“Success is simple. Do what’s right, the right way, at the right time.” – Arnold H. Glasow
As Arnold mentions in the quote above to be successful you’ve got to do the job right. Today so many advertisers, businesses and just society seem to overlook taking the time upfront to truly set the right foundation for the future. This one tactic I learned as a child has brought me much higher degree of clients, longer relationships and a much higher rate of return on investments. It’s so important to take the time and start correctly when running paid advertising because your dollars can diminish at a much more exponential rate than other forms of marketing.
Below, I’d like to discuss one procedure I came across last week from a client whom I’d taken over their facebook advertising campaign. They had already spent $10k using facebook ads over a year of efforts and I was astonished to realize that nowhere could I truly evaluate clear cut ROI when it came to revenue. If you are currently, unable to find your revenue from Facebook ads chances are you’ve overlook tagging the source correctly for Google Analytics. This blog is specifically for you, please read on.
Tagging URL Parameters
Possibly one of the main aspects I find when taking over an account from a client. Why? Because it requires more advanced technical knowledge than simply just opening up and account and accrediting funds for the account. URL parameters are a must for me because I live in Google Analytics for my campaigns. Utilizing URL parameters allows you to get granular data into which specific ad campaigns are effecting revenue, traffic & products that were actually purchased as a result of your Facebook advertising efforts. Here’s what you’re going to need to do with existing campaigns.
Step 1 – Visit the URL builder so you’ve got the snippet of code needed in the backend of Facebook. Very simple process, all you need to do is ensure you fill out these boxes; Website URL, Campaign Source, Campaign Medium, & Campaign Name. Then click “Create URL”. You will see a new URL string populated in the box shown in the image below.
Important: You will only be using the URL path after the ? – see the second image. You will also need to follow this process for each ad you run so you can differentiate each set.
Step 2 – Now you’ve got the code needed to effectively track the ads so you’ve got to hop into the Ads Manager. Click on Ad Set Name > Specific Ad > Edit Ad > Scroll down existing Ad until you see “Tracking”. Under Tracking you will see the box “URL Parameters”. This is were you will take the URL tag created and directly copy+paste in the box. Click save.
Remember to do this activity for each ad you run on facebook.
Step 3: Test your efforts and hop into Google Analytics. You need to make sure you are tracking correctly. Go into Acquisition > Source/Medium. You should now see “Facebook CPC” and it should be triggering visits. There you go now you can effectively get much more real data versus relying on guesswork or just throwing money into facebook blindly.
Conclusion: Don’t run your campaigns haphazardly. So many clients, businesses and experts overlook the small steps that can literally make or break your social ads. Start from the beginning so you don’t have to go back in 3-5 months, etc. and lose all of the valuable data you would have otherwise had. Any online paid advertising objective should evaluate the first weeks/month data as marketing research. You need to optimize your campaign to increase CTR, decrease CPC and pause/remove ad sets that are not yielding ROI.