When Facebook advertising was first introduced, many companies were worried about how trackable their dollars would be. Digital advertising is favored because of how easily sales can be traced back to ad spend. Facebook ads are no different, and in fact, can be highly effective at showing how ads feature in the full sales cycle.
The key to Facebook’s tracking capabilities is the Facebook pixel. This code is placed on your website and starts tracking traffic almost immediately. With a few extra clicks and the Facebook Event Setup tool, common conversions like form submissions, email signups, button clicks, and more can be tracked with ease. Once your conversions are correctly set up, Facebook will let you optimize your ads towards specific conversion goals, like a form submission or a purchase. Conversion based campaigns are a JEMSU favorite.
If you are an ecommerce company, the Facebook pixel can also be used to track online sales revenue. Sites like Shopify, Bigcommerce, and WordPress have add ons that automatically track revenue from the pixel. Custom sites need a bit more coding to pull in all of the information, but unlocking this tracking allows you to see statistics like revenue and ROAS in the Facebook Ads platform.