Facebook Analytics Funnels: Value of Reactions and Page Actions

Did you know that you can use Facebook Analytics Funnels to help uncover the value of an action on Facebook? You can, and it’s pretty amazing.

You probably noticed that I’m on a big Facebook Analytics kick lately. Andrew wrote about 3 Benefits of Facebook Analytics a couple of weeks ago, and I wrote about Facebook Analytics, the Pixel, and Events. That, of course, coincided with a Facebook Analytics Master Class that happened last week (you can still sign up for the recordings).

Why the focus on Facebook Analytics? Because it’s a great tool that no one is using. And I was one of those people until earlier this year. Now that I see what you can do with Facebook Analytics, I’m hooked. One of the main reasons for this new focus: Facebook Analytics Funnels.

Thanks to Facebook Analytics Funnels, I’ve found that the most valuable actions someone can take on my Facebook page are messages sent, “love” reactions, and post comments. This post explores how I uncovered this information, and how you can better understand your own funnel.

Set Up Event Source Groups

To get the most out of Facebook Analytics Funnels, let’s first make sure you have everything set up properly in Facebook Analytics.

Go to Facebook Analytics and set up your Event Source Group at the top left.

Facebook Analytics Event Source Group

Select event sources for your business. Personally, I select my Facebook page and pixel.

Facebook Analytics Event Source Group

By doing this, Facebook can track a single user across Facebook (page, posts, and Messenger) and my website.

Facebook Analytics Funnels and Pixel Events

Before we move forward, understand that the quality of information you can get in Facebook Analytics depends upon your usage of Facebook Events. You use Events to tell Facebook when a purchase, lead, registration, or other conversion happens — as well as the details of that conversion (value, quantity, product).

If you need help with this, read my post for details.

Create Your First Funnel

Click on “Funnels” under Activity on the left…

Facebook Analytics Funnels

If you haven’t created Facebook Analytics Funnels before, it will look like this…

Facebook Analytics Funnels

Click “Create Funnel.”

I recommend you expand the time window at the top left to increase the sample size to provide meaningful results. Consider using “last 90 days” or a custom time period.

Facebook Analytics Funnels

Now you need to add your first funnel step. This will be the top of the funnel — the first action that someone performs.

Facebook Analytics Funnels

The options that appear here will depend upon what source groups you added and the Events that have been registered. Following are the options that appear for me:

  • New User Activity (Any)
  • User Activity (Any)
  • Comments (Page Posts)
  • Shares (Page Posts)
  • Reactions (Page Posts)
  • Bocked Conversations (Messenger)
  • Conversations Read (Messenger)
  • Deleted Conversations (Messenger)
  • Label Added (Messenger)
  • Messages Received (Messenger)
  • Messages Sent (Messenger)
  • New Conversations (Messenger)
  • Add to Cart (Pixel)
  • Complete Registration (Pixel)
  • Content View (Pixel)
  • Page Views (Pixel)
  • Purchases (Pixel)
  • Search (Pixel)
  • Sessions (Pixel)

You’ll need to add multiple funnel steps (at least two)…

Facebook Analytics Funnels

You can edit a funnel step to add more detail.

Refine by parameter, demographics, device info, or web parameters…

Facebook Analytics Funnels

You can also set a time to complete the funnel. If you use this, only those who complete the funnel in the designated time will appear in your results.

Facebook Analytics Funnels

As you can see, the options are virtually unlimited regarding the funnels you can create. So let’s focus on funnels that 1. start with an action on Facebook (reaction, post comment, post share, or message) and 2. end with an action on my website (page view, registration, or purchase).

Post Reaction to Page View

First, let’s get an idea of what post reaction is most likely to result in a page view on my website. For example, are likes an empty reaction? Might people like without clicking the link? Are negative reactions less likely to result in a click?

Let’s get a baseline by creating a funnel of all post reactions to a page view…

Facebook Analytics Funnels

In the example above, about 46% of those who like a post end up viewing a page on my website. That means that more than half of all reactions aren’t leading to a click or page view. And the median amount of time to then view a page on my website is 1.1 weeks. In other words, it’s not in immediate reaction to the post they saw.

But maybe this comes out differently based on the reaction.

