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  • How to launch conversion events with Facebook Ads

    12 August, 2017

    Conversion events are encompassed within direct response advertising on Facebook Ads. This encourages customers and those who are potential customers to take specific actions that interest advertisers. You can opt for different ad types to get this:

     Mobile App Ads: It helps you to increase the number of people that install (redirected to the app) or interact with your app (redirected to a specific app location). Users see ads in their news section when they check Facebook on their mobile phones or tablets. Application events are actions that people take while using an application.

     Ads for potential customers: With this type of ads you can put into circulation campaigns to generate leads on Facebook and Instagram. Unlike other types of ads, people here can show their interest in a company’s product or service by filling out a form with their personal data so that they can contact them in exchange for receiving newsletters, quotes, calls from monitoring and information about the company.

     Dynamic travel ads: Dynamic ad type optimized to promote travel inventories. Like dynamic ads, people who are interested in your business are shown by performing the actions that most interest you on your website using the pixel or the Facebook SDK.

     Dynamic Ads: They look the same as those with a single image or those created with the sequential format of Facebook, Instagram and Audience Network. However, instead of creating a separate ad for each of your products, you’ll create an ad template that will automatically use the images and product information from the list you want to advertise.

    In each of the ad types, it is important to track the events to measure the performance of the ads either on Facebook mobile apps or on trips in order to reach specific sets of people. In addition, it can help you to increase the downloads and the actions in the application or web page at the same time and with the same advertising campaign.


    In order to take the conversion count, the Facebook pixel is used: a piece of JavaScript code that you must place on your website or the Facebook SDK in your mobile application that allows you to create a custom audience from that site. You can reach the right people by tracking the products they check, add to cart and buy. And you’ll be able to take advantage of the actions people on your website make on various devices to set up more effective Facebook advertising campaigns.


    The Facebook pixel also supports custom conversions (Expand information here). With custom conversions, you can streamline and track more specific actions than the nine standard events using URL rules. However, if your website does not support the use of URLs to create rules (for example, in the case of dynamic URLs), you can use events instead.

    You can use standard events or custom events to create a custom conversion from them. One of the advantages of using events with respect to URL rules is that you can make the event only trigger when there is no doubt that a person is intervening in that action.

    Another advantage is the possibility of assigning parameters to each event (for example, on purchases over € 50). Note that standard events allow you to query a global report column for the entire standard event, while custom events appear separately.

    Standard events that contain Facebook’s pixel code allow you to track conversions, optimize ads to get more, and create audiences. Copy the code of the type of event that you want and use it to modify the code of the pixel of Facebook in the corresponding page. Note that standard event codes are case-sensitive.



    First, you must select: get conversions.

    – A call-to-action button that tells people what to do when they visit the website (for example, “Buy”, “Book”, “More information”).

    – Recommended image size: 1200 × 628 pixels.

    – Recommended upper text: 90 characters (3-4 lines maximum).

    – Holder to the caption: 25 characters.

    – Description of the link: 30 characters or less.

    – Be careful with the Text Grid, that is, the image should not include more than 20% text. How do you know how much is 20%? It’s simple. Simply divide the total image size (1200×628) into a 25-part grid (5×5). Thus, the text should not exceed 5 of those parts. Or you can use the tool provided by Facebook, a test in which you can check if you have too much text in your ad.


    Do not forget to properly activate your Facebook conversion or pixel code on your website to measure the number of conversions associated with impressions and clicks on your ads. If not, you will not be able to measure the performance of the campaign. Here you have information on how to install the Facebook pixel.





    Once you’ve defined your audience, you’ll see an approximation of the potential reach of the campaign. And here is when you have to enter the budget you are willing to pay. When you do, you will get the estimated daily reach that is the average daily number of people that your ad can reach as inverted.

    Use the basic filters to define the audience and then decide to segment according to interests, behaviours or demographics because if you select everything and do not exceed a minimum of 1,000 people, no one will see the ads.

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