ToneDen Knowledge
  • Welcome 👋
  • What iOS 14 Means for ToneDen Advertisers
  • Facebook Overspend Bug Refund Instructions
  • Custom Domain Troubleshooting & FAQ
  • What's New in ToneDen 🔥
  • Open ToneDen 🚀
  • Account Setup
    • Creating an Account
      • Adding Profiles
      • Creating Your Team
      • How to sync your Facebook profile to ToneDen for Ads
      • How to connect ToneDen to your Zapier account
    • Pricing
    • Billing & Subscription FAQs
  • Marketing Guides
  • Event Marketing
    • ToneDen's Facebook & Instagram Ads for Events
      • Creating Your First Event Ad Campaign
      • Introduction to Conversion Tracking
      • Introduction to A/B Testing
      • Introduction to Budget Optimization
      • Best Practices for Using Multiple Audiences on Facebook
      • The Most Profitable Audiences to Target for Event Ads
      • The Event Marketing Lifecycle
      • Best Practices for Understanding Facebook Attribution
      • Advanced Strategies for Facebook Ads for Events
        • Automate Every Event Ad with Dynamic Event Ads
        • How to Best Structure Your Budgets, Schedule, and Audiences
      • Strategies for Specific Events
        • Concerts
        • Food and Beverage Events
        • Comedy
        • Attractions and Holiday Events (NYE / Halloween / etc.)
        • Sports
        • Music Festivals
        • Endurance
        • Business 2 Business Events
        • Conventions
  • Music Marketing
    • The Music Marketing Lifecycle
    • The Most Popular Types of ToneDen Campaigns You Can Use to Market your Music
    • Spotify Marketing 101
      • The Spotify Promotion Guide
        • Part 1: The 4 Ways to Grow on Spotify (Excluding Organic Growth)
        • Part 2: How to Get on Spotify's Algorithmic Playlists and the Virtuous Cycle of Spotify Followers
        • Part 3: From 800 to 2,400 Spotify Followers in 30 Days: The Lili Kendall Case Study
        • Part 4: How to Create ToneDen's Spotify Growth Playbook
        • Understanding the Spotify For Artists Dashboard
    • The Recommended Music Marketing Battle Plans
    • Best Practices for "Always On" Music Marketing
    • Other types of ToneDen Music Marketing Campaigns
  • Growth Tools
    • Pre-Save & Smart Link Troubleshooting & FAQs
    • Smart Links
      • Smart Links for Music (FanLinks)
        • How to Create a Spotify Pre-Save and/or Apple Music Pre-Add
        • How to Add TikTok's "Use My Sound" to Music Smart Links
      • Smart Links For Tours (TourLinks)
      • Smart Links for Events (EventLinks)
      • Smart Links for Podcasts (PodLinks)
        • How to Create a Single Episode Podcast Page
        • How to create a Multiple Episode Podcast Page
      • Smart Links for Fundraisers (GiveLinks)
      • Smart Links for Social Media Bios (BigLinks)
      • Smart Links for Livestreams (StreamLinks)
      • Custom Domains For Smart Links
    • Social Unlocks
      • What Is a Social Unlock?
      • Creating a Social Unlock
    • Contests
      • How to Create a Contest
      • How to Create a Viral Pre-Sale Campaign
    • How to Set Up Lasso
  • Advertising Platform
    • Advertising Fundamentals
      • Why You Should Advertise
      • Why Advertising Is an Investment
      • How to Target Your Audience
      • What is Conversion Tracking?
      • What is A/B Testing?
      • What is Budget Optimization?
      • How Is ToneDen's Advertising Platform Different Than Facebook's?
      • How is ToneDen's Optimization different from Facebook's Campaign Optimization?
      • How ToneDen Optimizes for More Conversions
      • Viewing Budget Optimization Insights
      • Advertising Term Glossary
    • Facebook Advertising
      • Getting Started with Facebook Ads on ToneDen
        • How to Create a Business Manager Account
        • How to Create a New Facebook Ad Account
        • A Guide To Setting Up Your Own Domain For Custom Conversions
          • Custom Domain Setup for Events
          • Custom Domain FAQs
        • How to Set Up a Payment Method for Facebook & Instagram Ads
        • How to Create & Manage a Facebook Pixel
          • How to Find Your Facebook Pixel ID