The information available by reaction isn’t significant for “angry” (11 people), “haha” (53), or “sad” (11) due to sample size. But if you’re interested, here is the breakdown of page views by reaction:

  • Angry: 36%
  • Haha: 30%
  • Sad: 64%

“Wow” reactions were used a bit more (175 people) and they resulted in a page view 53% of the time.

Facebook Analytics Funnels

“Like” reactions are most common (13,000 people), not surprisingly. However, a “like” doesn’t necessarily mean a user is more likely to view a page of my website. About 46% of likes result in a page view.

Facebook Analytics Funnels

“Love” reactions provide the most interesting results. There are 709 people who “loved” a post, so that’s a decent sample size. Of those who “loved” a post, more than 61% viewed a page of my website.

Facebook Analytics Funnels

Post Reaction to Registration

As you might imagine, sample size will become a bigger issue when we move from page views to registrations. At the same time, there is enough data to learn something here.

Of the 13,000 total people who offered a post reaction, 1,000 (7.7%) would result in a registration on my website.

Facebook Analytics Funnels

Understand that most page posts are not promotional. They are most often links to blog posts. So this conversion percentage doesn’t reflect a direct conversion rate for the promotion of an opt-in. Instead, it reflects the likelihood that someone will register eventually for something if they provide a post reaction.

None of the 11 people who shared “angry” reactions would register on my website. That’s not a big surprise, but it’s interesting to get that confirmation.

Two of the 11 “sad” people would register. While that’s a nifty 18.18%, I wouldn’t consider the results to be significant due to sample size.

Only 1 of the 53 “haha” reactions resulted in a registration (1.89%). Small sample size, but still rather significant. The “haha” is not productive.

A total of 13 of the 175 “wow” reactions (7.43%) resulted in a registration. Now we’re getting somewhere.

Of the 13,000 post likes, 971 (7.63%) would result in a registration. I’d consider that significant!

Facebook Analytics Funnels

How about “love”? Once again, it’s the top performer. This time, 68 of the 709 people (9.6%) who “loved” a post ended up registering on my website. Feel the love!

Facebook Analytics Funnels

Post Reaction to Purchase

Sample size becomes a bigger issue when we measure post reaction to purchase, but let’s take a look and see what we can make of it.

Of the 13,000 people who reacted to a post on my Facebook page, 86 of them (.65%) resulted in a purchase. Once again, this isn’t a conversion rate for promoting product since I disproportionately promote content. However, it gives you an idea of how many of those who react ultimately buy from me after the fact.

Facebook Analytics Funnels

No sales came from the 22 combined “angry” and “sad” reactions.

The “haha” reaction resulted in a single sale (likely the same person who registered).

“Wow” was productive as sales resulted 1.71% of the time. However, with total sales of 3, one or two sales here or there significantly impacts the results.

Facebook Analytics Funnels

The “like” reaction was most common, and it resulted in 83 sales (.65%).

Facebook Analytics Funnels

Finally, the 709 “love” reactions resulted in 7 sales (.99%). Somewhat more significant than “wow” due to sample size. Consistently more valuable than “like.”

Facebook Analytics Funnels

Facebook Analytics Funnels: Post Comments

Now that we have an understanding of the impact of post reactions on website actions, let’s take a look at some other options for the top of our funnel. First, let’s look at how often a post comment results in a page view, registration, and purchase.

There were about 2,000 people who commented on one of my page posts. About 58% of them would then view a page on my website. You may recall that the “love” reaction resulted in a view 61% of the time.

Facebook Analytics Funnels

A post comment resulted in a registration 7.81% of the time. This is consistent with the value of a post like (7.63%).

Facebook Analytics Funnels

Finally, 1.07% of post comments resulted in a purchase. This is the most significant result of a comment as it surpasses both the “like” and “love.”

Facebook Analytics Funnels

Facebook Analytics Funnels: Post Shares

There were about 2,000 people who shared one of my blog posts. Let’s take a look at the likelihood of these people to view a page, register, or purchase…

  • Page View: 50.08%
  • Register: 8.71%
  • Purchase: .55%

Facebook Analytics Funnels

I find this surprising. While a post share is valuable because it results in more people seeing it, this action doesn’t make the person sharing the post any more likely to ultimately view a page, register, or purchase.

Of the three, only the registration happens at a higher rate than post comments. Meanwhile, the post “love” outperforms shares in all phases.

