I’ve heard from a handful of advertisers recently who were experiencing issues with their Meta events not firing properly. In each case, the problem was caused by using “URL equals” when setting up events. The solution is simple: Use “URL contains” instead.

In this post, let’s talk about the many times this choice comes up for advertisers. And then I’ll explain why “URL equals” is causing problems and the best practices for using “URL contains.”

When Does This Come Up?

It comes up a lot, frankly…

1. Creating a Custom Conversion.

The default rule for Custom Conversions is based on URL.

2. Creating a Website Custom Audience.

When you create a Website Custom Audience for people who visited specific web pages, you’ll need to make this choice.

3. Creating Standard Events with the Event Setup Tool.

When you create an event based on URL using the Event Setup Tool, the default logic will be “URL equals.”

4. Third-Party Tool Integration.

You’ll see this outside of the Meta-branded tools as well. An example is Google Tag Manager, which is a tool that I use to manage the pixel. When creating a page view trigger, you’ll need to decide between “URL equals” and “URL contains” there as well.

The Problem with URL Equals

If you use “URL Equals,” the event will only fire when the URL equals exactly what you put into the text field.

Here’s an important clarification from Meta:

We only count a conversion when the URL exactly matches what you put in the URL field for your custom conversion. If someone lands on a version of the URL with any additional text beyond what is pasted into the URL field (for example, UTM parameters, http vs. https, or even an extra “/” at the end) we won’t count the conversion.

There are so many potential issues that can arise here…

1. Mistyping: If you typed manually and don’t add the closing “/” the event won’t fire.

2. www: Does “www” actually appear in the URL? Whether or not you include it in this rule will matter.

3. SSL: If it’s possible that people can access your website via HTTP in addition to HTTPS, the event won’t always fire.

4. UTM Parameters: Whether manually added or automatically injected, the URL may be transformed so that it does not match your rules.

There are so many potential mistakes that can be made with this that “URL equals” should only be used in specific cases when you know that you want to exclude any variations of the URL (usually for testing purposes).

Best Practices and URL Contains

Meta actually recommends that you use “URL contains.” If you’ve been using “URL equals” in any of the situations outlined above, you are likely losing events.

Before you set these up, follow these steps…

1. Go Through the Conversion Process. Most advertisers will grab the URL for the confirmation page without much thought. But actually go through the process of completing a conversion to reach that confirmation page. Don’t assume what the URL will be.

2. Use “URL Contains.” Yeah, you knew that.

3. Grab the Minimum Portion of URL. Meta recommends using “the minimum portion of the URL needed to distinguish this page from any other pages on your website.” The danger of “URL contains” is that it could potentially include multiple URLs. There’s a rather simple solution for that.

This is not a good use of “URL contains”…

The above rule will capture any URL that has “thank-you” in it. This could conceivably include any confirmation page on your website if you use “thank-you” on those pages.

domain.com/thank-you/
domain.com/product-1-thank-you/
domain.com/blog/why-you-should-say-thank-you/
domain.com/thank-you-for-your-help/

But be careful. Let’s stick with the example of a confirmation page that includes “thank-you” in it. This wouldn’t solve everything either…

For the same reason that this wouldn’t…

In both cases, there could be multiple URLs that contain that text, but with something different before or after.

The solution, in most cases, is this…

By adding the “/” to both sides, you clarify that there can’t be additional text before or after it. The only exception would be if that “thank-you” path could exist on multiple domains or subdomains in which your pixel fires. If that’s the case, you’ll want to include the domain — and maybe more if you run into the issue of subdomains (rare situation).

Watch Video

I recorded a video about this, too. Check it out below…

Your Turn

Do you use “URL contains” when creating your events and audiences based on URL?

Let me know in the comments below!

The post Do Not Use URL Equals for Meta Events and Audiences appeared first on Jon Loomer Digital.

We need to talk about the Pixel Event Setup Tool. Conceptually, it is a great idea. The Event Setup Tool allows advertisers to add standard events for conversion tracking to their website without code, which is pretty great. But… Should you use it?

