What Are Facebook Standard Events And How To Use Them

Are You Using Facebook Standard Events To Track Your Ads Performance?

So what exactly are Facebook Standard events and how do you use them?

Okayyyyyy. With standard events, you can now easily report on conversions, optimise your adverts for success and build website custom audiences all from one pixel. As soon as you’ve modified your existing code to include standard events, you can access all the great features these offe

  • Conversion tracking. See how successful your advert is by seeing what happened as a direct result of it.
  • Optimisation. Automatically bid to reach people who are more likely to convert.
  • Remarketing. Remarket to everyone who visits your site, or just to people who visit specific pages or take specific actions.

Facebook Standard Events make it easy to measure the performance of your Facebook adverts and to reach specific sets of people who have visited certain pages of your website.

There are two important things to bear in mind when you’re implementing standard events: where to insert the code on your site, and what pages on your site you place it on.
 
In terms of the code, you want to place the standard event before the closing </script> tag within the base code (see the screenshot below). This ensures that the pixel will track the correct behaviour or actions. You also have the option to change the values ie if you were tracking sales of an event you add the cost of the ticket as the conversion value.

You only want to place the code on pages that correspond to the event that you’re tracking. For example, if you’re tracking purchases, only add the code to the pages where purchases are confirmed. If you were tracking opt ins add this to the thank you page.

Okay lets look at the nine different code options!

View Content

Add this code.

fbq(‘track’, ‘ViewContent’);

Search

Add this code.

fbq(‘track’, ‘Search’);

Add To Cart

Add this code.

fbq(‘track’, ‘AddToCart’);

Add To Wishlist

Add this code.

fbq(‘track’, ‘AddToWishlist’);

Initiate Checkout

Add this code.

fbq(‘track’, ‘InitiateCheckout’);

Add Payment Info

Add this code.

fbq(‘track’, ‘AddPaymentInfo’);

Make Purchase

Add this code.

fbq(‘track’, ‘Purchase’, {value: ‘0.00’, currency: ‘USD’});

Where it says “0.00” change this to the value of the product you are selling.

Lead

Add this code.

fbq(‘track’, ‘Lead’);

Completes Registration

Add this code.

fbq(‘track’, ‘CompleteRegistration’);

So like when we set up the base pixel a few lessons ago it’s up to you how you install this code. Either yourself or via your web development people

Hopefully this has not fried your brain too much but once you have mastered the pixels everything else will slot into place.

Claire x

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