Getting Started With The Events In Facebook Events Manager


We are back with more on the Events in Facebook Events Manager – just as we promised in the last post.

Back at the time of the last post, CORONAVIRUS was the HOT News. 

Right now, however, it is the hottest HOT News!

We hope you are safe from this pandemic wherever you are. 

We are all in this together (as long as we practice social distancing). Let’s hope we get out of this together and stronger.

And while we are observing complete social distancing, we do need more activities in between our frequent hand washing episodes now. Don’t we?

Let’s make learning more and more – about anything and everything we love – our motto for this hard time. This is exactly how we’ll actually come out stronger!

Just the perfect note to get started with more about the Events Manager – one of the most productive tools Facebook could give the advertisers.

And in this blog post, you should expect to read about the real thing: how to make the Facebook events manager work for you to reap the actual benefits that the tool promises?

We’ll briefly touch how to install the pixels and track offline conversions, app, and offline conversions, as well as partner integrations.

You’d also find the following reads very informative:

Facebook audience insights – 2020 and beyond

A complete guide on Facebook Attribution tool

Test and Learn with Facebook Business Manager

Taking charge of your Ads Manager settings

Facebook Business Manager Analytics 

Getting Started With Facebook Events Manager

So, have you learned to make use of what some call “the most powerful section” of the business manager yet?

If not, this post is dedicated to you. 

How do you actually get the events manager started (and going)?

1- Facebook Pixels

If you need to revise what a pixel is and what does it do – read this:

Christina Newberry at Hootsuite has beautifully simplified it as following:

“The Facebook pixel is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.”

This simplified explanation is good enough to trigger your activity-craving mood. Good thing, pixel installation is a purely digital activity that could be done in your social isolation days effortlessly. 

Let’s get back to the most important point now.

– How To Install Facebook Pixels?

How do you install a Facebook pixel – that is, if you don’t already have it installed?

Here’s the whole process broken down step-wise for you:

1- Click on *Pixel* in the dropdown business manager menu in the business manager. 

Pixels is the top option under the Events Manager section in the Facebook Business Manager dropdown menu.

Or click on *Facebook Pixel* in the data sources inside the Events Manager. Either way, you’d be directed to the same process and the page.

Facebook Pixel creation - starting point that features benefits of the pixel and a call to action to get started.

2- Click on *Install pixel*. 

3- You’d be asked to enter a pixel name and the website URL (optional). 

The pixel installation process - starting step - to track the activities of users that follow the ads to the website.

4- Choose the way you’d like the pixel installed. Pick one of the three options that best suits you:

The Pixel installation process menu showing the three available options with details.

i- Add code using a partner integration

If you are using a Facebook partner site, pick the first option, and you’d be well on your way to pixel installation with the minimal technical support required.

The pixel installation with the process for an integrated partner. The process requires you to pick one of the given partner options to continue.

As you pick your platform, you would be on your way to a 7-steps procedure with guided instructions on the way to completion.

The 7 step long process of integrating a partner with Facebook (pixel) outlined, with the explanation of the first step -setting advance matching - to grow your audience size, accurately.

ii- Manually add the pixel code to the website

For custom sites, you’re advised to pick this option. It would be slightly technical, especially the first time, but you’d be given instructions religiously.

The outline of the process of the manual pixel installation for custom sites.

iii- Email instructions to a developer

You might not have access to your website’s code (or might have a developer to take care of this stuff). 

In that case, you’d pick the third option, and a complete set of instructions would be ready for you to deliver to your developer. Add the developer’s email id at the top and sit back and enjoy while he gets the pixel going for you.

The pixel installation process outlined for the web developer, with the on-page option to share the instructions with the developer.

2- Offline Events

To briefly recall, all your ads do not result in online sales. There are other ways people approach you as well, particularly after seeing your ads. 

For instance, if you have both on and offline selling modes or some of your ads result in calls or sales directly in the brick and mortar store. 

How do you track these sales? How and what percentage of the credit do you give to your Facebook ads?

Well, it would have been difficult to track how useful your ads have been in driving such conversions, had it not been for the Offline conversions. 

And you can get started with the offline conversion tracking in a few steps.

Let’s find out the steps.

– How To Get Started With Facebook Offline Events?

Here’s how to get started:

1- Click on *Offline Events* in the dropdown business manager menu in the business manager. Or click on *Offline Events* in the data sources inside the Facebook Events Manager. Either way, you’d be directed to the same process and the page.

*Offline events creation page - the starting point - featuring the benefits as well as a call to action to get started.

2- Click *Get started* to get started, in case there was some doubt.

3- Accept Facebook Business Tools terms.

Terms of Facebook business tools in the business manager.

4- Pick an example for the format you need, if you are not sure what is needed here. Once you know what you want to do, and have the required information, prepare and upload your CSV file. 

Hit *Next: Map data* and wait for the event to load.

5- At this stage, once your file data has been imported and mapped, you’d be updated about the mapped columns, not-mapped columns, and the ignored columns.

The table showing the uploaded details (columns) for an offline event.

Also, you’d be required to give Facebook details of what column is depicting what.

You’d have to make a pick for each column from the following:

Customer details
    • Email address
    • Phone number
    • Mobile advertiser ID
    • First name
    • Surname
    • ZIP/Postcode
    • City
    • County/Region
    • Country
    • Date of birth
    • Year of birth
    • Gender
    • Age
    • External ID
    • Lead ID
Event Details
    • Value
    • Currency
    • Order ID
    • Item number
    • Event name
    • Content-type
    • Content IDs
Event type
Custom
Ignore

More the details you add to this section, more would be the chances for Facebook to more accurately match this data with other Facebook users to bring you better matching results.

