The most powerful section in Facebook Business Manager: Events Manager

A closeup of a cell phone showing the login page for the Facebook Mobile app.


Kudos to the Facebook Business Manager tools, especially the Facebook Events Manager – for making the marketing a cinch for us marketers.

What is the most happening thing in the Marketing world?

Talk about right now, and the most obvious answer would be CORONAVIRUS.

Too bad, we had to deal with such a cunning virus that affected every walk of life, including businesses, all types of them!

However, once the pandemic is a remote story (heck yes! we’re hopeful we’d make it through, soon), some marketers might suggest Facebook Events Manager.

Happening or not – we figured, most people find it exceptionally challenging to grasp the whole concept or get it to work for them.

For all of such learning enthusiasts out there, we have got good news:

Here’s everything about the Facebook Events Manager – easified.

Everything about Facebook Events Manager, you need to know!

What is Facebook Events Manager?

This is Events Manager at a glance:

As Facebook explains within the Business Manager, here’s what you are capable of doing with your Events Manager:

Connect, view, manage and troubleshoot data from your website or app or offline interactions.

There are 5 versatile sections under the events manager (and in it), viz:

  1. Pixels
  2. Offline Events
  3. App Events
  4. Custom Conversions
  5. Partner Integrations

And we’d touch each one of, covering what each one is capable of. 

Let’s start with where and how to start:

How Do I Reach the tool?

There are 2 simple ways to leverage the Events Manager tool in the Facebook Business Manager:

  1. The longer route.
  • To get to the Facebook Business Events Manager, sign in to your Facebook Business Manager account.
  • Click on the *Business Manager* right next to the Facebook symbol on the top left. 
  • As you’d see the drop-down menu, you’d find the *Events Manager* right in the third column. 

The Business manager menu in the business manager, where the Events Manager is located in the third column, under *Measure and report.

  1. The shorter route.Alternatively, use the following link to land at the Events Manager directly:

 https://business.facebook.com/events_manager

What does Facebook Events Manager do?

The list is not short.

So, bear with us and keep learning every step of the way (challenge?)

Once you are inside the Business Manager, here’s what your screen should look like if you are doing it for the first time.

The Facebook Events Manager menu, featuring the functions that you can perform within this menu.

Let us dig into what is this all, and what does it really do?

1- Ad Account selection:

On the extreme left side, on the top, you can pick your ad account.

2- Ad Creation

On your extreme right of the screen, you are offered the shortcut to ads manager by clicking on the *Create Ad* button.

3- Data Source Selection

Right under the ad accounts, you have the *Data Sources* option. As self-explanatory as it could be, pick where your data is coming from.

Following are your options:

Facebook Pixel: Track Website Activities
    • With the help of Facebook pixel, you can track if any of your ads are resulting in conversion on the website or not. 
    • You can track what actions are your ads resulting in the most after your ad’s targets land on the website.
    • With the help of that data, you can optimize your ads and thus have your acquisitions at a lower cost.
    • You can also create the *lookalikes* of the tracked conversions.

Facebook Pixel is equally useful and applicable to your desktop and mobile-optimized websites.

Learn more about testing for optimized performance here.

Offline Events: measure real-world results
    • When you have a brick and mortar store, you need to track how many people come to your store and purchase something seeing any of your Facebook Ads. Offline events tracking helps you measure the offline results from your ads.

Now, that’s one cool feature you just read about.

    • Now that you have a custom audience of the people who purchased from your offline store, you can create a lookalike of this audience to reach a broader yet more accurate audience.
    • All it requires is to upload your offline data on Facebook. The Facebook Business Manager can take it from there in a few clicks.

Win at audience creation with our stellar guide on the Audience Insights tool in the business manager.

Offline Events tracking works with CRMs, points of sales, and internal systems.

App events: Measure app events and outcomes
    • With the help of App events, you can track what actions are the visitors taking on your website. 
    • With that information, you can measure if your results are revenue-drivers or revenue sinkers.
    • Now that you know the results, you can make changes to adjust the actions being taken on the website.
    • Also, with the conversions data, you know exactly who are the people that are converting.
    • Also, you can create lookalikes of the people that are converting to reach more extensive grounds and convert even more in a cost-effective manner.

