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Setting up Facebook & Instagram Ads campaign tracking What to do if there is no etracker code on the target page? Setting up the Facebook & Instagram Ads conversion upload

Setting up Facebook & Instagram Ads campaign tracking

Would you like to measure the success of your Facebook & Instagram Ads campaigns in a privacy-compliant and content-independent way with etracker analytics?No problem.

In Facebook’s Ads Manager, the URL parameter field has been created at ad level for tracking purposes. The entries in this field are added to the campaign link when an ad is delivered by Facebook and then always forwarded to the landing page. On the landing page, they are automatically recorded via the etracker count.

And this is what the entry in thefinal URL parameterfield should look like:

Eintrag im Feld endgültigen URL-Parameter html 
etcc_med=Social%20Ads&etcc_par={{site_source_name}}&etcc_cmp={{campaign.name}}&etcc_ctv={{ad.name}}&etcc_grp={{adset.name}}&et_cmp_seg5={{placement}}

Simply copy and paste this parameter set into the Ads Manager at theAds level in the Tracking section in theURL parametersfield.

Thanks to the dynamic parameters, the information on the respective ad is automatically entered. These then allow a granular evaluation in etracker analytics according to all these segments:

  • Medium
  • Partner
  • Campaign
  • Group
  • Display
  • Placement

What to do if there is no etracker code on the target page?

If ads lead to pages without etracker code, it is not possible to record clicks using simple URL parameters.In principle, etracker Analytics also enables measurement via campaign redirects, which can be created using the link generator. However, Facebook’s advertising guidelines do not permit their use in order to prevent their misuse.

Setting up the Facebook & Instagram Ads conversion upload

Would you like to play the Facebook Ads conversions from etracker analytics back to Facebook?

Unfortunately, this is not as easy to do as for Google Ads and Microsoft Ads.This is because Facebook only allows external offline event data to be imported using personal data such as the respective user’s email address in order to carry out a comparison with the corresponding Facebook or Instagram accounts. The email address of users who have triggered conversions via Facebook Ads is of course not available in etracker analytics for data protection reasons.

The actual upload must therefore be made from your own CRM system. The orders that are assigned to Facebook Ads can be taken from etracker analytics. Finally, the upload to Facebook Ads can be carried out using a combination of both data sources.

Proceed as follows:

  1. Create an offline event set via the Facebook Business Manager and assign it to your advertising account with activated auto-tracking.
  2. Create your own configuration of the order report in your etracker account under E-Commerce reports → Conversions → Orders with the Medium attribute on the far left and the Social Media filter. Save these settings as your own configuration.
  3. Generate a CSV file with the order data and the corresponding email addresses of the customers – according to the example file that you can find in the Facebook Events Manager – after selecting the created offline event set and clicking on Upload events.
  4. Upload the CSV file in the Events Manager by dragging your file into the highlighted field or adding it from your computer.
  5. Next, select Assign data, then Review and Upload if no error or warning messages appear.

Facebook’s Offline Conversions API can also be used to upload from your CRM solution. The upload can also be automated with workflow services such as Zapier, see https://zapier.com/apps/facebook-lead-ads/.

Please note that the processing of conversion uploads to Facebook from CRM systems enriched with web analytics data should be evaluated and designed in accordance with data protection law!