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Optimizing Facebook lead campaign with the voluum conversions tracking (7)

02-19-2020 05:28 PM #1 barbarollo (Member)
Optimizing Facebook lead campaign with the voluum conversions tracking

I'm using Facebook lead ads to collect emails. I'm than sending newsletters containing links to offers. All the offer links are tracked using Voluum.

I want to optimize the Facebook lead ads campaign according to the offer conversions.

Do you have any suggestion on how to do it? I think I need to fire the Facebook conversion pixel when I have a conversion but I'm not sure if I can optimize a Facebook leads campaign with it and how to do it with Voluum

Thanks!

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02-20-2020 10:46 AM #2 voluum (Veteran Member)

Quote Originally Posted by barbarollo View Post
I'm using Facebook lead ads to collect emails. I'm than sending newsletters containing links to offers. All the offer links are tracked using Voluum.

I want to optimize the Facebook lead ads campaign according to the offer conversions.

Do you have any suggestion on how to do it? I think I need to fire the Facebook conversion pixel when I have a conversion but I'm not sure if I can optimize a Facebook leads campaign with it and how to do it with Voluum

Thanks!

Sent from my JSN-L21 using STM Forums mobile app
If you have an opt-in form for collecting e-mails, you can use it to collect cep parameter from a cookie (Voluum adds this parameter to the cookie in case of direct tracking method you should use for a Facebook campaign to avoid redirects), then add that cep parameter to the click URL in your e-mail (a link under CTA in your e-mail redirecting to an offer page).

It's be a fairly simple setup because you're staying within 1 campaign. And you bypass the continuity issue. In a flow where a user receives an email in-between a lander and an offer, continuity can be easily broken - he might open it in a different browser, on another device, or after some time (he can clear cookies too). If that's the case, there's no guaranty the funnel will work (it won't if the click id isn't passed). That's why you need to collect and then pass cep parameter - as long as cep parameter is added to the click URL, an offer page will open correctly and a click (and conversion) will be tracked in Voluum.


Karolina

02-20-2020 11:20 AM #3 barbarollo (Member)

Quote Originally Posted by Voluum View Post
If you have an opt-in form for collecting e-mails, you can use it to collect cep parameter from a cookie (Voluum adds this parameter to the cookie in case of direct tracking method you should use for a Facebook campaign to avoid redirects), then add that cep parameter to the click URL in your e-mail (a link under CTA in your e-mail redirecting to an offer page).

It's be a fairly simple setup because you're staying within 1 campaign. And you bypass the continuity issue. In a flow where a user receives an email in-between a lander and an offer, continuity can be easily broken - he might open it in a different browser, on another device, or after some time (he can clear cookies too). If that's the case, there's no guaranty the funnel will work (it won't if the click id isn't passed). That's why you need to collect and then pass cep parameter - as long as cep parameter is added to the click URL, an offer page will open correctly and a click (and conversion) will be tracked in Voluum.


Karolina
Thank you so much for the suggestion but I don't think it will work for me.
I'm not using a custom opt-in form or landing page. I'm using facebook leads ads (https://www.facebook.com/business/ads/lead-ads). The opt-in form is inside of facebook itself and I can't customize it.

Do you see any other way to track it?

02-20-2020 12:51 PM #4 matuloo (Legendary Moderator)

I'm not sure how much sense this would make.

The FB algo is trying to get you as many optins/leads as possible, that's their job. What you do with the leads is another step and relies a lot on your copywriting skills and what offers you choose.

Even if it was technically possible, which I'm not sure it is... Let's say you screw up the copy or use a bad offer, there won't be any conversions and you would tell FB that you don't want such leads, while in reality they might be good and it was your fault that there were no conversions.

In my opinion, you should treat this in two steps... focus on obtaining as many leads as possible, while making sure the targeting and the copy itself attact leads in the niche that you need.

Step two would be to track the clicks from the emails and figure out what type of offers your audience responds well to, and focus on promoting such offers. Same goes for copy of the emails, test a few layouts and writing styles, to see which ones bring you the most revenue.

02-20-2020 12:59 PM #5 voluum (Veteran Member)

Quote Originally Posted by barbarollo View Post
Thank you so much for the suggestion but I don't think it will work for me.
I'm not using a custom opt-in form or landing page. I'm using facebook leads ads (https://www.facebook.com/business/ads/lead-ads). The opt-in form is inside of facebook itself and I can't customize it.

Do you see any other way to track it?
Well, if these are separate campaigns (Facebook campaign to collect e-mails and Voluum campaign direct linking to offers), then the only thing connecting these 2 are e-mail addresses. You could try to match conversions on offers to e-mails they come from to some stats for it in Facebook - that's the only idea I have.

02-21-2020 03:05 PM #6 barbarollo (Member)

Quote Originally Posted by matuloo View Post
I'm not sure how much sense this would make.

The FB algo is trying to get you as many optins/leads as possible, that's their job. What you do with the leads is another step and relies a lot on your copywriting skills and what offers you choose.

Even if it was technically possible, which I'm not sure it is... Let's say you screw up the copy or use a bad offer, there won't be any conversions and you would tell FB that you don't want such leads, while in reality they might be good and it was your fault that there were no conversions.

In my opinion, you should treat this in two steps... focus on obtaining as many leads as possible, while making sure the targeting and the copy itself attact leads in the niche that you need.

Step two would be to track the clicks from the emails and figure out what type of offers your audience responds well to, and focus on promoting such offers. Same goes for copy of the emails, test a few layouts and writing styles, to see which ones bring you the most revenue.
I understand the point but what if, instead of asking FB to try to get me as many optins/leads as possible, I'm asking FB to try to get me the best quality (= better converting) leads as possible?
To me is better to have 50 leads converting 10% instead of 100 leads converting 1%. Does it make sense?

02-23-2020 09:57 PM #7 matuloo (Legendary Moderator)

Quote Originally Posted by barbarollo View Post
I understand the point but what if, instead of asking FB to try to get me as many optins/leads as possible, I'm asking FB to try to get me the best quality (= better converting) leads as possible?
To me is better to have 50 leads converting 10% instead of 100 leads converting 1%. Does it make sense?
Sure, I totally understand what you mean... the problem is, that every single of your email might perform in a very different way. With a good copy, lot's of the leads will convert and FB would try to get you more of those... with a poor copy, even the good leads would show poor results. This would have quite strong influence on the final results.

It could work though, in case you select a specific email (or sequence of emails) that every new subscriber would get sent to them. So not the newest newsletter, but rather a pre-selected bunch of emails (or even a single one) that you know converts well with your target audience. This would serve as a benchmark email that you would test the quality of the leads with.

But again, I'm not sure whether it's possible to work with FB this way, I'm not a FB expert...

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