I first wrote about the Event Setup Tool when it came out more than three years ago. Here’s the crazy thing: It still has the exact same limitations and bugs that I experienced way back then.

That doesn’t make the tool worthless. It still has value for very specific situations. But, it’s mostly frustrating at this point that it’s not better than it is after all of this time.

Let’s talk about how the Event Setup Tool works and its limitations…

How it Works

Let’s assume you’re not technically savvy. You need to create a standard event, but you either don’t know how or don’t have access to the backend of a website to add the proper code.

If that’s the case, the Event Setup Tool is your solution. Go to Events Manager, click the “Add Events” drop-down, and select “From the Pixel.”

Now you’ll get the following message…

Click “Open Event Setup Tool.”

Now paste in the URL where you’ll want to add standard events and click “Open Website.”

It will open that page of your website, and it will include a floating dialog that looks like this…

All great so far, right?

Events by URL

Let’s assume that you want to fire an event any time someone opens this page. An example would be a CompleteRegistration confirmation. By loading the page, you know that the registration has been completed.

So, you would click “Track a URL.” It will look something like this…

You can use “URL equals” or “URL contains” (you’ll then be able to edit the URL) logic. It’s up to you. You then select an event. We’ll go with CompleteRegistration.

Click “Confirm,” and you’ve successfully set up an event! You’ll just need to click “Finish Setup” and you’re done.

Really easy. I have some reservations about it that I’ll get to in a moment, but this is a pretty darn good option.

Problem: Parameters

Okay, now let’s start talking about the issues with this tool.

Having the ability to create a standard event without code is great. But, Facebook provides very limited opportunities for adding parameters. Parameters pass additional details about the event — like the name of the product.

Well, in the example above, I can’t do that. I created a CompleteRegistration event, but that event will not send details beyond that.

The only way to do that now would be to create a custom conversion based on the URL. Something like this…

And really, this is fine. It’s not the end of the world. But, it limits options for the advertiser. It would be nice if we could simply pass the parameter from the start.

Problem: Track New Button

Maybe it’s a browser issue (I’ve tried both Chrome and Safari), but I know I’m not alone in this. If you try to create an event based on button click, Facebook tries to detect where the button is. Well, the detection is an absolute mess.

Here’s an example…

What in the actual… What is it that I’m supposed to select here??

“Buggy” does not begin to describe this issue. It’s unusable.

Problem: Purchase Value

Another issue is adding the Purchase value for any event. You have a few options for this.

One is that you can have Facebook detect that value from the page. But once again, the tool’s ability to detect that value is absolutely horrendous.

Here’s an example…

Facebook highlights the entire line that includes a dollar amount. If I select that, here’s the value it will try to send…

Yeah, no. That’s not a value at all.

One of the other options is to pass the value from the Initiate Checkout event. That assumes, however, that Facebook was able to properly detect the value on that page (which I doubt it will!).

The final option is “Don’t Include Value.” NO! That’s not what we want either! Can’t we just manually enter it? Why is this so hard?

Of course, we can’t pass the name of the product with parameters either. So, once again, our last option is to create a custom conversion that will include the name of the product and the value.

So, fine. Another workaround. You can make it work. But the point is, it sure would be easier if this all just worked properly in the first place.

It Still Has Potential

Yes, the Event Setup Tool has some value. It has potential. But, it’s had the same potential and limitations for the past three-plus years now. It’s amazing that none of these issues have been corrected or improved in any way during that time.

So for now, this tool is a good option when you can’t get access to the backend of a client website to add code. Or maybe you have no confidence in your ability to add event code to a website. This remains, though imperfect, a stopgap solution.

I just can’t help being left with how disappointing it is that this tool, which has so much potential, isn’t better than it is.

Your Turn

Do you use the Event Setup Tool? Do you run into these same issues, or how do you deal with them?

Let me know in the comments below!

