4 simple steps to track your Facebook Ads in Perfex
Learn how you can use Perfex + Attributer to track how many leads & customers you are getting from your Facebook Ads
Are you having difficulties determining the number of Leads, Opportunities, and Customers you get from your Facebook Ads?
If your answer is yes, it could mean you’re missing out on substantial growth opportunities for your business. If your Facebook Ads are generating you customers at a positive ROI and you have no clue, then you’re likely failing to seize an opportunity to scale customer acquisition.
Conversely, if the Ads aren’t effective in producing customers but you don’t know it, you’re likely wasting precious marketing budget that could be better spent elsewhere.
Good thing there is a way to turn this around.
In this article, we’ll walk you through how to use Attributer to track how many leads & customers you get from your Facebook Ads in Perfex.
What is Attributer?
In its simplest form, Attributer can be described as a small snippet of code that you install on your company’s website.
Whenever a visitor arrives on your site, Attributer goes through some technical information on how the visitor got there (which are the same things as tools like Google Analytics look at) and then uses this data to pinpoint the visitor’s origins.
Afterward, Attributer sorts the visitor according to a set of marketing channels. These are the same channels you see in tools like Google Analytics, including Paid Search, Organic Search, Paid Social, etc. Then this data is saved in a cookie in the user’s browser.
When the visitor submits a form on your site, Attributer sends the data into hidden fields you add to your form and it is passed into whatever backend tools you have linked with your forms. These backend tools can be Perfex CRM, your email marketing tool, billing platform, analytics tools, etc.
This data, in turn, can be used to run reports that show you things like:
- The number of leads received from your Facebook Ads and their performance compared to other channels like SEO, Google Ads, etc.
- The number of Opportunities produced by your Facebook Ads and the campaigns that made the opportunities.
- The amount of Closed Won Deals/Customers created from your Facebook Ads and the close rate of Opportunities from this vs. other sources.
- The overall revenue generated by your Facebook Ads and their ROI.
4 simple steps to track your Facebook Ads in Perfex
Getting started tracking your Facebook Ads in Perfex is simple with Attributer. Here’s how:
1. Install Attributer on your website
A snippet of code will be provided after you sign-up for a 14-day free trial of Attributer. This code has to be installed on your website. A guide on how to do this can be found on our help site, but essentially you can either add the code directly to your site through the Settings section or use tools like Google Tag Manager.
When the code is installed, you then need to add a couple of hidden fields to your forms. The hidden fields that you need to add are the following:
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Channel Drilldown 4
Adding hidden fields to most form-building tools is easy. You can drag and drop a ‘Hidden’ field type into your form or convert a standard form field to hidden through the settings. Further instructions on this can be seen here.
2. Add UTM parameters to your Facebook Ads
Once Attributer has been set up on your site, the next thing to do is to add UTM parameters to your Facebook Ads campaigns.
If the term 'UTM parameters' is new to you, it simply refers to the extra bits of text that you usually add at the end of the URL that you send to people from your campaigns.
So, say the page you want to send someone is attributer.io/integrations/perfex then the final URL with UTM parameters may look something like this:
While you can add the UTM parameters however you want, following the general best practice for Facebook Ads makes for the best results, which goes something like this:
- UTM Medium = Paid social
- UTM Source = Facebook
- UTM Campaign = The name of your campaign
- UTM Term = The name of the ad set the ad belongs to
- UTM Content = The specific ad
Adding UTM parameters to your ads in Facebook Ads is straightforward and Facebook has a guide here. Plus, free tools are available online to help you create them.
3. Attributer writes the Facebook Ads data into the hidden fields on your form
Whenever a visitor lands on your site from your Facebook Ads, Attributer grabs the UTM parameters and keeps them in a cookie in the visitor’s browser. This way, they won’t get lost when the user browses around your site.
And when the visitor completes a form (like your ‘Contact Us’ or Request A Quote’ form), Attributer will place the Facebook Ads data into the hidden fields on the form. This data, along with the lead’s name, number, email, etc., will be captured upon form submission.
