Facebook is still in the lead of ad channels for both . The high quality of this ad channel makes it a perfect traffic source for A/B tests. The Facebook Pixel is an analytics tool that helps you evaluate the efficiency of Facebook Ads campaigns. It gives you the understanding of how users interact with your ads making conversion tracking, optimization and remarketing way easier.
If you run A/B experiments with SplitMetrics and integrate them with the Facebook Pixel, you can get even more insights into users behavior on product pages and advance the efficiency of your marketing activity.
Benefits of Integrating Facebook Pixel with SplitMetrics:
- better insights into experiments: track actual conversions on Facebook Analytics for the better understanding of such audience characteristics as gender, age, and behavior patterns.
- refinement of pre-launch activity: start experimenting with different audiences, placements, and banners even before an app launch using SplitMetrics pre-launch experiments.
How to Create Facebook Pixel and Integrate it with SplitMetrics Experiments
The creation of the Facebook Pixel and its integration with SplitMetrics is a matter of minutes. Here is a step-by-step guide to creating the Facebook Pixel:
- Go to Events Manager
- Click Connect Data Sources left in the menu and select Web.
3. Select Facebook Pixel and click Connect.
4. Click Continue.
5. Add your Pixel Name and click Continue.
6. You need to obtain your pixel ID. Select the option ‘Install code manually’.
7. You need to obtain your pixel ID. Click ‘Copy code’.
8. Scroll through the code and look for a string of 15 numbers. That’s your Pixel ID. Copy it and click Continue.
9. Click Continue.
10. Open Event Setup Tool.
11. Open SplitMetrics dashboard in a new tab and don’t close Facebook Event Manager window.
For each running SplitMetrics experiment you want to connect to the Facebook Pixel, go to an experiment Report Page > Integrations > Facebook Pixel. Note that you cannot integrate pixel with drafts or finished experiments.
12. Paste your Facebook Pixel ID into the corresponding input line, check ‘Enable integration’ and click ‘Save’.
The integration presupposes the usage of the following Facebook standard events to track user behavior on SplitMetrics landing pages:
- PageView – fires when an experiment is fully loaded on a user’s mobile web browser. This way you can see how many page views/sessions each experiment received. Mind that a particular experiment can be filtered by its page URL.
- ViewContent – fires when a user interacts with your experiment page, e.g scrolls the page, clicks to read more, clicks to view a screenshot, scrolls through screenshots gallery, etc. As in the case of PageView, a particular experiment can be filtered by its page URL.
- CompleteRegistration (or InitiateCheckout) – fires when a user clicks the ‘Install’ button. Once again, there’s a possibility of filtering a particular experiment its page URL.
13. Open SplitMetrics landing page for the test you are setting up the Pixel for and click on Get to receive the first event.
14. Go back to the tab with Facebook Event Manager and insert the link for the test you are setting up the Pixel for (where you have clicked the Get button).
15. Press enter/return
You’re done, now SplitMetrics will send all conversions to Facebook. So you can enjoy advanced conversion tracking, optimization and remarketing.
If you use Facebook traffic for your A/B experiments, it’s definitely worth integrating the Facebook Pixel with SplitMetrics. Not only will you avoid overpaying for your ads and optimize cost efficiency of your marketing campaigns, but also get an even better understanding of your target audience which may become a real game changer for your app’s performance.