Jon Loomer

MARCH 16, 2022

When you measure success, do you also track surprise Facebook ads conversions? What I mean by that is you may optimize for Landing Page Views, but you should still follow other types of conversions that result from your campaign in Ads Manager. The existence of these surprise conversions may alter your impressions of performance.

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Jon Loomer

MAY 16, 2023

We had been hearing whispers of these impending changes to website conversion campaigns from members of our community and through our inbox. In short, Aggregated Event Measurement is Meta’s protocol for reporting web and app events from people who opted out of tracking from iOS 14.5 Now it’s official.

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Jon Loomer

APRIL 6, 2022

Do you understand how custom conversions are used for Facebook advertising and how they’re different from standard and custom events ? The confusing part for many advertisers is that standard events, custom events, and custom conversions can all be used for both reporting and optimization. Optimization.

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Jon Loomer

NOVEMBER 24, 2021

The Facebook Conversions API allows marketers to send a direct connection of conversion data from their business (website and offline conversion events) to Facebook. This data combines with Facebook pixel data to improve conversion tracking, optimization, and targeting capabilities. I can tell you it is for me.

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Jon Loomer

NOVEMBER 29, 2023

If you pass purchase events to Meta via the pixel and API, you may be aware of a challenge: What do you do when the value of the purchase is variable? The issue comes into play when we have to pass events manually by adding our own event code. Let me know in the comments below! What did you do?

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Jon Loomer

APRIL 5, 2023

I’ve been in search of a Facebook Conversions API alternative to the API Gateway that works seamlessly with Google Tag Manager. What I do know is that among its capabilities is sending web events for Facebook Conversions API. Zaraz will only send the server-side events. I may have found it in Zaraz.

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Jon Loomer

APRIL 10, 2023

I’ve heard from a handful of advertisers recently who were experiencing issues with their Meta events not firing properly. In each case, the problem was caused by using “URL equals” when setting up events. Creating a Custom Conversion. The default rule for Custom Conversions is based on URL.

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Jon Loomer

SEPTEMBER 7, 2022

The easiest way to set up Conversions API is with the Facebook for WordPress plugin. If you need background on the Conversions API and why you need to set it up, make sure to check out this explainer.). These are two major barriers for any publisher wanting to set up the Conversions API. First, go to your Events Manager.

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Jon Loomer

FEBRUARY 13, 2023

Last week, I wrote about how to create a custom event that fires when someone views a page of your website for 60 seconds. Now let’s create an event based on scroll depth. Like with the time on page event, I originally wrote about this three years ago but made it way more complicated than it needed to be.

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Jon Loomer

AUGUST 30, 2021

Thanks to a recent update, advertisers can now optimize for and track Facebook custom events — without needing to first create a custom conversion. If this doesn’t make sense to you, allow me to explain… What are Custom Events? There are two kinds of events: 1. But custom events needed another step.

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Jon Loomer

APRIL 13, 2022

I wrote recently about the role of custom conversions in your Facebook advertising. If you aren’t using custom conversions , it’s time to start. First, a very brief reminder about what custom conversions are, in the simplest terms. Custom conversions provide granularity for both reporting and optimization.

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Jon Loomer

MARCH 14, 2021

As advertisers configure their Facebook web events in preparation for iOS 14, we’ve been hearing from many experiencing hidden Facebook events. As you can see in the example above, hidden events are grayed out and won’t allow you to see or configure them. And they may have configured specific events for each pixel.

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Jon Loomer

MARCH 27, 2022

You may be seeing that reported conversions are down since iOS 14+ changes of 2021. It has to do with unranked events. My custom report consists of about 30 metrics in all, from standard Facebook ads metrics to standard events and custom conversions. Ranked and Unranked Events. You aren’t alone.

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Jon Loomer

MARCH 8, 2022

We need to talk about the Pixel Event Setup Tool. The Event Setup Tool allows advertisers to add standard events for conversion tracking to their website without code, which is pretty great. I first wrote about the Event Setup Tool when it came out more than three years ago. Events by URL. Really easy.

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Jon Loomer

FEBRUARY 15, 2023

But I have a solution for you: A custom event that combines time spent and scroll depth. I also assume that you’ve already created tags for both the 60-second view and 70% scroll events. The easy solution is to create a custom conversion that maps to that custom event. I seriously overcomplicated that tutorial.

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Jon Loomer

FEBRUARY 8, 2023

That’s why custom pixel events are so important. What I’m going to describe is done with custom events and Google Tag Manager. Once you create such an event, you can use this for reporting, optimization, and targeting. I wrote about these custom events nearly three years ago. Then paste your base pixel code.

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Jon Loomer

JULY 26, 2021

One of the biggest Facebook advertiser complaints related to iOS 14 changes and Aggregated Event Measurement is the limitation to eight events per website for optimization purposes. The 8-Event Limit. Only these eight events would be allowed for optimization. Problems Related to 8-Event Limit.

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Jon Loomer

OCTOBER 20, 2021

You can create a custom Facebook event to track, optimize, and retarget them with Facebook ads. One of the reasons I do that is because of the ease of creating custom events like this one. For more on using Google Tag Manager for creating custom events, check out the following blog posts: Create Facebook Pixel Events for Scroll Depth.

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Jon Loomer

NOVEMBER 28, 2021

For the past couple of years now, I’ve used Google Tag Manager to manage the Facebook pixel and events (both standard and custom events). I wish I would have started using GTM to manage my Facebook pixel and events sooner. Go into Facebook Events Manager and select your pixel as the data source.

