The saying goes, “If you can’t measure it, you can’t improve it.” While I’m not sure who said it originally, the underlying concept is part of why we created SparkInfluence; to provide a better way to aggregate, analyze and understand the community behind your advocacy effort. Conversion tracking plays a key role, letting you track your stakeholder’s actions back to where they came from when hitting your landing page. In this case, we’re looking at the Facebook pixel, one of many helpful tools you can install to improve your understanding of advocates. Specifically, the Facebook Pixel helps you:
- Track conversions from ads
- Optimize ads
- Build targeted audiences for future ads
- Re-market to people who have already taken some kind of action on your website
Installing and activating the Facebook pixel is a 2 step process.
Step 1: Webpage Header Area
As a prequel to this step, you’ve either gone to Facebook and created the new pixel or had it delivered to you from your marketing / communications team.
With the pixel code in hand, you’ll next:
- Find the header of your website, or locate the header template in your CMS or web platform.
- In between the <head> and </head> tags, insert the pixel code, beginning with <!– Facebook Pixel Code –> and ending with <!– End Facebook Pixel Code –>. An example is below.
Place the pixel code snippet in between the <head> and </head> tags on your webpage.
If you are only installing the pixel to track page views, STOP HERE. If you want to track action completions (conversions), continue to Step 2.
Step Two: SparkInfluence Action Widget
- With the code now installed on your site, you’ll head into the backend of SparkInfluence, hover over the Actions main nav item, and click into Action Widgets.
- Within the widget for the action you want to track, add the second snippet of code, starting with <script> fbq(‘action‘, and ending with </script> to the Thank You Message area, and click to save the widget. See screenshots below.
Find and copy the below snippet of code.
Paste the snippet into the widget like so:
With the code now in place on your website, and the “firing” code now in place in your widget, the pixel should fire anytime a stakeholder completes the desired action. At this point, head into Facebook or alert your marketing / communications team that the pixel is in place and they can now test to ensure it’s working as expected.
Happy Conversion Tracking!