Facebook Analytics Funnels: Messages Sent

One more, okay? I’m curious if those who send me a private message are more likely to perform these actions. There were a total of about 4,000 people to do so.

Here’s how they break down:

  • Page View: 62.17%
  • Register: 5.98%
  • Purchase: 1.31%

Here, those who send me messages are very likely to view a page of my website and purchase, at least compared to all other actions. For whatever reason, they aren’t more likely to register.

Facebook Analytics Funnels

It’s possible that this is at least partially attributable to staff being likely to refer people messaging us to either a blog post or a product.

Now What?

We could do this all day, right? So, what can we do with this information?

Well, here’s a breakdown of the top performers by website action…

Page View:

  1. Messages Sent (62.17%)
  2. LOVE (61.07%)
  3. Post Comments (58.44%)

Registration:

  1. LOVE (9.59%)
  2. Post Shares (8.71%)
  3. Post Comments (7.81%)

Purchase:

  1. Messages Sent (1.31%)
  2. Post Comments (1.07%)
  3. LOVE (.99%)

Based on this data, it would appear the most valuable Facebook actions for me would be messages sent, post comments, and the “love” reaction. It provides perspective on the value of the activity I’m getting on my Facebook page. I should value messages sent, post comments, and “love” over others.

We could actually take it a step further and start assigning a value to each action. I know that there have been more than 3,700 total comments on a post during the evaluated time period, leading to 82 purchases for $13,200. We could then roughly value a post comment at $3.56.

Facebook Analytics Funnels

These examples are just scratching the surface. I encourage you to build your own funnels. If you have the volume, you can even filter post comments, shares, and reactions by the actual post…

Facebook Analytics Funnels

Metric Benchmarks

I know what one of the first questions I’m going to get on this: “What benchmarks should I use for my funnels?”

Be careful here. There is a long list of factors that contribute to the numbers I’m getting here. Type of content I share, quality of audience, advertising, level of focus on conversions, email funnels, industry, audience overlap between Facebook and my website, and a whole lot more.

My numbers are neither good nor bad. They are simply my numbers and should be taken in context with everything I’m doing. You should do the same with your own numbers.

Your Turn

What was intended to be a simple blog post became complicated in a hurry. The bottom line is that you can uncover some valuable information within Facebook Analytics Funnels. You just have to be willing to dig!

What types of funnels are you creating within Facebook Analytics? What surprising results are you finding?

Let me know in the comments below!

The post Facebook Analytics Funnels: Value of Reactions and Page Actions appeared first on Jon Loomer Digital.

Facebook Analytics Funnels: Value of Reactions and Page Actions
Source: Great Facebook Feeds From Around The Web

Facebook Analytics, the Pixel, and Events

Facebook Analytics is a terrific tool that not enough marketers are using. Andrew Foxwell documented a few of the benefits recently. But, how do you get the most out of it?

In this post, I’m going to provide a few examples of some powerful Facebook Analytics reports and how it all comes back to the Facebook pixel and Events. Ultimately, I’ll help you understand how to get those Events set up so that you can start getting the most out of Facebook Analytics today.

Let’s dive in…

Examples of Facebook Analytics Reports

Andrew provided a couple of examples in his post of reports that you can create with Facebook Analytics. Let’s detail a few more ways you can use it.

Here’s an example of a funnel from a Facebook post comment all the way through a website purchase…

Facebook Analytics

Maybe you want to know how much a typical visitor is worth. Well, here’s a look at Customer Lifetime Value over time…

Facebook Analytics Customer Lifetime Value

You could also look at a breakdown of age, gender, and country by purchase value…

Facebook Analytics Breakdown

Go ahead and create a cohort of those who registered and then eventually purchased a product…

Facebook Analytics Cohort

Not sure how long people stick around? Here’s a look at user retention following the initial interaction…

Facebook Analytics User Retention

Who are your best customers? Well, run a breakdown of the demographics of those who make a purchase to view info based on age, gender, country, city, language, and more…

Facebook Analytics Demographics

Here’s a comparison of the stickiness between those who registered for something and those who made a purchase…

Facebook Analytics Stickiness

Amazed yet? Well, this is just a sampling. You can add limitless segments and variables to find every possible needle in the haystack.

Facebook Analytics, The Pixel, and Events

At this point, you might be thinking… “Wow. Amazing. But creepy. How in the world does Facebook know all of this?”