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Ignite Social Media

JANUARY 19, 2021

While we have stepped into the new year of 2021, there is one trend that will not be going away anytime soon: social media live events. Live videos provide a way for an authentic connection to your target audience, and they are especially imperative with the world still battling COVID-19 and as a result, holding fewer in-person events.

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Jon Loomer

MARCH 6, 2023

There is a common mistake made by Meta advertisers related to conversion rate and an attempt to scale ads. But it’s unlikely to work… Conversion Rate and Opportunity Like any good marketer, you pay attention to your website metrics with Google Analytics. And yet, no conversions. You can be better. Maybe this is you.

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Jon Loomer

MARCH 11, 2021

Now that we’re in the world of iOS 14 , Aggregated Event Measurement, and the 8-event limit , one of the biggest issues I’ve heard from consultants and agencies is an inability to access and optimize for a client’s configured Facebook events. They may even have their own custom conversions. Your Turn.

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Jon Loomer

FEBRUARY 15, 2022

One way to do this is by creating an audience based on event frequency. In this post, we’ll walk through how to isolate your audience based on the frequency of events executed. But, I’ll also give you the tools to dig deeper and create audiences based on event parameters. Select an Event.

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Jon Loomer

OCTOBER 2, 2020

One of the most common questions I get from advertisers is regarding the number of conversions that Facebook reports. Let’s take a closer look at the most common explanations for why the reported number of Facebook conversions may appear wrong… 1. Pixel Events and Custom Conversions Set Up Incorrectly.

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Jon Loomer

OCTOBER 6, 2020

Facebook ad conversion attribution is one of the most confused and least understood topics for advertisers. What is considered a conversion? Let’s go… What Does Facebook Consider a Conversion? For Facebook to report a conversion when you run ads, you’ll first need to use the Facebook pixel.

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Jon Loomer

JUNE 9, 2020

During the past couple of weeks, I’ve walked you through how to create custom Facebook pixel events that allow you to track, optimize for, and target visits based on time spent on a page and scroll depth. We want Facebook to fire an event as a visitor progresses on a page related to scroll depth. The reason for this is simple.

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Sprout Social

OCTOBER 11, 2022

Adjusting content or moderating online conversations can make or break a brand. With fast-paced social feeds cycling from one event to the next, the internet can feel like the Wild West. Large-scale global events tend to generate a lot of social media comments and content that are ripe for questionable hot takes.

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Jon Loomer

OCTOBER 2, 2020

One of the most common questions I get from advertisers is regarding the number of conversions that Facebook reports. Let’s take a closer look at the most common explanations for why the reported number of Facebook conversions may appear wrong… 1. Pixel Events and Custom Conversions Set Up Incorrectly.

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Jon Loomer

OCTOBER 6, 2020

Facebook ad conversion attribution is one of the most confused and least understood topics for advertisers. What is considered a conversion? Let’s go… What Does Facebook Consider a Conversion? For Facebook to report a conversion when you run ads, you’ll first need to use the Facebook pixel.

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Jon Loomer

APRIL 24, 2019

A few days ago, I wrote about Facebook’s new Event Setup Tool that simplifies adding pixel events to your website. This is a huge development because Facebook pixel events aren’t fully utilized by marketers as they should be. Why do you need to use pixel events? How can events benefit your marketing?

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Jon Loomer

FEBRUARY 28, 2024

Before, your optimization event helped find people within your selected audience who are most likely to perform your desired action. There are 71 different possible ways, based on different objectives and conversion locations, to select 21 unique performance goals. Meta won’t have a secondary goal of conversions or purchases.

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Jon Loomer

DECEMBER 2, 2017

In this post, I’m going to provide a few examples of some powerful Facebook Analytics reports and how it all comes back to the Facebook pixel and Events. Ultimately, I’ll help you understand how to get those Events set up so that you can start getting the most out of Facebook Analytics today. Set Up Facebook Events.

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Jon Loomer

JUNE 12, 2023

Attribution is the process of giving credit to an ad for a conversion. By the end of this post, it will all make sense… Conversions Attribution will only matter if you’re optimizing for any type of conversion that happens away from Facebook. Usually, these conversions happen on a website.

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Jon Loomer

DECEMBER 4, 2023

That means showing your ad to the people most likely to perform that event. But you may not get conversions. When possible, you should optimize for some type of conversion. You can even adjust the quality of conversion Meta optimizes for and you get. You can optimize for any leads or conversion leads.

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Jon Loomer

FEBRUARY 7, 2024

Understand that this isn’t about validating that a secondary source confirms the number of conversions that came from your ads. Meta reports conversions based on the date of impression, not the date of conversion. But the date of that conversion will be the date of the impression. I have no issue with these.

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Jon Loomer

JANUARY 22, 2024

Whether you want conversions, link clicks, impressions, or something else, Meta’s focus will be on helping you get as many of that thing as possible because that is how you’ve defined success. It’s a weakness if you expect people who perform your optimization event to also perform other actions. You want leads?

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Jon Loomer

SEPTEMBER 7, 2017

Should you optimize for conversions or clicks? Now, you have another option with a new Facebook conversion optimization feature: BOTH. Let’s take a closer look… How Conversion Optimization Works. If you want to sell more of your product, the logical assumption would be to optimize for conversions.

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