Tracking Your Facebook Lead Generation (Strategy #1)

I tend to hear the same frustrations when I first start working with small businesses and online entrepreneurs.

They’ve tried using Facebook to generate leads for their business and sell their products/services, but it was a waste of money.  It “didn’t work.”

After asking them what strategies they used, my next question is how they tracked what they did.

Did they have a system in place for being able to clearly see the return for their efforts and money spent?  Could they track their return on investment?

Unfortunately, the answer is usually no.

They had no way of telling how well their Facebook marketing was working because they didn’t know how.

You can have the best lead generation Facebook strategies in the world but if you’re not able to track your success you’re wasting your time and money.

In my mind, the ability to track the success of your marketing efforts is THE most critical step in lead generation (and any marketing efforts, for that matter).

That’s why in this first strategy of my Facebook marketing lead generation series, I’m going to show you how to track your success.

Let’s go from the most straightforward to the slightly more advanced way.

Simplest Way to Track Your Success

Using a unique landing page is the simplest way to track your lead generation efforts on Facebook, in my opinion.

A page that is only used for your Facebook campaigns.

Your opt-in box on this page will have a unique code from your email provider (AWeber, MailChimp, etc.) so that you are building a separate contact list of only those people who opted-in as a result of your Facebook campaign.

This way you have a clear picture of how many leads you’ve generated.

For example, if you spend $25 on a Facebook Offer and 25 people opt-in on your landing page, you know you just paid $1 per lead.

Tracking Facebook Ads Through Facebook’s New Conversion Tool

Facebook recently released their much needed conversion tracking tool.

This tool allows you to track the success of your Facebook campaign through a unique code snippet that is placed on your landing page.

For example, if you want to track lead generation, you place Facebook’s code on your “thanks for signing up” page.

Don’t worry, this sounds more difficult than it really is. The hardest part is the original setup, but once that’s done you’re off and running.

Here’s how it works:

Create a conversion tracking pixel in either Ads Creator or Power Editor, whichever one you’re using, by clicking the “Create Tracking Pixels” link.

Facebook conversion tracking

Facebook conversion tracking

 

You’ll then name the pixel (ie – lead gen success) and then choose a category for the pixel (checkouts, leads, etc.).

Facebook conversion tracking

Place the code that Facebook then creates for you on your appropriate conversion “thank you” page.  Again, this could be the page you send someone to after they opt-in to your list or buy something from you.

Or if you’re anything like me and know very little about coding, just send the code to your web guy or gal and ask them to do it.

Make sure you create unique tracking codes for each conversion page you want to track. This is important!

Once you’ve implemented the code, this is what you’ll want to do to know that the pixel is working properly:

Go to the conversion tracking tab in your ads manager account. There you should see a list of the conversion tracking pixels that you created. If the conversion tracking pixel has been successfully implemented and a conversion event has been recorded, it will be reflected in the Pixel Status column.

Now, each time you create a new Facebook ad that you want to track, simply check the “Track conversions on my website with this ad” box and select which conversion you want to track.

Looking Ahead – Strategy #2

In the next strategy of my lead generation series, we’re going to look at a MUST-HAVE if you’re trying to generate leads on Facebook.

If you skip this step your lead generation efforts will likely fail.

Look for it within the next few days!

To your success,

– Rick Mulready

 

 

4 Responses to Tracking Your Facebook Lead Generation (Strategy #1)

  1. What’s up Rick- What I’ve been doing lately is running sponsored stories using some of my older blog posts. I’m pretty sure you can’t, but it seems like you can’t use Facebook’s tracking pixel unless you have a regular Facebook ad sending traffic to your own website. So a sponsored story or a regular ad sending traffic to even a custom tab on your Facebook page can’t use the tracking pixel… is that correct as far as you know?

    From testing some different stuff it seems like using sponsored stories like I mentioned gets just as many opt ins as sending ad traffic straight to a squeeze page because sponsored stories are much cheaper clicks.

    • Rick says:

      Nate! Thanks for the question, it’s a good one. I’ve not yet used the conversion pixel on a custom app but I don’t see why this wouldn’t work (I’m about to start this week, actually). What’s the “conversion page” someone lands on after they opt-in on your app? I’m guessing this would be an external “thank you” page? If so, stick the conversion pixel there and you should be good to go. Facebook will count that.

      Glad to see you’re testing using both internal and external landing pages for leads. Keeping traffic within FB does tend to be cheaper, even more so when the ads are performing well. I get into this a bit more later in this email series.

  2. Mury says:

    Rick, I have a quick question. We have a squeeze page(landing page) and then if they sign up there is a thank you page (both in lead pages). I put a “view content” pixel on the squeeze page, and a “lead” pixel on the thank you page to track conversions. My question is, in the FB ad set, which sends them to the squeeze page…….do I choose the pixel that is on the squeeze page or do I use the pixel that is on the thank you page? Thanks!

    • Hey Mury! First, you don’t need the “view content” code on the landing page as you can just look at clicks to the landing page for that info. You have it right with the “lead” code on the thank you page. When setting up your ad, optimize for the “lead” because you want to tell Facebook that you want as many of those “leads” as possible.

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