I have one word for you: Events.

When people think of Facebook Events, they usually do so in connection with Facebook ads. Events are snippets of code (added outside of the Facebook pixel) that help Facebook identify when a specific “event” occurs.

For example, you create a “Purchase” Event. That code is added to the confirmation page signifying a purchase has completed. That page loads. Facebook knows that a purchase happened.

Events that you can create:

  • Purchase
  • Generate Lead
  • Complete Registration
  • Add Payment Info
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Search
  • View Content

In each case, you can add parameters (conversion value, currency, content ID, etc.) to provide more details. For example, the purchase was for Product X and the value is $100.

Typically, you’ve added the Facebook pixel and Events for your advertising. This allows Facebook to track how many conversions occurred (was the campaign effective?). It also allows Facebook to optimize for a particular conversion.

But we haven’t been able to use this for organic activity. Paid engagement may make up a small percentage of your traffic, registrations, and purchases. Facebook Analytics, of course, doesn’t care whether the activity was paid or organic.

Making more sense? Yeah, you need to take advantage of Events.

Set Up Facebook Events

Hopefully, you now see how important it is that you add Events to utilize the powerful data within Facebook Analytics. Let’s do that!

If you haven’t installed the Facebook pixel on your website yet, there are numerous ways to do it (click that link for a few). At the moment, I use the Pixel Caffeine WordPress plugin (it’s free). Do whatever is best for you.

Just installing the pixel, though, isn’t enough — at least if you want to take advantage of Facebook Analytics. As mentioned above, you also need to be sure to use Events.

To utilize Events, you’ll need to inject code (in addition to the base Facebook pixel code that should already be on your website). As a result, when someone loads a page with an Event code on it, Facebook can report that the Event has occurred.

While viewing your pixel, click the “Set Up” button at the far right.

Facebook Pixel Set Up

If you use an integration or tag manager (Google Tag Manager, Shopify, WooCommerce, etc.), great. Click that option for instructions on how to get everything set up.

Facebook Pixel

But otherwise, click to “manually install the code yourself.” In the second step, Facebook provides information for adding your Event code.

Facebook Pixel Events

Example: Set Up Purchase Event

We could go through every Event, but it’s not necessary. If you understand how to set this up for one, you’ll understand it for them all. Let’s start with a purchase.

Click the option for “Purchase.”

Facebook Pixel Events

The nice thing is that as you add info for parameters, Facebook spits out the code you’ll need to use. Above is what I’d need for the purchase Event for my Facebook Analytics training program.

Then Facebook provides details on where specifically to add that code (after the opening BODY tag)…

Facebook Pixel Events

You can also test it after adding the tag to make sure it’s working.

Inline Events

Are there examples where users aren’t redirected to a confirmation page? In that case, you’ll need to generate an inline Event. These Events execute when a button is pushed.

At the top of Event creation, you’ll see the option for “Track Event on Inline Action.”

Facebook Pixel Events

You will then be shown the inline code to use…

Facebook Pixel Events

Integration and Tag Managers

The instructions above are for doing all of this manually. But adding Events may actually be much easier — if not automated — depending on your integration or tag manager (assuming you use one).

As I mentioned earlier, I use the Pixel Caffeine WordPress plugin. Creating Events with this plugin is very easy.

Under Conversions/Events, fill out the area to “Add New Tracking.”

Facebook Pixel Events

You won’t need to add any code. Just tell the plugin what Event to create and you provide the parameters. Click “Pass Advanced Data” to send even more details to Facebook…

Facebook Pixel Events

And that’s it! Event created.

If you use any of these other integration methods, click for those details.

Your Turn

How are you using Facebook Analytics? What reports are you creating?

Let me know in the comments below!

If you want to learn even more and if you have questions about how to max out your Facebook Analytics firepower, join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

The post Facebook Analytics, the Pixel, and Events appeared first on Jon Loomer Digital.

Facebook Analytics, the Pixel, and Events
Source: Great Facebook Feeds From Around The Web

3 Benefits of Facebook Analytics

There’s one thing you can always count on with Facebook: new features.

Well, make that two things: new features PLUS an occasional sense of dread and insecurity in how to successfully use and implement them.

There’s always something new being rolled out, always something previously undiscovered, and always something that leaves us asking, “What the heck does this button do?”

