A Complete Guide to Meta Event Manager Growth

Have you ever wondered what people do on your website after seeing your Facebook ads? I bet you have! Whenever I start a new ad campaign, I check the analytics page constantly to see what visitors are doing. If you work with Facebook ads, you often use Meta Events Manager. It’s a valuable tool for creating, managing, and tracking how well your adverts perform online and offline. In this post, you’ll discover how to utilize Meta Event Manager to create events, boost your advertising efforts, and increase conversions.

What is a Meta Event Manager?

Meta Event Manager, also called Facebook Events Manager, is a tool that helps businesses track how people interact with them on Facebook and other places. It gathers information from different sources, such as websites (using the Facebook Pixel), Meta’s apps, and even offline activities. 

This tool lets you see people’s actions, which helps you better understand their behavior. With this data, you can create ads that reach the right people and fix problems with tools like the Meta Pixel and Conversions API.

What are Meta Events?

Events, in this case, are actions that people take on your app, website, ads, or Facebook pages that can be tracked. Installing Facebook (Meta) Pixels on websites helps track these actions.

There are two types of events: Standard and Custom conversions.

• Standard events are everyday actions, such as when someone views a page, signs up, adds something to their cart, or starts checking out.
• Custom conversions are events you set up for a specific reason. For example, you can add extra code to track when someone fills out an email form on a page.

Even though they might seem different, we’ll now show you how these all work together.

How is Meta Event Manager critical for Facebook Ads?

If you are an advertiser or marketer, you want to know how effective your Facebook advertisements and marketing are. You’ll need a mechanism to keep track of everything to do this. Meta Event Manager is your control center, where all your tracking pixels send information.

From your dashboard, you can:

• Create, manage, and edit Facebook (Meta) Pixels.
• Create, manage, and edit tracking events.
• You can see data from different sources, like your website and mobile app, all in one place. For example, your website might gather new prospects while your app gets new customers.
• Use this data to make custom or lookalike audiences for retargeting ads or new product launches.
• Allow an agency or freelancer to have limited access to your account.

Manage events for several accounts, ideal for agencies or freelancers with various clients.

Benefits of using Meta Event Manager

Meta Event Manager is a great marketing tool that helps you gather information about your audience without overwhelming them. It can make your ad campaigns more focused when used correctly, leading to better results.

1. All-in-one management 

There are many ways to gather audience data, but Meta Event Manager stands out. It works with Meta’s tracking tools like Pixels and APIs, which both online businesses and physical stores can use. Instead of looking at different software for your data, Meta Event Manager brings it all together so you can quickly see how your campaigns are doing.

2. Better campaign performance 

The new “Datasets” function lets you collect data from Facebook, web pages, and offline sites. You can also track data from your store’s point-of-sale (POS) system. This allows you to generate better-suited campaigns for advertising by combining data from many sources, such as apps and websites.

You can even connect to third-party sites, like Amazon, Etsy, or Shopify, using the “Partner Integration” option. This lets you track user activity on those sites, which was only possible once you owned the domain.

3. Increased Customer Understanding and Engagement

When you examine performance data from different sources, it becomes more accurate. This precise information helps create better and more successful ad campaigns. Have you ever noticed how Spotify knows exactly what songs you want to hear? It tracks your activity and personalizes the music to match your taste.

4. Audience Optimization

The more targeted your audience, the more effective your advertising efforts will be. This means you earn greater profits on ad spend (ROAS). 

By targeting the right individuals, your adverts reach those most likely to convert, costing your business cash by avoiding non-converters. Your advertising spend is more efficient when you target the correct audience with the proper message.

How to use Meta Event Manager?

Here’s an easy way to set up Meta Event Manager:

Step 1: Set Up Facebook Pixel 

First, if you haven’t already set up the Facebook Pixel for your website, follow these steps:

• Go to Business Manager and open the Business Settings.
• Under the “Data Sources” menu, select “Pixels.”