The post Is the Event Setup Tool Worth the Hassle? appeared first on Jon Loomer Digital.

Facebook pixel events are critical for conversion tracking, optimization, and retargeting. You may not have partner integration that automatically injects this code. The Pixel Event Setup Tool may not be sufficient (it’s not for me). You may need to add the code manually, and this post is meant to help.

The Problems with the Pixel Event Setup Tool

As I write this, the Pixel Event Setup Tool, though it has promise, simply isn’t a solution.

It should allow for full parameter flexibility. You should be able to add any qualified parameter that you want. But, you can’t. In particular, you can’t add a product name. Why in the world can’t you add a product name?

The most excruciating part may be how value is added for the purchase event.

If you don’t use the Initiate Checkout event, you can’t provide a value unless Facebook reads it from the page. There’s no option to enter a value manually.

Needless to say, this isn’t good enough. Facebook may very well fix these issues. But in the meantime, creating your pixel events manually may be the best solution.

Pixel Event Code

The base pixel code goes before the closing HEAD tag on every page of your website. The pixel event code typically goes soon after, following the opening BODY tag (though it can go anywhere prior to the closing BODY tag).

Pixel event code is script that includes the event that should be tracked and any relevant parameters. It could be as simple as this…

The example above doesn’t include parameters, which provide additional details like the product and value. The purchase event is the only event that requires parameters (value and currency).

Here’s an example with parameters…

There are 17 standard events in all. For a full list of the events, code, and parameter options, check out this resource.

The Easy Solution: Pixel Event Generator

Look, I’m not a programmer. I’m not all that technical. So, I won’t waste any more energy trying to explain how to code events with parameters.

No, I have a much easier solution for you…

There was a time when Facebook offered a tool that helped you generate pixel event and parameter code really easily. For some crazy reason, they got rid of it. I think it’s because they assume the Pixel Event Setup Tool is sufficient. As we’ve discussed, it’s not.

That’s why my team developed the Pixel Event Generator. It’s free. There are no strings attached.

[GO HERE TO USE THE PIXEL EVENT GENERATOR]

It’s really simple…

1. Choose the event you want to track.

All 17 standard events are there. If you aren’t sure what an event is, select it to get a definition.

2. Choose your parameters.

The parameters that are relevant to your selected event will now appear. They are optional. You won’t need to enter anything, but you can if you’d like. Only fields you fill will appear in your code.

3. Copy your code.

Your pixel event code will be provided to you automatically based on your settings. Simply click the “Copy” button and paste it into the relevant location on your website (typically after the opening BODY tag on the page where the event occurs).

The video below walks through how it works…

Reminder: If you need a refresher on how pixel events work, read my guide here.

Learn More About the Facebook Pixel

Want to master the Facebook pixel? Take your learning a step further with the Facebook Pixel Masterclass, a video series covering advanced topics related to the pixel. We’ll go into detail related to pixel events, custom conversions, tracking, optimization, and targeting.

Or, if you aren’t ready for the advanced topics, check out my Facebook Pixel Basics free video series (this is also included within Facebook Pixel Masterclass). You can register by clicking the link below…

[GET THE VIDEO SERIES]

It includes eight lessons covering what the pixel is, why it’s important, how it works, how to add it to your website, and how to test that it’s working.

Enjoy!

The post How to Create Facebook Pixel Events and Parameters Manually appeared first on Jon Loomer Digital.

[NOTE: This post has been updated from its original publication.]

Any business serious about conversion tracking and optimization needs the Facebook pixel installed on their website. But getting the pixel and events installed correctly has been a chore, particularly for those who are less technical or lack the staff and resources to handle some basic code.

That changes with the Facebook pixel Event Setup Tool. Or it potentially does (more on the issues with this tool later). While you will still need to add the base pixel code to your website, the Event Setup Tool is meant to provide a codeless, seamless method to integrate pixel events.

It has enormous potential for simplifying the pixel event creation process, no matter your technical expertise. Before we get to the juicy stuff of using this tool, we’ll need to take a couple of steps back.