With the incredible volume of new products and tools released every month, some folks might have missed the launch of Facebook Analytics. However, it’s a MUST LEARN for all Facebook/Instagram marketers big and small.

Facebook Analytics is a comprehensive tool that allows you to visualize your entire sales funnel, understand the lifetime value of users, and see how your organic and paid strategies intersect.

Even better, it’s a FREE tool that requires only your Facebook page and pixel, and it lives within your Facebook ad account!

Ask any Facebook advertiser or digital marketer what their challenges are and they’ll no doubt mention sales attribution as being one of their most stress-inducing conundrums.

Jon and I often receive questions and complaints from marketing executives at Fortune 100 companies expressing their confusion on how data from Facebook intertwines with Google Analytics and what else they can do to fully understand the complete story.

If you have the Facebook Pixel installed and customized, then you’re already past step one. The next step is to customize your Event Source Group, which we’ll talk about further below.

The final step depends on what you’d like to improve and understand better. Is your online purchase rate low? Are there pages on your website where users drop off more quickly than other pages? Is your check-out or cart process overly complicated? This list goes on and on.

Facebook pitches Analytics as an informative tool intended for advanced advertisers. However, it’s applicable and accessible to marketers big and small, as there are important lessons we can all take away from it.

If you’re advertising on Facebook, Analytics will illuminate loads of ads data. But the particularly helpful part about the Facebook Pixel is that everything is measured, regardless of advertising.

All that said, there are three main components of Facebook Analytics that you must fully understand before you go deep sea data-diving.

Let’s take a closer look…

Want to learn more about Facebook Analytics? Join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

1. Visualizing Your Entire Funnel

Up until this point, visualizing your entire sales funnel on Facebook had been incredibly difficult. Jon’s experiment successfully proved how you can use Facebook ads to bring people creatively through your sales funnel. However, you lacked some important funnel-related details.

Have you been able to fully visualize the exact number of people who commented on a specific Facebook post and then added an item to their checkout cart on your website several days later? Have you been able to see the number of users who downloaded your app, then viewed a page on your site, then bought something a few weeks later?

This complex data is possible with Facebook Analytics.

 

Many advertisers think of Facebook ads and websites as very different and distinct beasts. However, while sometimes problematic, their relationship is indeed symbiotic.

With Facebook Pixel events properly integrated, you can now visualize what happens with your Facebook funnel, including how it relates and integrates into your broader website funnel. The more customized pixel data you have, the better.

The main Facebook pixel events I’d recommend customizing on your site are the following:

  • View content
  • Add to cart
  • Initiate Checkout
  • Purchase
  • Lead

You can find the code for these within the Pixel Installation area in your ads account. With these events customized, you’ll begin to see clearer, more comprehensive data right away.

For example, see the funnel I built below, showing Page Views leading to post comments, all the way to purchases.

These are built within the “funnels” area of Facebook Analytics.

Thanks to this tool, we can visualize how many people commented on a blog post. Then, of those who commented, we see how many viewed a page on your website. And finally, of those people who commented and then viewed your website, how many purchased.

Facebook Analytics Funnel

Consider these questions:

  1. Would a first-time site visitor sign up for your email list? Why or why not?
  2. Would they like the Facebook page first?
  3. Would they comment on a post first?

Once you start considering these stages, the funnels will illuminate themselves much more clearly.

2. Building Event Source Groups

Although “fractured data” sounds like a great 80s hair band, it’s actually a real problem for digital marketers these days. We have different sources telling us different things based on how different tools are measuring different data. It’s not a fun place to be.

One of the main culprits of this ongoing problem is that data isn’t housed in one place. We have Google Analytics telling us one thing and Facebook telling us another. We have pixel-based versus people-based tracking and marketing. All of these factors together create ongoing issues and tensions.

However, one key component where Facebook sets itself apart is the Facebook Pixel. There are many helpful benefits of the Facebook Pixel, but perhaps the most important one to advertisers is the ability to measure people-based actions because we are all logged into multiple devices on Facebook and Instagram. Extending this storyline even further is where Event Source Groups come into play.

In order to take advantage of Facebook Analytics’ richest features, you will need to connect multiple assets into an Event Source Group. An Event Source Group (ESG) is a tool within Facebook Business Manager accessible within the Business Manager Settings.

