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Facebook Media & Ads Review > CAMPAIGN DATA SOURCES > Flashcards

CAMPAIGN DATA SOURCES Flashcards

1
Q

What are Campaign Data Sources?

A

Data sources are tools, connections, pieces of code or other objects that capture the interactions people make. Select the right data source for you based on your business type. Use data sources on your website, mobile app or in your store so that you can measure actions like views, adds to cart and purchases. There are three campaign data sources that are important for businesses who want to focus on performance marketing.

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2
Q

3 Campaign Data Sources?

A

Facebook Pixel, Facebook SDK, & Offline Conversion

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3
Q

What is the Pixel Data Source?

A

The Facebook pixel is a piece of code you place on your website to understand how people interact with your content after seeing your ads. When you share this information with Facebook, Facebook can deliver ads to people more likely to take action. You can use what you learn from Facebook pixel to build more effective ads and audiences.
The Facebook pixel implementation process consists of the following steps:
1 Create a Facebook pixel in Ads Manager
2 Add the system-generated base code to our
website or connect a partner platform
3 Confirm the pixel is working with our Pixel Helper tool
4 Add Standard Events or Custom Events
5 Start building, optimizing and measuring

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4
Q

What is the Pixel Helper Data Source?

A

The Facebook Pixel Helper is a troubleshooting tool that helps you to determine if your pixel is working correctly. It can aid you in confirming that the pixel is installed on your website, check for errors and understand the information that you receive from the pixel.
You can use the tool to ensure that the Facebook pixel is performing optimally and properly logging actions, also referred to as “events,” taken on your website. Standard events and custom events are the two event categories available to help you monitor your website activity.

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5
Q

What is the Automatic events Data Source?

A

Automatically logged events are actions that the Facebook pixel measures by default unless you’ve disabled this functionality. Events logged include actions taken from mobile browsers.

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6
Q

What is the Standard events Data Source?

A

Facebook pixel’s standard events are logged actions that are predefined by Facebook. With standard events you can capture specific actions, optimize for conversions and build audiences. You may elect to implement standard events if your information collection needs are typical. Examples of standard events include Purchase, Add to Cart and Lead.

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7
Q

What is the custom events Data Source?

A

Custom events for the Facebook pixel are logged actions that are defined by you to serve your information collection needs. You may elect to implement these events if your information collection needs are atypical.
With custom events, you can capture specific actions and build audiences. However, our system won’t allow you to optimize towards these events or show their numbers in reporting unless they are mapped to a custom conversion.

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8
Q

What are Custom conversions Data Source?

A

You can create custom conversions for both standard and custom events. Custom conversions let you create rules for pixel events or URLs, so you can measure more specific customer actions. For example, you can create a rule to report on and measure all purchases that were over $40 using pixel events and parameters.

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9
Q

what is targeting with fb pixel data source?

A

Targeting with Facebook pixel:
The Facebook pixel allows you to direct your ad at people based on specific actions they have taken on your website. You can use the information you get from your pixel standard or custom events to create Custom Audiences from your website. For example, you can:

· Entice people who have visited your website by offering a discount on their purchase to push them through and convert.
· Deliver your ad to people who’ve added items to their cart with text that tells them to buy the items before they’re sold out.
· Change the ad creative and message for people who’ve already started the checkout process but didn’t complete the purchase.

You can also use that Custom Audience from your website to create Lookalike Audiences. Lookalike Audiences are created by Facebook to help you reach people who are similar to (or “look like”) an audience that you care about.

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10
Q

Optimization with Facebook pixel data source?

A

Optimization with Facebook pixel
One of the most powerful steps you can take to prompt action on your website is optimizing for conversions (“conversion optimization”). This can include anything from visiting a page to completing a purchase. When creating an ad set, you have to choose an optimization event (a pixel event to optimize to). This choice tells our delivery system what result to try to get for you.
When thinking about measuring pixel events and which ones to choose, it’s important that you select different steps throughout the entire consumer journey.
Here is just one example of what pixel events, on an ecommerce website, you might want to log.
1 View content
2 Add to wish list
3 Add to cart
4 Initiate checkout
5 Add payment details 6 Purchase

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11
Q

Facebook SDK ?

A

The Facebook SDK is an analytics tool that enables you to capture and measure the actions people take in your app. You can use Facebook SDK to direct, measure and optimize the delivery of your ads to people most likely to take action.
The Facebook SDK implementation process consists of the following steps:
1 Register your app with Facebook
2 Associate your ad account with your app
3 Download and add the SDK to your app
4 Confirm the SDK is working with our App Ads Helper
5 Add App Events to your app
6 Start building, optimizing and measuring

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12
Q

App Ad Helper

A

The Facebook App Ad Helper is a troubleshooting tool that helps you to determine if your SDK is working correctly. It can aid you in confirming that the SDK
is firing app installs, when the last one was fired and showing you the Facebook app setup for your app, SDK
integration and deep link integration. This will ensure that the Facebook SDK is performing optimally and properly logging app events that occur on your app.
App events are comprised of three event categories available to help you monitor your app activity. The three categories are automatic events, standard events and custom events.

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13
Q

Automatic events (fb sdk)

A

Automatically logged events are actions that the Facebook pixel measures by default unless you’ve disabled this functionality. These events include app installs, app sessions and in-app purchases.

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14
Q

Custom events

A

Facebook SDK’s custom events are measured actions that are defined by you to serve your particular information collection needs. These events function the same as they do for pixel, except for your app instead of your website.

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15
Q

Targeting with Facebook SDK app events

A

You can share information from the SDK app events to create Custom Audiences. Like the Facebook
pixel, Custom Audiences for Facebook SDK allows you to direct your ads to people based on specific actions they have taken on your app. You can use the information you get from your App Events to create Custom Audiences from your app. Creating Custom Audiences can help you to measure the performance of your mobile app ads, and direct your ads to the right people.

