It’s no secret that Facebook Ads are a powerful way to reach your target audience. What’s less known, however, is that if you’re not tracking your conversions correctly, you could be wasting a lot of money on ads that aren’t providing any return on investment.

In this article, we’ll discuss the most common Facebook conversion tracking mistake and how to avoid it. We’ll also cover some tips for setting up conversion tracking correctly so that you can get the most out of your Facebook Ads campaigns.

The Most Common Facebook Conversion Tracking Mistake

One costly mistake that many people make is using Custom Conversions for conversion tracking. Standard events are a better choice for conversion tracking because Facebook knows exactly what each event is and how to optimize for it. With Custom Conversions, Facebook doesn’t know what your randomly created conversions mean, so it has to lump them all together and treat them like one generic conversion event. This causes subpar results.

Another thing to be aware of is that AEM (Aggregated Event Measurement) requires that any event you want to track with your ads be part of AEM, which limits the flexibility of Custom Conversions.

The custom event pixel, on the other hand, only tracks conversions that happen as a result of someone clicking on your ad. This allows Facebook to better attribute leads and sales to your ads, and ultimately results in a higher return on investment.

Overall, it’s best to avoid using Custom Conversions if possible and stick with Standard events for conversion tracking. Doing so will save you money and help you get better results from your Facebook advertising campaigns.

Why You Should Use Standard Events Instead of Custom Conversions

Another reason to consider using standard events instead of custom conversions is that they allow for tracking multiple lead magnets and sales funnels without exhausting your AEM limit. AEM (Aggregated Event Measurement) is a limit imposed by Facebook that restricts the number of events that can be tracked with your ads.

If you’re using custom conversions, you’re likely only able to track a handful of lead magnets and sales funnels before reaching the AEM limit. This means that you’re not able to get a full picture of your customer journey, and you may be missing out on valuable data that could help you improve your campaigns.

By using standard events instead of custom conversions, you’ll be able to track an unlimited number of events and get a complete picture of your customer journey. This will allow you to optimize your campaigns more effectively and ultimately get better results.

How to Set Up Conversion Tracking Correctly

Now that we’ve covered some of the reasons why you should be using standard events instead of custom conversions, let’s take a look at how to set up conversion tracking correctly.

There are two main ways to track conversions on Facebook: through the Facebook pixel or by using a third-party tool such as Google Analytics.

If you’re using the Facebook pixel, you’ll need to add the following code to your website:

<!– Facebook Pixel Code –>

<script>

!function(f,b,e,v,n,t,s)

{if(f.fbq)return;n=f.fbq=function(){n.callMethod?

n.callMethod.apply(n,arguments):n.queue.push(arguments)};

if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;

n.queue=[];t=b.createElement(e);t.async=!0;

t.src=v;s=b.getElementsByTagName(e)[0];

s.parentNode.insertBefore(t,s)}(window,document,’script’,

‘https://connect.facebook.net/en_US/fbevents.js’);

fbq(‘init’, ‘your_pixel_id’);

fbq(‘track’, ‘PageView’);

</script>

<noscript>

<img height=”1″ width=”1″

src=”https://www.facebook.com/tr?id=your_pixel_id&ev=PageView

&noscript=1″/>

</noscript>

<!– End Facebook Pixel Code –>

Replace “your_pixel_id” with your actual pixel ID. You can find this in the Facebook Ads Manager under “Tools > Pixels.”

If you’re using Google Analytics, you’ll need to add the following code to your website:

<!– Global site tag (gtag.js) – Google Analytics –>

<script async src=”https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXXXX-X”></script>

<script>

window.dataLayer = window.dataLayer || [];

function gtag(){dataLayer.push(arguments);}

gtag(‘js’, new Date());

gtag(‘config’, ‘UA-XXXXXXXXX-X’);

</script>

Replace UA-XXXXXXXXX-X with your actual Google Analytics tracking ID. You can find this in the Google Analytics admin under “Property > Tracking Info > Tracking Code.”

Once you’ve added the code to your website, you’ll need to create a new Facebook Ads campaign and select the “Conversions” objective.

Next, you’ll need to choose the conversion event that you want to track. If you’re using the Facebook pixel, you can select from a list of standard events or create a new custom conversion. If you’re using Google Analytics, you’ll need to select from a list of Standard Events or configure a new custom dimension.

Finally, you’ll need to set up your ad campaign and choose your targeting options. Once your ads are running, you’ll be able to track your conversions and see how well your campaigns are performing.

If you’re a course creator, membership site owner, or online coach who is looking to get the most out of their Facebook Ads campaigns, then you should be using standard events instead of custom conversions. Standard events offer a more flexible and powerful way to track conversions, and they don’t have the same limitations as custom conversions.