It happens sometimes: You know your marketing efforts are working, but your boss needs to see more. They need to see the data behind your active campaigns to qualify your company’s return on investment. Marketing professionals, meet Facebook’s Events Manager. This handy tool will turn those monthly meetings with your boss into jam-packed data sessions.
After applying this handy tool, you’ll no longer simply look at the click-through rate of your Facebook Ads. You’ll be able to see where your audience is clicking and how many people are converting. You can even assess the content users spend the most time on. The Events Manager works in a similar way as Google Analytics, but it’s built to specifically support the campaigns you’re running on Facebook. All it takes to get your business set up with Facebook Events Manager are the following three easy steps.
1. Make sure Facebook Pixel is installed and active.
Facebook advertising is a powerful tool for any business, but the key to success is showing how your advertising dollars are spent. Setting the Events Manager tool is easy, but first, you must make sure Facebook Pixel is installed on your website. If you need to get Facebook Pixel, head to Facebook Business Manager, click “Events Manager,” and select “Pixels.” Here, you can get a line of code that is specific to your business’ Facebook Ads Manager account and apply it to your site.
2. Prepare to tag your events.
Once your Facebook Pixel is active, you can begin tagging your events. Head back to the Events Manager and select “Set Up Event.” Once this is selected, you can enter the URL you’d like to tag. You may be wondering, “What are events?” Well, that’s easy! Events are anything your business could log as a lead, contact, or conversion. This could include submitting a form fill; clicking a call-to-action, call-to-text, or click-to-call; finding a location; or engaging with your site’s chat feature. All of these are considered events in the eyes of Facebook.
3. Create custom audiences based on your event traffic.
Once your events are tagged, you’ll be able to see how your website’s traffic is engaging. You’re now ready to create custom audiences directly in Events Manager. For example, you may want to create a custom audience for an ad that targets consumers who contacted you directly on your website. This ad could include a special sale or incentive to get that audience to make an additional purchase or even come back to the website to finalize a sale.
Targeting within Facebook has become somewhat limited since the Cambridge Analytica scandal; however, Facebook’s Events Manager allows marketers to target audiences that are verified as already having an interest in your business. This can help solidify your advertising efforts as well as your return on investment.
By following these three simple steps, you’ll set set up your next Facebook advertising campaign for success!