In this post, you’ll learn:

• How to install the base pixel code (if you haven’t already)
• A refresher on pixel events
• How to use the Event Setup Tool

Install the Pixel First

First, there’s no way around getting the base pixel code installed on your website. If you haven’t done that yet, you’ll need to before dealing with events.

The Facebook pixel is a unique piece of code that connects activity on your website to Facebook. It is the pixel that gives you access to all of the following, and more:

• Retargeting with Website Custom Audiences
• Attribute conversions to your advertising
• Optimize advertising for Landing Page Views
• Optimize advertising for conversions
• Track marketing performance with Facebook Attribution
• Track customer funnel with Facebook Analytics

If you haven’t yet installed the pixel, go here.

What Are Pixel Events?

Adding the base pixel code connects your website to Facebook. With your unique pixel on every page of your website, Facebook will be notified when a page of your site is loaded.

If you do nothing else, you’re limited in terms of how much you can get from the pixel. You can create Website Custom Audiences to retarget those who visit your website, which is amazing. But, the extent of your targeting will be limited without pixel events. And you’ll need those same pixel events for better tracking and optimization.

[READ THIS INTRODUCTION ON PIXEL EVENTS]

A pixel event is a modifier that adds details to the information sent to Facebook. Events allow Facebook to be notified that not only was a page visited, but a purchase (or registration, lead, search, etc.) was completed.

Standard pixel events (expanded since first announced) include:

• Add Payment Info
• Add to Cart
• Add to Wishlist
• Complete Registration
• Contact
• Customize Product
• Donate
• Find Location
• Initiate Checkout
• Lead
• Purchase
• Schedule
• Search
• Start Trial
• Submit Application
• Subscribe
• View Content

Events become particularly useful for conversion tracking and optimization. They allow you to connect your advertising efforts to a specific number of resulting conversions and, if applicable, the related revenue. Once Facebook collects this info, it also allows the advertiser to better optimize for a particular event.

Earlier, I described some of the tools that become available to you once you install the pixel. But, once you start using events, each of those tools become more powerful.

What is the Event Setup Tool?

Without the Event Setup Tool, advertisers need to modify their pixel code on specific pages of their websites to collect anonymous event information. This can be done manually, with the assistance of a plugin, or through partner integration.

The Event Setup Tool allows advertisers to add events based on page views or button clicks. Most importantly, no coding is required.

When in your Events Manager, click the Add Events drop-down and select “From the Pixel.”

You will now see the option to use Facebook’s Event Setup Tool.

Before we move forward, determine on what page the pixel event will occur, whether by viewing a URL or clicking a button. Enter the URL for that page here…

After entering the URL for this page in the step above, click “Open Website.” That will open a new window for that particular page that includes a Facebook dialog at the top left.

If any events have already been created for this page, you’ll see them here.

Set Up an Event by URL

One option is to set up a pixel event by URL. In other words, if someone loads a particular URL, this is a sign that a conversion is complete. An example would be a thank-you page following registration for a webinar or purchasing a product. This should be a page that users will only visit once.

Click the “Track a URL” button. You’ll now see this…

You’ll want to choose an event that has occurred once a person visits this URL. Facebook provides several standard options…

I am going to choose “Complete Registration.”

You also have the option of tracking the entire URL or portion of the URL.

“URL Equals” would limit qualified URLs to a single URL whereas “URL Contains” could result in multiple qualified URLs.

Once you’re done, click “Confirm.”

You will now see that event listed.

Set Up an Event by Button Click

This has the potential to be the most valuable application of the Event Setup Tool. Updating button code to track conversions on click is very technical. I can tell you that I rarely got it to work properly on my website.

Click “Track New Button.”

Suddenly, the page grays out and highlights appear for links and buttons that would qualify.

By selecting a link or button here, Facebook will begin reporting on events whenever a visitor clicks it. Once you select your button or link, Facebook will ask you to connect that click to an event.

