How can you view conversions in Meta Ads?

What are conversions in Meta Ads?

Conversions refer to the actions a user performs after clicking on or viewing an ad. These can be different actions, such as making a purchase in an online store, filling in a contact form, signing up for a newsletter or even making a phone call. Tracking conversions helps marketers understand which ads are effective and where improvements can be made.

Meta Ads uses several methods to measure conversions, including the Meta Pixel, the Conversions API and the Event Matching system. Setting up and analysing these methods correctly is crucial to gain reliable insights.

Setting up conversion tracking in Meta Ads

To view conversions correctly, you need to make sure the right tracking tools are implemented. The two main tools for conversion tracking are:

• Meta Pixel: A piece of JavaScript code that you place on your website to track visitor behaviour and measure conversions. This is the most commonly used method and offers extensive tracking capabilities.
• Conversions API (CAPI): A server-side solution that sends conversions directly from your server to Meta, without relying on browser cookies. This helps improve accuracy, especially with increased restrictions on tracking by browsers and privacy laws.

To use these tools properly, you need to make sure that:

• The Meta Pixel is correctly installed and linked to your ad account. You can do this via the Events Manager.
• Your conversion events (such as purchases or leads) are set up correctly and tested via the test tool in Meta Events Manager.
• You have Conversions API set if you want more control over your tracking data and less reliance on cookies.

Viewing conversions in Meta Ads

Once you have tracking set up correctly, you can view conversions. You do this as follows:

1. Go to Meta Ads Manager
Log in and navigate to the ad campaign you want to analyse.

2. Customise your columns
By default, Ads Manager does not always show the conversion data you need. Click "Columns" and select "Performance and Conversions" to see conversion data directly. You can also create custom columns to show specific conversion data, such as:

• Number of conversions per event (e.g. purchases, leads, sign-ups)
• Cost per conversion
• Conversion rate
• Custom conversions you have set

3. Use the event manager
The Meta Events Manager provides an overview of all events recorded by your Pixel or Conversions API. Here you can check whether the tracking is working correctly and which events are recorded.

4. Analysing conversion data
Within Ads Manager, you can analyse various data points to determine the effectiveness of your campaigns. Look at:

• Which ad or target group generates the most conversions
• The cost per conversion and how it relates to your ad budget
• Which devices or locations produce the best results

5. Use segmentation and attribution models
Meta offers different attribution models to determine how conversions are attributed to your ads. For example, you can choose a 7-day click and 1-day view attribution to see how users interact with your ads over a longer period of time. This helps you get a more realistic picture of the impact of your ads.

How do you improve conversion tracking and optimise your campaigns in Meta Ads?

Now that you know how to view conversions, it is important to understand how to use this data to improve your ad strategy.

1. Improve your tracking settings
Regularly check that your Meta Pixel and Conversions API are working correctly. Use the Facebook Pixel Helper to detect and fix problems.

2. Test different ads and audiences
Conversions can vary greatly depending on the target audience and the ad itself. Test multiple ad sets and analyse which performs best based on conversion data.

3. Optimise your landing pages
Even if your ads generate a lot of traffic, low conversions can indicate problems with your landing page. Make sure your landing page loads quickly, is mobile-friendly and contains clear call-to-actions.

4. Use remarketing to increase conversions
Retargeting campaigns allow you to retarget previous website visitors. It allows you to create custom audiences based on users who triggered specific conversion events, such as a shopping cart abandonment.

5. Analyse attribution data to make better decisions
By looking at how users interact with your ads across multiple touchpoints, you can make better decisions on budget allocation and targeting strategies. Use Meta's attribution reports to determine which channels and ads best contribute to your conversion goals.

How Funkhaus can help you

Setting up and analysing conversions correctly can be complex. At Funkhaus, we have a team of experts who can help you implement the right tracking methods and optimise your ad strategy in Meta Ads. From setting up the Meta Pixel and Conversions API to analysing your data and improving your campaigns, we make sure you get the best results.

Want to gain more insight into your conversion data and make better decisions based on data? Then contact us. Together, we ensure that your marketing strategy performs optimally and that your advertising budget is used in the most effective way.