Offline events are workable with iOS Apps and Android apps, both. 

To get started with any of these features, click on *Get started*. Alternatively, you have these three and two more sections right under *Events Manager* on the Business Manager drop-down menu.

Search data Sources
  • If you already have these events ready to produce results, head to the search section right next to the *Data Sources* column.
    • You can use an event’s search name or ID to find more details.
    • Alternatively, you can pick an event from the drop-down menu right next to the search bar. The options are none other than:
      • Facebook pixels
      • Offline Events set
      • App events
      • And of course All data sources 


The filter in the Events Manager to find a data source by name or ID and a drop-down menu to data sources with respect to type.

Stats by Time duration

Right under that green button is the drop-down menu to pick the time window you want to view the ads for.


The default value is set to one week while you can extend it to as much as 14 days or 30 days or shrink the window to as little as one day (today or yesterday).

Add new data source

Right under the column on the extreme left, featuring Data sources, custom conversion, and partner integrations, you have the option to create and add the new data source directly.

4- Custom Conversions

Before looking at the screen and awaiting details, we must first understand what an event is and the difference between the custom and standard events.

The event is any action taken on your website. Facebook divides the events mainly as:

  • Custom conversion and 
  • Standard event.

Here’s how Facebook explains both the type of events:

A differentiation table between custom conversion and standard events by Facebook.

Here’s what you can do once you are at the custom conversion in the Events Manager:

You can create a custom event by adding rules and parameters to it.

We’ll shortly go over how to do that!

  • You can learn from these conversions about the customer’s behavior and what products on the website, app, or offline store are drawing that behavior.
  • Once you track the conversions and related details, you can optimize your results further.
  • Once you have a custom conversion set up, you can use this conversion data for other ads.
Filter

There are several filters that you can apply to look for the custom conversion that you are interested in. These include:

  • By name or ID
  • By data source
    • Facebook pixels
    • Offline events sets
    • App events
    • All data sources
  • By account
    • All accounts
    • An Individual account you choose to pick 
Share

The events manager also allows you to share a custom conversion. To do so, you’d have to go to the *business settings* and allow permissions to whomever you choose.

Read more about Business Manager settings here and Ads Manager settings here.

Create a Custom Conversion

When you have everything it takes to create a custom conversion, click on *Create Custom Conversion* to get started. 

We’d touch that part shortly, so bear with us.

Custom Audience

If you already have some data (converting audience), create a custom audience right here if you do not want to go to the audience section.

5- Partner Integrations

Here’s the thing:

Facebook has a long list of partners that do not require pixel editing. Instead, you can directly integrate these partners for customer’s purchases, interactions, and management. 


The list of Facebook partners that you can integrate and track performance on.

Here’s are the categories for the partner integrations:

  • E-commerce
  • Website platform
  • Offline conversions
  • CRM and marketing software
  • Tag management
  • Mobile platforms

Here’s a brief introduction to the Facebook Partner integrations.

Read more about winning at E-commerce with Facebook Commerce Manager, here.

Search
  • You can directly search for a partner platform in the search bar at the top.
  • Or you can search by the (above mentioned) categories.

If you do not find the partner you are looking for in the above lists, you request Facebook to add that in the lists.

Events Manager Down (DONE!). What next?

Now you know the features and the function so the Facebook Events Manager.

Is that enough to rock the world of marketing?

Unfortunately, not quite!

The real work is coming up next – getting Facebook events manager to work

So, next in line should be practical…

Yeah, the most powerful section in Facebook business Manager, would not pair well with weak understanding or little use. And good results call for better practice.

And we’d be helping you set up the table for your practical and guide you through the way in the next post on getting the Events Manager to work for you.

Oh, and if you are into learning more of the Business Manager tools, you definitely need to check the following:

A complete guide on Facebook Attribution Tool

Facebook Business Manager Analytics

Does your business need the Creative Hub?

Facebook Business Manager – Ads Reporting

What are Facebook Business Manager Assets

Feel free to drop us a line and get in contact with experts from Canz Marketing – the leading Digital Marketing Agency in California.

Happy reading 🙂

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