Event Source Group

Once selected, it allows you to group together your Pixel, Page, Offline Event Set, or App for more complete data unification.

Event Source Group

Once that is built, you can actually enter your ESG name into Analytics to begin building charts, graphs and whatever else you’d like to see.

With an ESG, you are finally connecting all the dots. Facebook likes to call this “omni-channel analytics” which helps to show a comprehensive view of the entire customer journey.

Even for the most complex businesses with multiple pages and multiple pixels where you’ll want to understand where overlap may occur, Analytics offers us the ability to bring multiple pages, pixels, and apps together.

3. Visual Aids to Illuminate and Illustrate Data

It’s an understatement to say the amount of data that you can visualize within Facebook Analytics is overwhelming. Facebook has given us an incredible amount of choice as it relates to how we want our data presented.

Do you like bar charts, graphs, or tables? Do you want to compare and contrast a specific segment of your users, or all your users? With Facebook Analytics, the choice is ultimately yours.

For example, here’s a look into a Lifetime Value Graph showing when the most valuable customers came in, along with what the value of a user looks like over time.

I actually just used this the other day to prove to a client their customer value increases after two months, because that’s when they really start to understand the power of the brand.

For every single data point you have, you can customize how you want it presented. Then, once you’ve decided on your visual aids, you can start to add them to your own Facebook Analytics dashboards.

The dashboards allow you to have dynamic, up-to-the-second data that you can share with clients, internal partners, team members, or just have on hand for your own research.

Your Turn

Those are just three of the fantastic NEW features of Facebook Analytics.

If you want to learn even more and if you have questions about how to max out your Facebook Analytics firepower, join us on December 5 and 7 for our upcoming master class on Facebook Analytics!

The post 3 Benefits of Facebook Analytics appeared first on Jon Loomer Digital.

3 Benefits of Facebook Analytics
Source: Great Facebook Feeds From Around The Web

Facebook Domain Verification: Edit Link Previews

Back in September, I provided three tips on how you could continue to edit link previews when creating a Facebook post. This functionality had otherwise been taken away in an effort to combat fake news.

One of the methods I shared with you was claiming link ownership…

Facebook Link Ownership

At the time, I was frustrated that I didn’t have the ability to claim link ownership. Later I’d find that the path to claim link ownership simply moved.

Let’s take a closer look at how you can once again edit your link previews by using Facebook domain verification.

Editing Link Previews: The Problem

Quick refresher…

Up until late this past summer, Facebook page publishers could edit link thumbnails, titles, and descriptions. But the ability to make those edits was then taken away.

Facebook Link Preview - Publisher

Facebook made this change to prevent bad actors from changing the image thumbnail, title, or description to mislead the reader. Some were taking posts from reputable websites and altering the information to make people think the articles said something they didn’t.

Facebook’s motivation to pull this back was understandable. But what about reputable publishers that simply wanted to make slight adjustments? Maybe the thumbnail image was the wrong dimensions. Maybe there was a typo in the description. Or the description was too long.

Most importantly, what if the publisher owned the content in question?

Domain Verification

Facebook created Domain Verification to allow content owners to overwrite post metadata when publishing content on Facebook.

Within Business Manager under People and Assets, you should now see “Domains” on the left side…

Facebook Domain Verification

Click the button to Add New Domains…

Facebook Domain Verification

Enter your domain, and click the button to “Add Domain.”

Facebook Domain Verification

To verify your domain, you’ll need to either add a DNS TXT record or upload an HTML file. If you don’t manage your website, that may sound like Greek. I honestly don’t truly understand it myself. But Facebook provides the specific steps that should help.

For DNS verification…

Facebook Domain Verification

The instructions are above. You’ll want to paste the TXT record that Facebook provides (yours will be different) in your DNS configuration. Then come back to that screen in Business Manager and click the “Verify” button.

You could also use the HTML upload route.

Facebook Domain Verification

In this case, click the link to download the HTML file that Facebook provides. Then upload that file to the root directory of your website prior to clicking “Verify.”

In my case, this process took only a matter of minutes. I sent the DNS TXT info to my tech person who was able to add that record easily without questions asked. I then verified and was good to go.

Assign Pages

You can assign related pages that have been added to your Business Manager to a verified domain so that they, too, can have editing privileges.

