Your website is full of activity. Visitors interact with it all the time.
But do you use everything that happens on your website for your paid marketing?
Every interaction a visitor has with your website … a page view, a click … can be used to better understand your audience.
And if you understand your target audience, you can target them smarter and make more money from your paid campaigns on Facebook and Google.
Both Facebook and Google refer to these user interactions as Events. With them, you can track them using a tracking code installed on your website.
What are events??
Events are user interactions that do not cause another page to load on your website.
In e-commerce, the best example of an event is "Add to Cart".
Another event can be filling out a field on a form, as opposed to filling out a form, which usually triggers a thank you page to load. Filling out one or more fields without submitting (also known as a form cancellation) can also be recorded as an event.
Essentially, you can record every action that a user takes as an event, such as: For example, watch a video, click a link, or even download a PDF.
Why events matter
Events are important as they indicate the intent of your website visitors and which ones are more likely to become customers or leads.
When a visitor has viewed a video on your website, it shows an interest in your offer.
Even if a visitor hasn't completed a purchase, an abandoned shopping cart in e-commerce shows high purchase intent. Sure, something prevented the visitor from completing the purchase, but any visitor who has come this far is worth your attention.
By tracking events, you can target these users with a more targeted offer in your paid campaigns.
How can you ask?
By adding the event tracking data to your paid campaigns and using that data for more precise targeting and an optimized offer.
Think about it, if you can pull together all of the visitors who have watched a particular video and set up a customized campaign for them that links to what they saw on the video, wouldn't that be a far more effective campaign than a general awareness message?
It will be safe.
Let's discuss how event tracking can help you get more out of your advertising campaigns on Facebook and Google.
How to set up events on your website
Both Facebook and Google require you to use code to set up events on your website.
Let's see how to do that …
Setting up events with the Facebook Pixel
Standard events on Facebook include:
- Show content
- Add to Cart
- Add to Wishlist
- Initiate checkout
- Add payment information
- Make a purchase
- To lead
- Complete registration
Here is the official Facebook guide to setting up events.
First, you need to check that the Facebook pixel code is already in the header code of every page on your website between theand Keywords. If you don't, enter the base pixel code first.
Next, choose the event you want to track for a particular page from the list of events in Facebook. For example, suppose the Add to Cart event looks like this:
fbq ("track", "AddToCart");
Paste the "Add to Cart" event code above that Label.
It should look like this:
Each number in the picture stands for this:
- Your header code
- Your basic Facebook pixel code (the ID number is unique for each website)
- The specific event code
You need to repeat this on every page where you want to track one or more events. Each side needs its relevant event code.
Set up event tracking with Google Analytics
You can also track events in Google Analytics for even more insights. For event tracking in Google Analytics, you need to create custom code snippets for each event.
Here is the official Google Analytics guide to setting up events.
The code is then added to the link code of the item or action you want to track. When you click the item, it will appear as an event in Google Analytics.
The event code consists of four elements – two required elements and two optional elements:
- Category (required) – Defines a group of actions that you want to track
- Action required) – the type of action you want to follow
- Label (optional) – Include what the event is about to facilitate monitoring
- Value (optional) – assign a numeric value to the event; can be a monetary value or just a scale
The basic structure of an event code looks like this:
onclick = "ga (" Send "," Event "," Category "," Action "," Label "," Value ");"
The code should be added within the href link code before the link text:
In the example above, no value was assigned to this event.
There has to be a better way
All of this event data needs to be fed into your paid campaigns in order to optimize them. Before we get into that though, let's talk about the elephant in the room.
Dealing with code is not ideal for marketers. It's just not our forte.
This holds us back, as constant optimization is one of the basic principles of online marketing.
And if you need your development team for every optimization process, this is not ideal.
What better way to keep track of events on your website? Yes. There's a tool called Oribi that does just that – no tracking of code events.
Oribi automatically tracks every interaction on your website, page views and button clicks. It collects all of this data and makes it available to you. Even if you make changes to your website, e.g. For example, adding a page or changing buttons, events are updated dynamically. As I said, all of this is done with no code business on your behalf.
This is what event tracking looks like in Oribi:
The value here is obvious. You don't have to decide which events to track, and your development team doesn't have to track them for you. Everything is tracked for you. You just have to follow the dates.
Use event data to optimize your paid campaigns
Now you can use all of this event data that you have so carefully collected to better segment and optimize your paid campaigns and get more return on your ad spend.
There are two main goals for tracking event data:
- Intern – to be able to analyze how visitors interact with your website and to optimize the UX (user experience) from this
- External – Export the data to your paid campaigns for better segmentation. – Group audiences based on their place in the funnel and their specific interests to deliver more relevant messages
Let's look again at the "Add to Cart" event. As mentioned earlier, adding an item to a shopping cart shows high purchase intent. These visitors, even if they haven't completed the purchase, have expressed their interest in your product.
You are "worth your efforts" to go ahead and court them in the hopes that they will make a purchase in the future.
But they are all different, and you can better understand them from the article or articles you selected.
For example, if you could put together all of the visitors who added a shirt and then those who added a pair of shoes, wouldn't your bespoke paid campaigns be that much more valuable to these two different groups?
You can deliver a very relevant message or offer in your ads.
This is just the tip of the iceberg in terms of segmenting and optimizing your paid campaigns, which can be achieved with event tracking.
Two main use cases for optimizing advertising campaigns based on event tracking
Both Facebook and Google offer very powerful optimization functions for their advertising campaigns.
