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Facebook Events Manager – Integration Overview and Setup
Facebook Events Manager is a tool within Facebook Business Manager that helps companies better advertise to Facebook users that have visited the company’s website(s). This is done through use of the Facebook tracking pixel.
This integration allows Omeda CDP (Olytics) clients to target segments of that website traffic (Via Audience Builder Queries) and sync those targeted visitors to Facebook Events Manager for advertising purposes. In this way, our CDP clients can target specific anonymous and known customers from their website with targeted ads on Facebook.
Setup – Facebook Pixel
The first step to having this integration set up is to ensure the Facebook Pixel is running on the site(s) that you want to connect with. Facebook provides detailed instructions on how to get this up and running here.
Setup – Omeda
Once your pixel has been set up, you can finish the integration. To get started, click the Facebook Events Manager icon from the integrations page.
Step 1 – Add a New Site
Setting up individual sites allows you to connect your various domains into your pixel(s).
To set up a new site, you’ll need to set up a site domain and then save:
As each of the domains is saved, they will appear in a list – along with the count the events you have set up on the site, the username who created the site and an action menu.
Clicking into any one of the sites will bring you to the Facebook Pixel Event list.
Step 2 – Creating new Facebook Pixel Event
Once a domain has been saved, you’ll have the option to create a new event.
Clicking the ‘Create New’ button will pull up the details necessary to connect with the pixel.
Once you save this, the pixel(s) that you have running on a single domain will appear in a list and you’ll be able to see:
- The name of each event
- The associated pixel code
- The status of that event
- Who created the event
- The date and time stamp
- Actions drop-down
Step 3 – Configure Your Pixel Event
Once the pixel has been set up, you’ll be able to configure it. You can either click the name of the pixel event or select ‘edit’ from the actions dropdown.
Once you’re in edit mode, you’ll have the general tab where the pixel event name and code are stored.
In settings, you’ll be able to set the start and end date/time, along with how the visitor needs to be on the site before they are passed to the pixel.
In URL Targeting, you are able to set up the Urls that the Facebook Pixel will target and/or exclude.
Identical to the metering setup, you can target/exclude Url patterns, specific page(s), Url parameters, and specific entry points.
Once the URLs have been set up, you can move on to Audience Targeting.
- Known and Anonymous – This will target all visitors who come to the site and stay for at least the specified duration.
- Anonymous – This will only pass along the anonymous visitors to the site
- Known – This will only pass along all known visitors to the site
- Audience Builder Audience(s) – This allows you to select saved audience segments from your data base
Once you’ve passed through each tab, you can save the changes, archive the event, delete the event, and save and activate the job from the General tab.
Reporting on Pixel Activity
There are two ways to access the reporting for your Pixel Events. You can choose to ‘View Report’ from the General tab and you can also access it from the actions dropdown next to each individual event.
There are 5 different graphs that are available for you:
1. Live Syncs (Last 90 Days)
This report will show how many known and anonymous visitors you have matched to the Facebook pixel in the last 90 days.
2. Search / Social Referrers (Last 90 Days)
This report will track how your visitors came to you.
3. Top 13 Referring Sites (Last 90 Days)
Different from the search / social referrers, this will list the top 13 sites that drove traffic to your pixel in the last 90 days.
4. Unique Visitor Syncs Per State (When Location Available)
This geographic report provides an excellent visual of what state(s) your visitors are from
5. Syncs Per Hour
This unique chart will help you visualize what time(s) of day your pixel had the most traffic, allowing you to launch additional events accordingly.
Note: Future enhancements to this integration will also allow for additional tracking within Audience Builder.
For more information regarding our CDP solution, for help with strategic planning, or for questions on setup and implementation, contact our client success team at firstname.lastname@example.org