          • Installing your Facebook Pixel
          • How to Install Your Facebook Pixel on Eventbrite
          • How to Install Your Facebook Pixel on Other Ticketing Platforms
        • How to Request Page Advertiser (or Admin) Access to a Brand
        • How Do I Request a Gray Verification badge for My Facebook Page?
        • How to Link an Instagram Account (Instagram Business Profile) to a Facebook Page
        • How to Switch an Instagram Account to an Instagram Business Profile
      • How to Make a Facebook Ad Campaign with ToneDen
        • How to Create a Facebook & Instagram Ads with ToneDen for Music
        • Selecting Your Objective and Accounts
        • Creating Target Audiences with Audience Builder
          • How to Save Audience Sets, Add a Set, and Edit Sets
          • How to Save Your Audience
          • How to Target Email Subscribers on Facebook
          • How to Target Related Artists Using Spotify
          • How to Target Facebook Page Likes
          • How to Target Facebook Interests
          • How to Target Facebook & Instagram Video Viewers
          • How to Target Facebook Event Engagers
          • How to Target Facebook Page Engagers
          • How to Target Instagram Account Engagers
          • How to retarget website visitors or Facebook Pixel page visitors
          • How To Create Lookalike Audiences
        • Ad Creative Customization by Placement
      • Facebook Ads Troubleshooting & FAQs
        • How to Appeal a Disapproved Facebook (or Instagram) Ad
        • How to Appeal a Disabled Facebook Ad Account
        • How Long Does It Take for My Ad Campaign to Go Live?
        • Last-Minute Campaign Performance Tips
        • How to Increase Ad Creative Performance
        • How to Change Your Attribution Window
        • How Do I Test My Messenger Ads?
        • How to Deactivate an item in your Product Catalog
        • Overlapping Locations Can't Be Used
        • How To Preview Audio In A Video Ad
        • Connect to Business Manager to Create This Audience
        • Payment Method Missing, Unsettled Account, or Spend Limit Reached
        • How to Disable Google Chrome's Heavy Ads Preview Feature
    • Google Advertising
      • Getting Started With Google Ads
        • Event Ticker Seller Certification Application
        • How to Create a Google AdWords Account/Install your AdWords Pixel
        • How to Install Your AdWords Pixel for Self Serve Installation Tools
      • Creating Your First Event Google Ad Campaign
      • Audit the Performance of Your Google Ad Campaign
    • Facebook Ad Account FAQs
    • Campaign Creation Troubleshooting & FAQ
  • Playbooks
    • What is a Playbook?
    • Event Marketing Playbooks
      • How to Create a Remarketing Dynamic Event Ad Campaign
      • How to Create Your Event Announce Playbook
  • Growth Suite Add-On
  • Growth Suite FAQs and Troubleshooting
  • Growth Suite Best Practices
    • How to Create Instagram Stories Ads for Growth Suite
    • How to Track the Performance of Your Growth Campaigns
  • Spotify Growth Playbook
    • How to Create the Spotify Growth Playbook Campaign
    • Spotify Growth Playbook Best Practices
      • How Often Should I Release Music While Using the Spotify Growth Playbook?
      • Spotify Growth Playbook: Ad Creative Best Practices, How To's, and Examples
      • How to Reduce the Cost Per Follower in your Spotify Growth Campaign
      • Spotify Growth Playbook Schedule and Budget Best Practices
      • Spotify Growth Playbook Targeting Best Practices and Examples
        • Global Targeting vs. Custom Targeting
      • My Spotify Growth Playbook Ad Was Disapproved by Facebook. What Do I Do?
  • Instagram Growth Playbook
    • How to Create the Instagram Growth Playbook Campaign
  • Privacy
    • Why Does ToneDen Ask for So Many Spotify and YouTube Permissions?
    • GDPR & Privacy
Powered by GitBook
On this page
  • Measuring What Matters
  • What Is a Pixel?
  • What Can Your Pixel Do?
  • What Is a Conversion?
  • How does an ad get credit for a conversion?
  • Important Update: Facebook's New Rule
  • Key Takeaways