I am going to choose “Lead.” Then click “Confirm.” Once again, you’ll see that event listed under “Events on this Page.”

Since I previously created an event based on URL, I have two listed (you may have only one).

Test Your Event

From the image above, note that you can edit or delete an event before finishing. Once you’re finished, click “Finish Setup” at the top right.

Facebook now asks to review your events.

If it looks good, click “Finish.”

Back on your Events Manager screen in Facebook, you’ll get a notification that your event setup is complete.

Click the blue button to test your events. You’ll get a page that looks like this…

Note that while in test mode, Facebook will only track the events on that page that you trigger, not the events triggered by other website visitors. Assuming the link to that page you were just working on is in the text box (it should have prefilled), click “Open Website.”

If you created an event by URL, you have already triggered an event. Otherwise, click the link or button on that page that triggers your button event. Then go back to the testing page in Events Manager.

Here is what that page looks like now for me…

In the middle column, you’ll see those two events were created via Event Setup Tool. In the far right column, you’ll see the last time that event was triggered. In other words, these were set up properly!

The Problems With This Tool

The Pixel Event Setup Tool has been available long enough now that all of the bugs should have been worked out of it. We should be beyond versions 1, 2, and 3. And yet… The tool still has some major flaws.

When it was first released, the Pixel Event Setup Tool didn’t allow the ability to add parameters. Parameters are additional details about a conversion (like value, product name, quantity, etc.). While parameters are now partially integrated in this tool, their availability is rigid and not incredibly helpful.

Here’s an example when creating a purchase event…

The only parameter options I’m given are for value and currency. However, we should be able to provide parameters for other items, including the name of the product (content_name) and type of product (content_type). The product name, in particular, is a critical item.

But, even the parameters available aren’t good enough. As you can see from the image above, my options for value are:

• Use Value from Initiate Checkout (Recommended)
• Choose Value on Page
• Don’t Include Value

This is painful. I don’t use the Initiate Checkout event. I tried, using the Pixel Event Setup Tool, and ran into all sorts of technical roadblocks of bugginess. I don’t include the value on the confirmation page. I tried to include it for this purpose, but Facebook didn’t detect it. And providing no value should not be an option.

WHY CAN’T I JUST MANUALLY ENTER THE VALUE??

This is a regular issue. I want to provide the name of a product for a CompleteRegistration event, but it’s not an option. There is no flexibility when it comes to parameters. Why not? It would seem to be an easy addition, and it would make this tool a slam dunk.

I’ve also run into general bugginess with Facebook’s detection of buttons, links, and values. It may be a browser compatibility issue in some cases, but the highlights often don’t line up.

These are big problems. Until they are addressed, the Pixel Event Setup Tool simply isn’t a viable option for serious marketers. It’s otherwise a nice little tool with big potential. It can solve small tasks if all you want to do is add a standard event without details. But that’s about it.

Adding Code Manually

I’m sure Facebook will eventually address this. In the meantime, I’ll continue to use partner integration or add code manually.

Of course, Facebook scrapped their valuable manual pixel event creation tool with the redesign of Events Manager. We saw this as an opportunity and created the Pixel Event Generator that you can us at no cost. It allows you to select an event, enter parameters, and copy the relevant code to be pasted on your website.

Learn More About the Facebook Pixel

Want to master the Facebook pixel? Take your learning a step further with the Facebook Pixel Masterclass, a video series covering advanced topics related to the pixel. We’ll go into detail related to pixel events, custom conversions, tracking, optimization, and targeting.

Or, if you aren’t ready for the advanced topics, check out my Facebook Pixel Basics free video series (this is also included within Facebook Pixel Masterclass). You can register by clicking the link below…

[GET THE VIDEO SERIES]

It includes eight lessons covering what the pixel is, why it’s important, how it works, how to add it to your website, and how to test that it’s working.

Enjoy!

The post How to Use the Facebook Pixel Event Setup Tool appeared first on Jon Loomer Digital.