To illustrate, let’s pretend I’m a marketer for Perfex, and I’ve created ads to promote the Perfex CRM. When an individual clicks on one of my Facebook Ads, browses the site, and completes a form to get the demo, Attributer would put the following information into the hidden fields (depending on the UTM parameters used behind the ad):
- Channel = Paid Social
- Channel Drilldown 1 = Facebook
- Channel Drilldown 2 = Brand Campaign
- Channel Drilldown 3 = North America Ad Group
- Channel Drilldown 4 = Green Ad
Besides capturing channel data (which is taken from the UTM parameters you place behind your ads), Attributer would also capture and send through the information on the visitor’s landing page (i.e., perfex.com/features/contact-management) and the landing page group (i.e., /features).
4. Facebook Ads data is sent into Perfex
Finally, all the Facebook Ads data is passed into Perfex with the lead’s name, phone, email, etc.
Once the information has reached Perfex, you can create reports on them using Perfex’s native reporting tools, or if you have a BI tool like Tableau or Power BI, you can use them to run more advanced reports.
Why use Attributer?
There are other methods for passing Facebook Ads data into Perfex, but Attributer offers the following main benefits:
- Captures other attribution information - In addition to capturing the source of leads from your Facebook Ads, Attributer also captures data on leads from other channels like Direct, Referral, Organic Social, or Organic Search. With this, you can determine ALL your leads and customers’ origins, not just the ones from your Facebook Ads.
- Remembers the data - Attributer is unique from other tools as it stores the UTM parameters in a cookie in the user’s browser. This means that no matter what page the user completes a form on, the UTM parameters will always be sent through, and you’ll have more accurate data on the number of leads and customers you get from your Facebook Ads.
- Cleans the data - Attributer was designed to recognize inconsistencies in UTM usage, such as using utm_source=facebook in some campaigns and utm_source=facebook.com in others. The leads would be assigned to the correct channel (Paid Social in this case) regardless of these inconsistencies, ensuring you have more accurate data.
- Captures landing page data - Aside from capturing Facebook Ads data, Attributer also captures the landing page URL (e.g., https://attributer.io/blog/capture-utm-parameters-salesforce) and landing page group (e.g., /blog). This allows you to see how your content (i.e., your blog) is performing.
3 example reports you can run to understand the performance of your Facebook Ads campaigns
If you follow the 4 steps above and use Attributer to capture Facebook Ads data in Perfex, then you can create reports similar to the following:
1. Leads by channel
Since Attributer captures the source of all your leads (not just those from your Facebook Ads), you can create reports such as the one above that display the amount of leads broken down by channel.
This can help you see how your Facebook Ads are performing relative to your other channels and, in turn, help you make more strategic decisions on where to spend your marketing resources. It may be that Google Ads performs better, and the budget should go there.
2. Customers by campaign
This report displays the number of new customers generated per month from your Facebook Ads, broken down by the campaign they came from.
This can be useful to understand which of your campaigns are performing best when it comes to generating customers and where you should invest your budget and time doing optimizations and tests.
3. Revenue by campaign
This stacked bar graph shows how much revenue was made each month from Facebook Ads, broken down by the campaign the customer came from.
This report can be beneficial for determining the overall ROI of your Facebook Ads. For example, the chart above states that $65,000 was generated in new revenue from Facebook Ads in August. If you spent less than this on Facebooks Ads, it’s a positive ROI and worth continuing.
Moreover, because it's broken down by individual campaigns you can see which ones are worth investing more in and which ones need to be stopped.
If you need a way to track how many leads & customers you get from your Facebook Ads, then using Attributer alongside Perfex is a great solution.
It will capture the UTM parameters behind your Facebook Ad campaigns and send them to Perfex, wherein you can build reports that tell you the campaigns and ad sets your leads and customers have come from.
In addition to this, it will also provide data on leads that come from other channels so that you can track the source of ALL your leads. This will ultimately let you know where to invest to grow your business.
Best of all, it's free to get started, so start your free trial today.
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.