Was this helpful?

  1. Advertising Platform
  2. Advertising Fundamentals

What is Conversion Tracking?

PreviousHow to Target Your AudienceNextWhat is A/B Testing?

Last updated 4 years ago

Was this helpful?

Measuring What Matters

The best tool for accurately measuring campaign results is conversion tracking. Conversion tracking uses a pixel for recording actions a person takes after clicking or viewing your ad.

Tracking can happen on multiple devices, from mobile phones to desktop computers. No matter where it's happening, conversion tracking clues you into people's behavior after they've encountered your Facebook Ads.

What Is a Pixel?

A pixel is snippet of code placed on a website designed to record conversions from Facebook ads and build targeted audiences for future ads. It works by placing and triggering cookies to track users as they interact with a website and Facebook ads.

What Can Your Pixel Do?

Create a pixel and connect it to your website to:

  • Ensure your ads are shown to the right people: By understanding how people use your website, you can predict what they're likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.

  • Build effective advertising audiences: You can show your ads to people based on how they've already interacted with your website. You can also target ads to brand-new people based on their similarity to established visitors and customers.

  • Unlock additional advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per purchase or cost per conversion are only available to advertisers who've installed a pixel on their websites.

  • Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook and Instagram campaigns.

Learn more about installing the Facebook on your website

What Is a Conversion?

A conversion is when someone completes a specific action after seeing your ad.

That action can be anything: visiting a website, signing up for an email list, viewing a video, making a purchase, etc. When tracking a purchase conversion event, you can assign the value of the purchase to that event. This allows you to track the monetary effect of your Facebook ad campaigns.

Now you can measure your ad's return on ad spend(ROAS) to determine if you're making money.

How does an ad get credit for a conversion?

Facebook uses a last-touch attribution model, which means they'll attribute full credit for a conversion to the last ad the person clicked or viewed within a certain period of time.

Many advertisers wrongly assume that the conversions attributed to a campaign include only the people who click the ad and immediately convert.

Most conversions actually occur without a click. According to an internal Facebook study, 85% of buyers never click on an ad.

Viewing a webpage is a simple action a consumer may perform when they're interested in learning more about what the ad is offering.

But many actions, such as a decision to purchase, are often more complicated. It frequently takes more than just one click, day, or even week for someone to buy or convert.

The number of days between when a person views or clicks your ad and subsequently performs a key action is called an attribution window.

Conversions that occur outside your attribution window will not be credited to your ad campaign.

Important Update: Facebook's New Rule

Due to Facebook’s recent changes for iOS 14, the best way that advertisers can continue to leverage the benefits of the Facebook pixel and conversion tracking is to own their domains. Otherwise, campaigns will default to link click optimization. While you can continue utilizing all features on ToneDen without owning a custom domain via a "Link Click" objective, we believe that taking the steps to get a custom domain up & running will help see you better results in the long-term.

While all campaigns on ToneDen are able to run using a "Link Click" objective even if the user does not have a custom domain synced up, owning a domain maintains the ability to run conversion campaigns. What does this mean for your ToneDen ads?

  • Without custom domain: Growth Suite Playbooks, Promoted Smart Links, and all other Advertising campaigns will only be able to report back on the # of link clicks happening on your ads. This may exclude important info on everything that occurs after viewers click on the link. Prior to the iOS 14 changes, users were able to optimize campaigns for conversion events (ie higher value than a link click) without needing a custom domain attached to their campaigns. Running link click campaigns, which don't explicitly bid for higher converting individuals, means you may need to spend more to reach relevant parties.

  • With custom domain: Growth Suite campaigns, Promoted Smart Links, and all other conversion campaigns will be able to measure events a step above the "Link Click" objective such as View Content, Lead (for pre-saves), Purchase (e-commerce), etc. ensuring that you are reaching more engaged audiences.

We've included a video & step-by-step guide of how to set up a custom domain below:

Key Takeaways

  • Install the Facebook Pixel to utilize conversion tracking, build custom target audiences, and optimize your campaigns for a specific user actions.

  • Use conversion tracking to determine your campaign's return on ad spend, high-performing target audiences, and most relevant ads.

  • Conversions are attributed to your ad campaign by users clicking or viewing your ads within the attribution window.

  • You have to own your domain to run conversion ads.

here.
A Guide To Setting Up Your Own Domain For Custom Conversions