Facebook is one of the most powerful platforms available for reaching and connecting with customers. Its popularity with all age groups makes it a must-have for all businesses, but many entrepreneurs aren’t taking its sophisticated advertising algorithms into account. If you’d like to gain deeper insight into the habits and mindset of your target audience, consider tuning into the Facebook attribution tool. Not sure what this is, or how to use it? Here, we share the basics on Facebook’s attribution tracking.
Attribution in Marketing
Many marketers find it challenging to measure attribution, which is the ability to determine which actions (such as purchases) were driven by specific marketing channels. Measuring the effectiveness of your digital advertisements can be a complicated process, but Facebook’s new attribution tool is designed to take the guesswork out of assessing metrics. When you’re ready to delve into your client’s journey from views and clicks to purchases, follow the steps below to activate the attribution tool.
Install Facebook Pixel and Set Your Attribution Window
Before you can use the attribution tool, you’ll need to install Facebook Pixel on your website. This is a simple process, and you can find detailed instructions here. Pixel can track several different events, so we recommend allowing permission for Pixel to monitor actions such as Purchase, Add to Cart, Initiate Checkout, and View Content. To follow a step-by-step example of how to set up the Facebook attribution tool and choose your attribution windows, please visit this site for examples.
Analyzing the Results
Facebook’s attribution tool is a bit different than other attribution options out there. When you opt for Facebook’s attribution model, you’ll notice that their data places a high priority on clicks, rather than views. For example, if a customer clicks the ad on December 1 but takes a week (or more) to make a purchase, Facebook will attribute the conversion to the first click (or action) on December 1. Unlike many other attribution tools, Facebook’s version allows a window of up to 90 days, so businesses with longer conversion times can gain insight into customer impressions.
Additionally, it’s important to note that Facebook counts many forms of action as a “click.” Likes, comments, and shares all count as a click, so the attribution tool will attribute conversions to the date of which these actions take place.
Facebook continues to a be a mainstay in the world of social media marketing. Facebook ads are often highly targeted, and the social media giant’s attribution tool allows marketers to take an in-depth look at conversion rates and learn how customers respond to ads. If you’re looking for an effective way to analyze customer patterns and conversion rates, consider this valuable tool.
It can be challenging to keep up with the ever-changing landscape of social media tools, so don’t hesitate to seek professional help if you’d like assistance in creating a dynamic campaign and analyzing its impact. Our team offers a broad spectrum of services, and we’ll work with you to create a custom package for your business’s unique needs. To learn more, please get in touch with us.