Click the “Assign Pages” button within Domain Verification and select the page that you want to be added.

Facebook Domain Verification

If the page isn’t listed, it first needs to be added to your Business Manager. You’ll do that by selecting “Pages” under People and Assets in your Business Manager and clicking to add a page.

Facebook Domain Verification

Edit Link Previews

Once your domain is verified and the associated page is connected, you can freely edit link previews!

Facebook Domain Verification

You can edit link thumbnail, title, and description. While the thumbnail will look funny while creating the post, it publishes properly…

Facebook Domain Verification

Your Turn

Have you been struggling to edit link preview details? Does this help?

Let me know in the comments below!

The post Facebook Domain Verification: Edit Link Previews appeared first on Jon Loomer Digital.

Facebook Domain Verification: Edit Link Previews
Source: Great Facebook Feeds From Around The Web

New Feature: Facebook Creative Split Testing

Creative split testing of Facebook ads just became a whole lot easier with the update of Facebook’s built-in split testing feature.

Don’t confuse this update with the dynamic creative feature (which is also amazing). Facebook creative split testing is a great way to run tests to determine your best performing ad without audience overlap.

Let’s take a closer look…

Facebook Split Testing

I first told you about Facebook’s built-in split testing feature nearly a year ago.

To use the split testing feature, you’ll need to use one of the following objectives:

  • Reach
  • Traffic
  • App Installs
  • Video Views
  • Lead Generation
  • Conversions
  • Catalog Sales

While setting up a campaign, you’ll notice a checkbox for “Create Split Test” under the objective.

Facebook Split Testing

At the ad set level, you would then select the variable you want to test…

Facebook Split Testing

Until now, you could split test delivery optimization (Conversions vs. Link Clicks, for example), Audience (Website Custom Audience vs. Page Connections, for example), and then later, placement.

Facebook Ad Split Testing

One of the primary benefits of Facebook’s built-in split testing tool is the lack of audience overlap. Facebook will randomly determine who is tested against each variation. No exclusions necessary.

Prior Creative Split Testing Options

While Facebook’s built-in split testing tool is great, it didn’t previously address creative. So, if you wanted to split test creative, it was difficult to make it a true A/B test without overlap.

In the past, you would have done one of two things:

1. Create two or more separate ads within the same ad set. By doing this, Facebook optimizes to provide the most impressions to the highest performing ad. The same audience will be served ads from the same pool of creative, but some will see only one variation while other users may see multiple.

2. Create multiple ad sets with a single ad variation within each. As long as you were careful with necessary exclusions, you could prevent overlap, but it takes more time.

Additionally, it’s a bad test by comparing results from two potentially very different audiences as opposed to randomly selecting people from the same audience. Are the better results due to the creative or the audience you are targeting? It wasn’t always clear.

How to Use Creative Split Testing

Thankfully, Facebook addresses these concerns with the new creative split testing feature.

Now, when selecting the variable you want to test, you’ll see the option of Creative.

Facebook Split Testing

Set up your audience and placements as you normally would.

Your split test will need to run for between three and 14 days. This is required so that Facebook can get the sample size necessary to determine a winner.

Facebook Split Testing

However, there is an option to end the split test early once a winner has been found…

Facebook Split Testing

On the right side of the ad set, Facebook shows you how your split test is being organized.

Facebook Split Testing

Even though you’re putting in the work of creating a single ad set, Facebook is generating an ad set for each ad. Each ad set will have identical settings for audience, placement, and delivery.

REMINDER: While the audience is the same, there will be no overlap. Each user will only see one creative variation, and users are selected randomly.

You can create up to five ad variations. On the left, you’ll see Ad A through E (if applicable).

Facebook Split Testing

Create your ads as you normally would with image, link, headline, text, link description, CTA button, and more. When you click the “Test Another Ad” button, Facebook will copy the prior ad for easy editing.

Your Turn

This is a great new option for advertisers to help uncover the highest performing creative. By using this feature and (separately) the dynamic creative feature, advertisers are much better equipped to serve high performing creative.

Have you tried out the creative split testing feature? What do you think?

Let me know in the comments below!

The post New Feature: Facebook Creative Split Testing appeared first on Jon Loomer Digital.

New Feature: Facebook Creative Split Testing
Source: Great Facebook Feeds From Around The Web