This article goes through the process of setting up conversion tracking (bookings) using Facebook Pixel for the Widget Configurator.
The conversion tracking for the widget works by redirecting the user to a confirmation page. This page only gets visited by people who complete a booking and, in turn, it can be used for conversion tracking.
All of the tracking will be done through your website, which means you have complete control over it.
Whilst this article covers the full process, you can also watch the below video which also goes through the steps. The video covers the process for Google Analytics, however it’s very similar for Facebook Pixel as well.
Before we start...
It is important that your widget is embedded in a standard way. If it uses the IFrame method (more on this in the video above) you won’t get correct sources for bookings and your booking success step won’t look correct to the users.
In addition, we are assuming you have Facebook Pixel created. If you need guidance on it, please use this resource: https://www.facebook.com/business/help/952192354843755
1. Make sure your website has Facebook Pixel embedded on all pages.
Tracking all of your website pages ensures that Facebook can provide you with as accurate data as possible.
You can check the tag yourself or ask your web developer to confirm that you have Facebook Pixel tracking across your website.
2. Create a booking confirmation landing page.
You will need to create a page that people will land on once the booking has been completed. The page can be called or contain any information you want (e.g. www.restaurant.com/booking-successful/). The only requirement is to have your Facebook Pixel tracking code embedded on it.
If your website is managed by a web developer, please ask them to create this landing page and making sure it has Facebook Pixel code embedded on it.
3. Add the custom landing page to the widget
Navigate to your diary -> Promote -> Widget Configurator -> Edit your theme -> Theme Settings tab
Make sure to tick “Use customer success page” and specify the landing page you made in the last section.
Make sure to click Continue to save your changes.
4. Set up a Custom Conversion on Facebook
Next, you need to create a Custom Conversion so that Facebook knows what actions should count as conversions towards your ads. Facebook will count all of the visits to the Custom Conversion page as conversions, however, only the people who interact with the ad are attributed to your campaign ad conversions.
Navigate to Facebook ads manager -> Events Manager
Select “Custom conversions”
If you don’t have any conversions you should see a screen similar to this:
On the URL field specify your success page’s path URL you made before. Path URL means that you don’t need to specify the hostname e.g. “www.restaurant.com/booking-sccessful/” would be just “booking-successful”.
Give it a Name, Category and click Create.
You should get a message that your conversion has been created.
5. Check the results
To check whether the conversion is working, go to the same “Custom conversions” page as in the last section. Now, the screen should show your custom conversions.
If you just created the Pixel, it will most likely show “No activity yet” under the Status column. However, if you give it a day or two (and you get people/yourself visit the booking success page), the Status should change to “Active”.
The conversions should also start to be attribute to your campaigns, just make sure to assign your newly created conversion as the campaign’s goal.