Introduction
Delacon's Facebook integration allows Delacon to push calls to the targeted data source in Facebook Event Manager (https://www.facebook.com/events_manager2) for remarketing and Ad measurement purposes. Facebook will match the conversion via the hashed phone number and Facebook click/browser ID for calls with online sessions.
- Benefits
By using the Call conversion data source, Facebook Event Manager can create ads, target audiences and setup custom conversions based on call tracking data. It is a smart and preferable option to group Facebook's potential customers and can reduce costs on ads. Additionally, it can be a useful measurement for Ads and improve campaign effectiveness.
- Call Tracking UTM parameters extraction
Facebook does not allow any business to track their users or provide associate Ad information and Delacon is not able to extract any Ad or campaign performance reporting from the Facebook API. However, UTM parameters can be used on ads which allows Delacon to extract Ad information from the landing page. Delacon will put all campaign, search type and source/medium information in the Delacon Call log, adding another source of truth to measure a campaign.
- Call attributes
Delacon can push call management attributes to Facebook or set up a criterion on call pushing. Call Management attributes can be conditions or filters on custom conversions. Call pushing allows calls with a specific intent to be linked to a data source as an activity.
It contains:
- call duration,
- service name,
- service category,
- call result,
- DTMF (IVR option)
- DTMF description (IVR description).
Those attributes can be applied for creating a custom conversion and segmenting calls.
- Event Name
By default, Delacon's integration will create a Contact event. If you wish to use a customised event name, please let us know and we can set this up for you.
Setup
1. Create a dataset in Meta Ads
For more information about datasets in Meta Ads, please review Meta's guide here: https://en-gb.facebook.com/business/help/750785952855662?id=490360542427371
In most cases, your dataset ID will be the same as your existing pixel ID if an existing pixel is linked to your dataset.
If you have not installed the Meta Pixel yet, please follow relevant Meta guides to do so.
2. Provide Delacon with Business Partner Access and assign access to the Pixel
Delacon needs full control of the Facebook data source so that events or conversions can be uploaded. This is done by adding Delacon as a Facebook Business Partner.
- Facebook Business Partner
Delacon is a Business Manager in Facebook and has system user profiles that can push conversions from the Delacon system to the targeted Facebook data sources automatically.
Business Manager ID: 139570908491948
To allow Delacon as a Business Manager
Step 1: Log into the Business Settings and find the Partners section under Users
Step 2: Click the Add button and select “Give a partner access to your assets” option
Step 3: Copy and paste the Delacon Business Manager ID into the field.
Step 4: Select the Pixel ID you have created and select Full Control (Manage Pixel)
Step 5: Click on Save Changes
More info: https://www.facebook.com/business/help/1717412048538897
3. Share the setup details with Delacon
Send an email to support@delaconcorp.com and share with them:
- The Pixel ID and Pixel name
- The Delacon services you want to integrate with Facebook.
Delacon Support will then complete the integration.
4. Facebook Conversion Configuration and Setup
By default, the call events will show under the Contacts conversion.
To view this data:
1. Head to Ads Manager.
2. Choose whether you want to look at a campaign, ad set, or specific ad.
3. Click on the Columns dropdown.
4. Select Customise Columns.
5.Tick the boxes for Contact conversions.
6. Hit Apply to see those metrics in your dashboard.
Below setups are optional based on your reporting needs.
Custom conversion setup
Creating a custom conversion for offline events: https://www.facebook.com/business/help/182135238967018
Targeting audience
Creating a custom audience from website events: https://www.facebook.com/business/help/666509013483225
Create campaign and Ads
Creating a campaign with the Reach objective: https://www.facebook.com/business/help/906073466193087
Insights
Delacon Portal
Once UTM parameters are applied in the Facebook Ads, Delacon can capture the UTM parameters (such as utm_source, utm_campaign, etc) when a call is made from your website. In the Delacon portal and call log, you will be able to view reports such as campaign or source/medium report through time, channel comparison between SEM, social and display/video, best or worst performance campaign with call volume, etc.
Facebook Insights
FAQ
Yes, instead of uploading all calls, you can customise the calls that are uploaded to Facebook based on the call attributes, such as call duration, IVR option. Available conversion criteria are below:
Conversion Criteria |
Parameter |
|---|---|
|
Has Facebook Click ID (From Facebook Ads) - The Facebook click ID value is stored in the browser cookie and does not come from the URL |
fbc |
|
Has Facebook browser ID (From Website) - The Facebook browser ID value is stored in the browser cookie |
fbp |
IVR selection by IVR option (digit) |
PLA_dtmf.indexOf ("1")==0 |
IVR selection by IVR description |
PLA_dtmfDesc.indexOf ("Sales") >=0 PLA_dtmfDesc=="Sales" PLA_dtmfDesc.match(/sales_new customer/) |
Call Duration greater than |
PLA_duration > 30 |
PLA_crmVariable_X.indexOf |
PLA_crmVariable_1.indexOf("motor") == 0 |
PLA_convValue |
PLA_convValue > 0 |
2. When are calls uploaded to Meta Ads?
Calls are uploaded hourly and Meta might take another few hours to process and display the data.
Appendix
Click Tracker: Facebook Ads managed by Campaign Manager 360: https://support.google.com/campaignmanager/answer/2838287
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