience, Matthew leads teams in launching and building high-growth tech companies, disrupting industries, building global brand resonance through thought leadership, C-Suite profiling, and speakers’ programs, as well as crisis communications across a variety of industries.
