Social media marketing is an interesting profession. SMM thrives on good creativity, which in turn promotes a high level of commitment to the advertised content. An ad with a good creative can get a lot of engagement, e.g. B. Likes, comments and even releases.

This can be a good thing for branded campaigns if your goal is conversion. However, this does not always correlate with actual website conversions. This claim was made when Instagram star @Arii (with over 2 million followers) was unable to achieve 36 shirt sales.

To test the effects of such advertised content, an advertiser can use UTM tags to analyze incoming traffic to the website using Google Analytics. The challenge with such a measurement is that not all users actually click on the ad and may visit your website from another channel, e.g. Organic search. Another challenge is that users may interact with a post on one device and then visit your website on another device. An interaction that Google Analytics cannot correctly identify.

Advertisers can also create a campaign for users who have viewed their page.

The frame

To close the circle of these user interactions, we need to be able to reference data from both our Facebook page and Pixel. To achieve this, we can use a function called "Event Source Groups" in Facebook Business Manager. This feature allows advertisers to aggregate different data sources to create a unified view of their data.

As soon as we have the uniform data, we can use the Facebook analytics tool to create a funnel that reports both the page and the pixel data.

A key benefit of this framework is that it can also be used retrospectively to analyze data from previous campaigns.

Step 1: create the event source group

To be able to use this function, you need authorization for both the Facebook page (Analytics) and for pixels.

  • Navigate to the Business Settings page in your Facebook Ads account
  • Under Data Sources, select Event Source Groups, and then click Add
  • Give the group a descriptive name, e.g. ‘Brand’s Event Group’
  • Select the relevant page and pixel you want to connect

Facebook new event source group creation

  • Click Create Group to save the group
  • Click View Analytics to proceed to the next step

Facebook new event source group analysis

Step 2: create a funnel in Facebook Analytics

This is a hidden gem in the Facebook ad account that is often overlooked. This powerful tool enables advertisers to create insightful funnels that go beyond Facebook ads. A major advantage of this is the lack of dependency on cookie data (unlike Google Analytics), which provides a much more accurate picture of how users interact with your website across devices.

  • Navigate to Activity and Funnel

Facebook activity menu with funnels highlighted

  • Click Create Funnel
  • Select the event from which you want to create the funnel. To link ad engagement to website promotions, you can select "Post Comments (Pages)".

Facebook selection menu with highlighted comments

  • Click the + icon to add another step to the funnel, e.g. B. the conversion action (e.g. lead or buy).

Facebook funnel selection list of predefined events

  • You can also add several steps to measure complex funnels, e.g. Post Comments – Add to Cart – Initiate Checkout – Purchase
  • Click Save and name your funnel

The funnel is filled immediately.

Example of Facebook two-stage funnel data

You can change the time frame displayed and add a breakdown of additional parameters (e.g. country or age). There is also a table below the diagram that shows the speed at which the funnel steps are performed. This is useful for understanding the lookback windows for conversion attribution and remarketing campaigns.

Bonus: analysis of the impact of a particular contribution

Example Facebook ad

In some cases, you can have a blockbuster post that leads to significant engagement. For example, this UPRIGHT ad has triggered over 1K likes and 457 comments so far. But how did that affect sales?

To analyze a particular post, we can refine the funnel step of post comments so that only a specific post is included by selecting the post's ID

Facebook funnel creation for a specific post

Bring everything together

This framework aims to break the data silos we use. It helps to analyze cross-platform engagement (Facebook app and website) and cross-device tracking. In addition to the use case described here, I think you can use this tool to create funnels that provide meaningful insights for your campaigns.

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