There are two goals for this:
- Ability to segment your audience to deliver a highly relevant message (the more segmented the audience, the more relevant your message can be).
- Opportunity to reach new target groups that are also relevant to your offer
Let's take a look at how certain features in Facebook and Google ad campaigns achieve these goals.
Facebook's retargeting and Google remarketing
The easiest way to explain the remarketing function is as follows:
When you visit a website, a tracking cookie is installed in your browser (yes, that's the famous cookie message you see everywhere now). After you exit the website, you will see display ads from that website.
This is the remarketing function: this function enables advertisers to show advertisements from the website that you have visited on other websites.
The ads can be general, just a reminder of the brand, but they can also be more personalized. The more directly the ad is linked to the content you are viewing, the more impact it will have, increasing the likelihood of a purchase or a return visit.
For example, let's say you've browsed a vacation rental website. You looked at apartments in Lisbon but didn't make a reservation. A few days later, while scrolling down your Facebook feed, all of a sudden you see an ad that says "Still thinking about Lisbon?"
That is powerful. The scrolling will stop. You will think of Lisbon again. Once you have clicked on the ad, you will be taken directly to the Lisbon section of the website of these apartments.
So by tracking events – in this case, browsing a specific page – you can deliver targeted, highly relevant, and hopefully very engaging ads to audiences who have already shown interest in your offer.
Facebook's lookalike target group and Google's similar target group
The easiest way to explain the lookalike function (similar target group) is as follows:
Based on your audience attributes, Facebook and Google can target similar people and show them your ads.
Behind this simple explanation is a highly complex algorithm that can be used to locate people with similar interests, demographics, location and professional background.
Facebook and Google can do this thanks to the huge amounts of data they have about their users.
Suppose you are tracking a video as an event. The video is top-of-the-funnel content that explains the benefits of using the app you are offering. Website visitors who have seen the video are "recorded".
You can define the visitors who viewed the video as a specific “target group” in Facebook or Google Analytics.
The algorithm then finds similarities between the visitors who saw the video and based on this data can show your ads to other people who have never seen the video but share the same similarities with your audience.
This is an incredible tool for expanding your potential audience and reaching people who are likely to be interested in what you have to offer. This will give you more value on your advertising spend.
Connect the dots: events, target audience and alignment
So now you know how Facebook and Google can help you refine and optimize your ad campaigns. But how is everything set up?
The first part of the chain is to identify the events and put in the correct codes for all pages and event types. We have already explained how to set them up on both Facebook and Google Analytics.
How you define an event is critical to the success of the campaign and determines what strategy you use either for remarketing or for a similar audience.
Once you have the events set up, you can connect them to your advertising campaign. In this context, "connect" means that Facebook and Google can use the data collected from the event tracking to optimize the advertising campaign.
Facebook Optimization of ads for event tracking
Let's start with the easier of the two.
Once you've added the event tracking code to the various pages of your website, the event data will be available to you in your ad manager.
Unlike Google, which requires you to first import the event data from Google Analytics into Google Ads (we'll learn how to do that in a second), this action is done for you on Facebook.
You still need to find this data. Here's how:
First, log into the ad manager and click the Pixels tab.
Then select "Data Sources" on the left to get to your Pixel.
Now you will see a general breakdown of your events.
To give you an overview of this report, there are a few things you should know:
- Events Received is the total number of events recorded by the Pixel
- Top events list the events with the highest performance
- The activity shows the number of events recorded per day over the past week
Now I want you to click the details button.
Here you can see the actual breakdown of events by volume and date. You can segment visitors based on their actions, as explained earlier, or use the different segmentation to create lookalike audiences.
Since you are already in the Facebook Ads Manager, all information for targeting and optimizing campaigns is available.
Google Optimization of Analytics and AdSense Event Tracking
It's a two-step process. First you need to define the events in Google Analytics and then import them into Google Ads.
Step 1: Define the event in Google Analytics
From your Analytics account, click the Admin tab in the lower left corner. Then click the Targets tab.
Select “+ New Destination” …
Select the "Custom" option …
Name your goal …
Select the "Event" option …
Now you need to refer to the four elements that you defined in the event code that you inserted for that particular event. This:
onclick = "ga (" Send "," Event "," Category "," Action "," Label "," Value ");"
The goal you created has a specific field for each value. It looks like this:
The text you enter here must be identical to the text in the code. If not, the event will not be recorded.
You will need to repeat the above process for every event that you are tracking.
Step 2: Import the event into Google Ads
From your Google Ads account, click the Tools tab in the top navigation bar. Choose "Conversions" from the drop-down menu.
Click on "Google Analytics" on the left.
You will see a list of all the goals that you have defined in Analytics.
Select the ones you want to import. Then click on "Import".
And you're done. The events you are tracking on your website are finally available to segment your remarketing campaigns and create similar audiences.
If you don't want to do this yourself, Oribi can do it for you too.
Event tracking provides you with valuable data about your website visitors, such as: B. Letter of intent, specific interests, and place in the funnel.
This offers better optimization of your paid advertising campaigns on Facebook and Google.
You should use event data to deliver highly relevant and effective remarketing ads to segmented audiences who have already visited your website.
You should also use event data as a basis for creating lookalike or similar audiences for advertising campaigns aimed at potential audiences who have not yet visited your website.
By optimizing your paid advertising campaigns with event data, you can better engage users, increase your conversion rate, and get more of your ad spend, resulting in less money for more clicks.
Have you tried to track events to optimize your Facebook from google advertising campaigns?