Hit *Review*.

6- After review, Facebook would give you a brief report on the errors. Hit *Back* if you need to fix something. When ready to go, hit *start upload*.

7- At the end of the upload, the whole procedure actually, you’d get some graphs to view the activity based on the uploaded data. Also, at this stage, you can upload an audience – custom and lookalike – whatever you want. You can then create the custom conversion from that too.

3- App Events

Remember what app events are all about?

Facebook now offers you the privilege to track actions taken on your business app.

Once you are able to track the actions, you have a heck of a lot of data to make informed decisions on content or event features optimization to drive desirable actions.  

– How To Get Started With Facebook App Events?

But how do you track app events?

As you’d have guessed, it is a simple process that you can ace with a little guidance.

And that really is why we are writing it down for you.

1- Click on *App Events* in the dropdown business manager menu in the business manager. Or click on *App Events* in the data sources inside the Facebook Events Manager. Either way, Facebook would direct you to the same process and the page.

Setting up an app-event page. The page highlights the benefits of setting up the app event and a call to action to get started.

2- Once you click *Get Started*, you’d have 3 options to choose from. The options are:

Set up App events menu with three options

i- Use codeless event setup tool

This is a quick route to adding the app event with Facebook’s visual setup tool.

Here, you are asked to connect your app to your computer, allowing the setup process on the computer. Hit *Get started*.

With a simple guided set of instructions yet, you are well on your way to completing this event tracking setup. Get the instruction in email and proceed at your own pace.

Instructions on installing the Facebook SDK.

ii- Install your app event code manually

Whoever is in charge of setting up the code manually would have Facebook instructions on the side on how to go about it. 

So, instead of worrying yourself unnecessarily, just make a move. 

You would feel ecstatic about the results.

Pick a category from the following:

  • E-commerce and retail
  • Education
  • Entertainment and media
  • Gaming
  • Professional services
  • Technology
  • Travel
  • Other app category

For each category, Facebook would give you an option to pick from several events to track. Make your pick and hit *continue*.

Setting up app events: the menu with the action people take that you might want to track

Send the next set of instructions to yourself or the developer.

Care for winning at E-commerce? Read more about the Commerce Manager.

iii- Connect to a partner

For connecting the partners, you’d have to use a Software Development Kit (given examples: AppsFlyer or Adjust).

4- Custom Conversions

A little memory brushing up and info-loading here on the topic by Neil Patel:

Custom conversions allow us to track and optimize actions on specific web pages while bypassing the additional step of adding anything to the Facebook pixel code.

Custom conversions are perfect for when you’re running a campaign with a website conversions objective, as it allows you to track specific users as they convert on a given web page.”

And, now for how to make use of the custom conversions?

– How To Get Started With Facebook Custom Conversions?

Here’s how:

1- Click on *Custom Conversion* in the dropdown business manager menu in the business manager. Or click on *Custom Conversion* in the data sources inside the Facebook Events Manager. Either way, Facebook would direct you to the same process and the page.

The starting point of *Custom Conversion process* featuring the benefits of the event as well as a call to action to start the process.

Click on *Create Custom Conversion*.

2- Pick your desired pixel. 

3- Pick one of the offline events from the list:

Custom Events
    • Custom Conversion
Standard events
    • Contact
    • Add to wish list
    • Purchase
    • Search 
    • Subscribe
    • Customize product
    • Find location
    • Find location
    • Donate
    • Complete registration
    • Add payment info
    • View Content
    • Start trial
    • Schedule
    • Submit Application
    • Add to cart
    • Lead
    • Initiate checkout

4- Make a rule by adding the chosen offline event’s specific event (Custom data or value) that meets the criteria that you enter in the space.

The instructions and procedure menu for creating a custom event.

Interestingly, you can create multiple rules here. 

5- Add name, description, and the value for your conversions. The last 2 options are, however, optional.

Hit *create*.

5- Partner Integrations

Facebook has several partners or supported platforms that you can set up the pixel on in a really simple way. Here’s what you need to do:

– How To Get Started With Facebook Partner Integrations?

1- Pick a partner from the list for integration (or request Facebook to get your partner on board if it isn’t on the list already).

2- Clicking on each partner, you’d be able to view details, including:

  • What you can do with this integration
  • Reviews
  • What you can connect with this partner

Click, *Connect account*.

3- Facebook would take you on an 8-step long journey to complete the partner integration, with guided instructions, of course.

The 8-step long journey of the partner integrations, with the option to pick a pixel or creating a new pixel and continuing with the process.

So really, nothing to worry about.

Facebook has got you covered.

Ready To Track Conversions? 

We have explained and simplified the exact process of tracking different conversions in the Facebook Events Manager. 

It is high time you switch from reading to action mode. 

Take a leap and get started with tracking all the conversions that are meaningful for your business. Make all the adjustments that are slowing the results down and see your graphs soaring high.

Sounds about the right thing to do. Doesn’t it?

Your Turn Next!

It is your turn to take action, but is our turn over yet?

Not really, we are here to help with all your marketing problems.

Go through the following if you want to dig deeper into Facebook Business Manager:

Creating and getting Facebook Ad accounts to work

Facebook Ads Reporting – A complete guide

Does your business need the creative hub?

Facebook Business Manager Assets

Facebook Business Manager updates

Got more questions?

Talk to one of the experts at the leading Digital Marketing Agency in the USA and see how you can improve your business and conversions further.

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