Click the blue “Add” button to create a new pixel, then follow the instructions. Remember, you’ll need access to your website’s backend to install the pixel code and track your site’s activities.

Step 2: Configure the Conversions API 

While the Facebook Pixel works well for tracking conversions on your site, it may miss some if your site doesn’t load correctly. To make sure you’re tracking almost all conversions, you can set up the Conversions API. This sends data directly from your website’s server to Facebook.

Here’s how to do it:

• Open Events Manager and click “Add Events.”
• Select “Using the Conversions API.”
• You can choose whether to use a partner integration or set it up manually. Follow the instructions for whichever option you choose.

Once set up, you can go to the Event Matching tab in Meta Event Manager to see how healthy conversions are being tracked. If the quality score is six or higher, you’re successfully matching actions from your website with Facebook accounts, which can help improve your ads.

Step 3: Verify Your Domain

First, verify your domain to use the Aggregated Events Measurement tool easily. Go to Business Settings and open the Brand Safety menu. Then, click “Domains” and press the blue “Add” button.

Next, type in your business’s website domain and click “Add” again. You’ll see some verification options—just pick one and follow the steps to complete it. Once your domain is verified, you’ll see a green “Verified” label at the top of the screen.

Step 4: Create Custom Conversions

Now, let’s create Custom Conversions. After getting data from your pixel, Facebook automatically groups your web conversions into standard categories. But to track special events, you must set up custom conversions.

Go to Meta Event Manager and choose your business’s pixel from the left-hand menu. Click the green “Create” button and select “Create Custom Conversion.” Set it up by adding URL details, choosing a category, and adding a conversion value if you’d like.

Step 5: Test Events

After setting up conversion events, testing whether they work correctly is essential. In the Events Manager, go to the “Test Events” tab and scroll down to “Test Browser Events.” Choose your URL and click the “Open Website” button to perform a test conversion.

If your pixel isn’t working right, you can find and fix problems by clicking the “Diagnostics” tab. If there are any issues, follow the steps shown to solve them.

Step 6: Prioritize Events

At this point, Facebook should track standard or custom events (or both) on your website. Now, you need to decide how to prioritize these events. Because of Apple’s privacy rules, Facebook’s “Aggregated Event Measurement” lets you choose up to eight conversion events for each domain.

But you can’t always pick eight different events. If you want to use value optimization to improve your Return on Ad Spend (ROAS), this will count as a “value set.” A value set takes up four out of the eight available spots, so you’ll need to be extra careful when picking the other four.

So, how should you choose which events to include first? Put the most important events at the top and the least important at the bottom. For example, “Purchase” events usually go at the top, while steps leading to a purchase—like “Add to Cart” or “Initiate Checkout”—go lower. Events like “View Content” often come last.

Go to the “Aggregated Event Measurement” tab in Meta Event Manager and click the blue “Configure Web Events” button. Pick your domain and click “Manage Events.” Then, click the green “Add Event” button to set up each event individually.

Step 7: Update Event Prioritization

You don’t have to keep your event settings the same forever; you can change them after the first setup. However, Meta Event Manager only lets you make changes every 72 hours. So, if you need to update something, do it at least 72 hours before starting your campaign. This gives enough time for the updates to take effect.

Why is it essential to update event prioritization? If a person performs multiple actions after seeing your ad, the Ads Manager only tracks the most important one. Since your campaign goals might change, checking your event prioritization is good to ensure you’re tracking the right actions.

For example, you might track actions like “Add to Cart” to create a remarketing audience. Later, you might switch to a campaign that targets people who are already interested and tracks “Purchase” actions.

Conclusion

The Meta Event Manager is a game-changing tool that makes event management more accessible digitally. Using intelligent data and connecting smoothly across different platforms helps create successful digital events that leave a significant impact.

Advanced technologies like AR, VR, and AI, plus strong security, ensure that events are fun, interactive, and safe for everyone involved.