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You want to advertise your online store on Facebook and Google, but don’t have functional trackings? Before you begin, it’s a good idea to collect data about your website visitors to have more successful campaigns. Measuring the performance of your online store and the effect of advertising campaigns is a major advantage of digital marketing over the traditional way of doing it. However, before you can take advantage of data that indicates the progress of your business, you need to install trackings on your website. What are trackings?

Trackings are a few lines of code that you can place in the header section of your website. Using WordPress.org websites, it’s usually easy to put tracking codes into the theme. Besides this one way, there are a few more approaches you will learn. Read on. 

In this article you will find:

  • A brief explanation of Facebook and Google tracking.
  • What other tracking is nice to have?
  • How to check if they work?

Did you get acquainted with Facebook Pixel and Google Analytics?

Facebook Pixel and Google Analytics are the two leading trackings that create the prerequisites to achieve your marketing goals. They detect and measure key actions that visitors take on your website.

Facebook tracking

Social networks continue to occupy most of our daily lives and this makes them an even more attractive place for advertising. Social selling contributes to the majority of online buyers. 

Facebook Pixel is the leading tool in social networks for reporting the actions of customers from Instagram and Facebook. Pixel allows you to track actions on your website. This way you can see what actions the visitors of your online store are taking. These actions are the so-called standard events. There are also specific events that measure micro-actions and interest. They are used less frequently and usually in businesses that offer more expensive services.

Standard events:

  • purchase
  • initiate checkout 
  • add to cart/basket
  • add to wishlist
  • page view
  • content view
  • view website 

Each event is reported in Facebook Business Manager. You can find this information from the Event Manager or next to the campaigns you run. All you need beforehand is to set up the codes right.  If someone else manages your business account, you need to give them access.

It is important to have a functional pixel so that you can create audiences from the most valuable groups of your website visitors. This way, we can target follow-up advertising campaigns to reach the same or similar people to order from your online store. For example, the people who bought from your online store are a valuable group of people. You can create a Lookalike audience when you have at least 100 registered purchase events. These are people who have similar shopping habits as your customers. So in other words using lookalike audiences is asking Facebook to find the closest people who have performed similar action. 

In January this year, with the new update of Apple, iOS 14, important changes took place for media buyers on Facebook. Tim Cook has taken a final decision and action against the privacy policy. Now every user with an Apple device has the choice to decline or accept cookie tracking for detailed targeting. The speculation is that most of them will actually decline therefore refuse to be tracked for their activity online. 

Cookies allow marketers to select an audience for their ads based on user decisions. This happens by attaching a code next to the IP of a visitor. When a user refuses to be tracked, they still see ads from Facebook, but will no longer be customized according to their interest.

You can find a workaround solution to the case of tracking iOS devices if you have a Facebook Developer on hand. A good option is a Server-Side API, which allows server-level tracking instead of cookies. This is actually a better way of tracking actions on your website because it is functioning on a server level. Perhaps you don’t have servers in your office, but your hosting does, as does Facebook as well. In essence, this option realizes the trackings on a higher level.

How to check if it works?

There are several ways to confirm that Facebook Pixel and Google Analytics correctly account for the events we want to measure.

Facebook Pixel

During inspections for correct Pixel installations, we mainly check for:

  • confirmation traffic to a website
  • confirmed identification number, “Pixel ID”
  • the conflict between multiple pixels on a single website. It is best to have only one pixel per ad account.
  • validation of standard events upon action on the respective landing pages

First, go to Facebook Business Manager. Click “Business Settings” at the bottom left of the settings wheel. Continue to “Data sources > Pixel”. Then right-click on “Open in Events Manager”.

  • In the middle of the window, you have the field “Diagnostics”. After installation, you can send test traffic with the “Test events” option. Here it is important to turn off your Adblocker if you use it.

Another option is to use the Google Chrome browser extension – Facebook Pixel Helper. With this tool, you can browse any page and websites to see if there is a pixel installed. You can also view what events are on certain pages. This is useful to understand the competitor’s funnels.

Google tracking

In addition to the search engine, Google has been an advertising platform for more than two decades and has many tools in its family.

  • How many people visited the website?
  • The characteristics of the visitors
  • Which source drives the most traffic?
  • How visitors interact with the website
  • Conversion rate

Google Analytics allows you to track and analyze the traffic generated by your website. Its high functionality makes it an extremely effective tool for reflecting the success of marketing campaigns, as well as other sources of traffic – direct, organic and referral. Integrating Google Analytics with your AdWords account gives you access to track user actions or so-called events.

Once you’ve created your Google Business account and linked your website to Analytics, there are a few steps that are important for successful traffic tracking.

Google Tag Manager

  • Configure Google Analytics (GA) in Google Tag Manager (GTM)
  • Register for GTM and specify in which container you want to save the tag
  • Create a new tag
  • Enter your GA tracking code and tracking type
  • Set activation (trigger) “All Pages” to include the tag on all pages of the website
  1. Register your website with the Google Search Console (GSC)
  • Register with the website domain
  • Verify the domain with GTM or GSC
  • Upload an XML sitemap with Google can index your site faster.
  1. Confirm and verify the checkout tracking

According to a study by the Baymard Institute, 28% of consumers abandon their stroller due to a very long or complicated checkout process.

  • Cart page: www.example.com/checkout/cartreview
  • Payment page: www.example.com/checkout/payment
  • Thank you page: www.example.com/checkout/order-confirmation

You can follow the pages in the admin settings in GA. From there, select “Ecommerce set up”.

How to make sure the trackings are working correctly?

Follow these three steps:

  • Click ‘Admin’ in the lower-left corner of your screen
  • From there, select ‘Tracking Info’ in the second column
  • Then click ‘Tracking Code’

You should receive information on how long the traffic has been detected. Another effective way to check is to:

  • Install the Google Tag Assistant extension for Google Chrome
  • Go to the homepage of the website you want to test
  • Press “Enable”, then “Record”
  • When the scan is complete you will be able to see which Google Tag Manager tags are active and working on the website.