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16
Q

Optimization with Facebook SDK app events

A

App Event Optimization (AEO) enables you to
find people who are more likely to take valuable downstream actions such as purchasing an item, or booking a trip. When creating an ad set, you have
to choose an optimization event (an app event to optimize to). This choice tells our delivery system what result to try to get for you.

17
Q

Deep linking

A

Deep linking allows you to lead people into a specified destination of your mobile app once they click your ad, if they have your app installed. This helps make mobile app ads more effective for meeting goals beyond the install and can provide people with a better experience by taking them to the content that attracted their attention in the ad.

18
Q

Examples of deep linking:

A

Here are some examples of how deep linking can be used to prompt conversions:

· Travel use case: A travel app runs an ad featuring a vacation to San Francisco and someone who already has the app installed clicks the ad. This person will be taken directly to the information about the San Fransisco offer. This makes it more likely the person
will find information about the San Francisco trip that interested them, rather than having to search for it manually. Removing extra steps between clicking the ad and getting to the travel offer provides a more seamless customer experience.
· Retail use case: A women’s clothing brand creates an ad for a pair of red shoes using deep linking. A person who already has the brand’s app installed taps the link. Instead of having to navigate to find the shoes once they arrive at the app, this person can immediately purchase the red shoes.

19
Q

Deferred deep linking

A

Deferred deep linking:
With the Install objective, you will want to use deferred deep linking because people have NOT installed your app yet. This will “defer” the person to the app store first and then once installed, they will be brought to the specific destination. If you’re only direct your ads to people who already installed your app, you don’t need to add deferred deep linking.

20
Q

What are Offline Conversions?

A

Offline Conversions is an analytics tool that enables you to connect your offline events information such as your CRM or POS to Facebook. As your ads run across Facebook, Instagram and Audience Network, we match your customer information, through a secure matching process, to people who saw or clicked on your ads to see how much offline activity can be attributed to your ads. You can capture a multitude of Offline Events back to your Facebook campaigns. Here are some examples:

· Purchases made in your stores
· Open house visits
· Calls for an insurance quote
· Confirmed travel booking over email

21
Q

The Offline Conversion implementation process consists of the following steps:

A

Set up: Create your event set, the Business Manager or API, assign it to your ad account(s) and enable auto-tracking
2 Create: Create Offline Event-Based Custom Audiences based on offline behaviors
and attributes
3 Run: Run your campaigns across Facebook, Instagram and Audience Network
4 View: View your results in Ads Manager and Facebook Analytics
After your offline conversions are implemented, you can start logging Offline Event Sets. Offline Event Set categories include upload events and custom conversions events.

22
Q

Upload events

A

You set up your upload events by uploading offline information to the offline events tool in Business Manager. There are three ways to connect your offline information, including:
· Manual CSV upload: Upload a CSV file manually with your transactions on a daily basis. Requires no technical expertise.
· API integration: Direct integration from client’s customer system to Facebook for real time coverage.
· Technology partners: Leverage partnerships with customer systems vendors and systems integrators. All the benefits of API, but you don’t need to build it yourself.

23
Q

Custom conversion events

A

Custom conversions separate your event information based on values, event types, custom information fields and other characteristics that are important to your business. You can apply your custom conversion to offline event sets you’ve already set up.

24
Q

Troubleshoot Offline Conversions

A

It’s important to ensure that your Offline Conversion information is working correctly, so your metrics and reporting are accurate. The Events Manager tool allows you to see your upload history, find metrics and reporting, monitor trends and troubleshoot any issues.
To troubleshoot, go to the Diagnostics section of your Events Manager to identify possible issues with your Offline Conversions.
Visit the Navigate Events Manager page to learn more about troubleshooting for Offline Conversions.

25
Q

Targeting with Offline Event Sets

A

You can use the information from your Offline Event
Set to create Custom and Lookalike Audiences for your ad campaigns.
To create a Custom Audience, select an Offline Event Set in your Events Manager and create an audience based on the information and events in your Offline Event Set.
Once you’ve created a Custom Audience, you can then create a Lookalike Audience to reach people who are similar to customers who’ve already interacted with your business.
Visit the Create Custom and Lookalike Audiences page to learn more about creating audiences for Offline Conversions.

26
Q

Measurement with Data Sources

A

You must have the Facebook pixel implemented on your website, SDK implemented on your app, or your Offline Conversion information uploaded to access results and reporting. Your data sources should allow you to see how many actions are happening as a result of your ads. You can use the metrics and reports to see how your campaign is performing and adjust your campaign setting accordingly.

Visit the View Results On Your Facebook Ad in Ads Manager page to learn more about accessing your conversion metrics and reports.

27
Q

Tracking Parameters

A

Tracking Parameters
You can use parameters, alongside events, to pass additional information through the pixel or SDK. You can specify or adjust the parameters you want for your Online or App Events. Setting up your event parameters can help ensure that you’re collecting the information that matters most to your business.
These are examples of parameters for Data Sources:

28
Q

Recommended Parameters for Pixel Events

A 
· ContentIDs
· Contents
· ContentType
· Product Catalog IDs
· Value
29
Q

Recommended Parameters for App Events

A

ContentIDs
· Contents
· ContentType · Value

30
Q

Third-Party Tracking Providers

A

The Facebook pixel can be used in tandem with third- party tracking provider, such as DoubleClick. In most cases, it will require that you to edit the HTML on your website. Although, if that feature is available from your provider, there is no required editing to the HTML on your website. Actual methods vary by provider, so you should inquire with them.

Facebook Media & Ads Review (40 decks)

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