Conversion in this case is a measurable action that a person takes on your website or app. Most commonly tracked conversions are:
- Signing up
- Checking out
- Adding an item to cart
- Viewing a particular page
Virtually any page on your website or click on any button can represent a conversion.
Conversions on websites are tracked by conversion tracking codes, also known as tracking Pixels, placed on any page of your website. Similarly, there are plug-in SDKs for tracking actions of mobile app users.
Conversion tracking reports on the actions that people take after being served your Facebook ads. This helps your business measure the return on investment (ROI) of your ads. You can create Pixels that track conversions, add them to the pages of your website where the conversions will happen, and then track these conversions back to ads you are running on Facebook.
Conversion tracking also helps you leverage Facebook optimization goals in bidding to show ads to people who are more likely to convert off Facebook.
Meta Pixel Helper
The Meta Pixel Helper can help you validate your Pixels if you have any problems with the implementation or you want to confirm that your Pixels work as intended. The Meta Pixel Helper can be used for validating both conversion Pixels and Website Custom Audience Pixels.
Facebook App Ads Helper
The Facebook App Ads Helper checks which platforms your mobile app is set up for, whether anyone has installed your app, and whether you've had any installs (paid or organic) in the last 7 days.
Select an app to get started with the App Ads Helper.
If the same user causes a Pixel/app event fire multiple times, does that count as multiple conversions?
Yes. However, Facebook dedupes events that happen within 3 seconds from each other.
Example: Jane clicks from an ad to a website. She...
- triggers an AddToCart event
- then triggers another AddToCart event 2 seconds after that
- then triggers another AddToCart event 5 hours after that This counts as 2 AddToCart conversions for the campaign/ad set/ad