How to slay Facebook Events Manager for better performance?! (1)
How to slay Facebook Events Manager for better performance?!
I noticed that many marketers don't like the beast "Events Manager". However, this tool is crucial for success with FB ads in 2022.
Why?
Basically, FB Events Manager is like a huge bucket for various types of FB events (view contents, add-to-carts, purchases, etc.). Using all the "content" of this buckets helps your FB algorithms achieve better results.
Facebook Events Manager receives all the events' data through Facebook CAPI or FB Pixel, then FB machine learning processes this conversion data and sends it Ads Manager, where conversions are attributed to campaigns and ad sets.
Therefore, when using Facebook Conversion API alongside a correct Events Manager setup as an outcome you get an improved performance towards the audience who is more likely to convert (e.g. optimize for conversions).
If prior to 2022 Facebook was just fine with all things optimization on its own, it's way harder to do now, in 2022.
So yeah, you shouldn't ignore Facebook Events Manager setup.
What would be primary steps to make this magic work?
1) Integrate Facebook CAPI
(though I really hope you already have done it)
As an affiliate marketer, it's super important for you, as you don't have access to the website itself. It ensures accurate tracking for FB Ads even after iOS 14 update.
2) Domain verification
Also obligatory step 2022. And obligatory to use FB CAPI and Events Manager. If you have a trouble verifying domain as affiliate marketer, let me know, I will recommend a workaround.
3) Then head to Events Manager and set up events that matter to you
Each domain can have up to 8 conversion events set up. Be sure to choose the right events needed for your Facebook advertising. And don’t forget that you can use both: Standard Facebook events and set up custom conversion events.
4) Configure events
Aggregated Events Measurement protocol by FB requires an event to be "warmed-up" in order to be added. It means the event should have some traction (e.g. 20-30 conversions). If you wanna speed up the process and don't wanna wait, you can use fake conversion upload feature.
5) Prioritize events
Remember that you can add only up to 8 events? Now you have to choose event with highest and lowest priorities. So if you choose "purchase" as highest priority, algorithms will be working to convert users who are more likely make this event happen.
6) Choose a campaign objective
After you made all the previous steps in Events Manager, choose campaign objective "conversion". It will ensure FB does its best to find best-cobverting users.
7) Check your conversion window
We know that after iOS 14 update FB conversion window shrinked to 7 days, but it can also jump to 1 day! So be sure to change it back to 7 days.
8) Use FB Event manager setup for remarketing
So you can create custom audiences based on events that your Events Manager processes. For example, you can choose to target abondoned carts or those who viewed a particular page.
Events manager is responsible for making it happen.
9) Choose broad targeting
It's important to let FB algorithms try to do their best while targeting. So try to choose broad targeting to give FB more freedom.
If this info was useful to you, but you wanna learn more about the value of Events Manager, please, check out our latest YT video — https://www.youtube.com/watch?v=MOkXmrIESbI.
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