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By this stage, you will have already set up a Facebook pixel on your website, so these steps are solely focused on tracking your website forms when people click through from your Facebook ads. If you have yet to set up your Facebook Pixel, you can do so here.
Whether you have just recently started to run Facebook ad campaigns or you are just looking to better track your website visitors who arrived via one of your Facebook ads, you need to ensure you are correctly pushing events through to Facebook.
If you are a regular user of Google Analytics, you will see familiarities between how these conversions are set up, but unfortunately, there’s no way to import your Google Analytics goals into Facebook, so you will need to send events by using one of the setup methods we outline in this article
Once these events are being pushed through to Facebook and recorded correctly, you can then set up your conversions.
Events are simply a series of data pushes from your website when a particular action occurs. These actions could be a page view, a form submission or even just a click; although with GTM (Google Tag Manager), you have the ability to track almost any action on your website, from a user opening a particular page to a user viewing a piece of content such as a video.
Similar to how Google Analytics creates goals from events, Facebook does exactly the same. You will need to first push events back to Facebook before you go ahead and create conversions.
By telling Facebook when these events happen, you can set up a conversion so every time this action occurs, you will know which campaign or ad has driven this conversion.
If you choose not to track conversions, you won’t have a clear view of how your campaigns are working for you and what your ROI is.
In this article, we’re just going to look at form tracking in particular. Depending on the setup of your website, you may have to set up the event tracking in slightly different ways. Here at Autoweb, we use modal pop-up forms widely across our websites, so if you’re running Facebook ads, we’ll show you how to track these forms correctly.
If your users are re-directed to a ‘thank you’ page when they complete a form on your website, you are in for a much easier ride when it comes to tracking conversions in Facebook.
The current Facebook pixel documentation expects you to have this setup and there’s no need to utilise GTM.
To track a form completion using a ‘thank you’ page, simply follow these steps:
Unlike the next two methods, you don’t need an additional step, so you are ready to start reporting your conversions (see Reporting on Conversions for details on how to do this).
If your users can complete a form on your website but aren’t re-directed to a ‘thank you’ page (a success message may appear instead), you will need to use the GTM method in order to track these form completions.
Setting up Variable
Another option is that you may have a pop-up form on your website. In this case, you will also need to use GTM to track these completions.
In this case, it’s usually the case that the user will see a ‘success’ message rather than being re-directed to a ‘thank you’ page.
Setting up Variable
If you want to track clicks on the submit button attached to your form, use the below instructions:
If you want to track only successful form completions, rather than clicks on the submit button, use these instructions:
Using the Inspect Tool to Define Identifiers
If you’re tracking a submit button, you will need to know what attribution this button code has behind it.
You should see a series of identifiers, including Class and ID. You will need to take one of these identifiers and place into your GTM trigger.
For this example, we will use ‘class’. Copy the text that sits between the >< and place into the trigger in GTM.
If your website doesn’t navigate to a ‘thank-you’ page, you will find there’s often a success message that lets the user know the form has been sent successfully.
You can use this message as your unique identifier.
Tracking Successful Form Completions
You will need to navigate to Google Analytics and follow these instructions:
You should test your tag and trigger using the preview tools in Google Tag Manager to ensure that everything is set up correctly before submitting your container.
Once you are happy that Google Tag Manager is triggering events correctly, you can send a test event by completing the form.
Once your events are set up in Facebook, you will need to create conversions based on these events, so Facebook knows what is and what isn’t a conversion to you.
For example, someone watching a video may be a tangible action or event to you, but it isn’t technically a conversion as that user hasn’t parted with their data, so you need to define a conversion manually.
You can skip this step if you have used the instruction for tracking a ‘thank you’ page.
There’s very little point in pushing these events and creating the conversions if you aren’t going to track them in your reports.
During your event setup, you will have already set your conversions up and defined them as Leads, so you just need to ensure you are reporting on Leads.
Your Leads will now appear on your report, so you can assign these conversions to your campaigns. If you’ve only just set these up, you will need to wait for data to come through as this doesn’t report retroactively.
If you run a dealership and you’re looking to get started with Facebook ads, speak with our knowledgeable team about how we can help.