Facebook Ads

Learn how to setup Facebook Ads for perfect interoperability with the Converge attribution dashboard.

Table of contents

1. Set up UTM Metrics
   1. Step-by-step
2. Set up NewCustomerPurchase Metrics
   1. Intro
   2. Set up New Customer Purchase as custom conversion

1. Set up UTM Metrics

You will to add the following parameters to the URL of every ad you are running (including new ones you will set up in the future). This will make sure your UTMs are correctly tracked for both Converge and GA4.

utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&cvg_source={{site_source_name}}&cvg_adid={{ad.id}}&cvg_cid={{campaign.id}}

a) Step-by-step

1. Move to the ad for which you will set up tracking. Click on Edit.

2. In this section, there’s a field URL parameters where you can paste the above snippet.

3. Done 🎉

📌 If you already have some tracking set up that you want to keep, you can safely append this snippet by using another &.

For example, you could have the following UTM parameters set up: utm_source=facebook&utm_medium=paid,

to add the Converge parameters, change this to: utm_source=facebook&utm_medium=paid&cvg_source={{site_source_name}}&cvg_adid={{ad.id}}&cvg_cid={{campaign.id}}

📌 You need to do this for every ad you run, but you can also bulk edit all your ads at once.

❗ Warning: changing the URL parameters will put the ad back into a processing state which may last up to an hour. In rare cases, the social proof of the ad could be reset and the ad be sent back into the learning phase.

2. Set up New Customer Purchase Metrics

This section describes how to set up the NewCustomerPurchase conversion in your Facebook Ads Manager.

a) Intro

After this section, you will be able to see New Customer metrics such as New Customer ROAS (NC-ROAS), Cost per New Customer Purchase, etc. right in your Facebook Ads Manager.

b) Set up New Customer Purchase as a custom conversion

1. Go to your Meta Events Manager and click on Custom Conversions > Create custom conversion.

2. Fill in New Customer Purchase in the Name-field, and pick NewCustomerPurchase in the Event-field.  

   

   📌 If you do not see the NewCustomerPurchase-event, go to the Facebook Events Manager overview and verify this NewCustomerPurchase-event before continuing.

3. In the Choose a standard event for optimization-field, choose Purchase.  

   

4. In Rules, choose URL, doesn’t contain and fill in doesnotexist in the form field. Press “enter” after you fill in until you see your input become light grey. After that press Create.  

   

5. Now the Custom Conversion is created, we need to share it with our Ad Account. Click on the dropdown on the right for the new conversion you just created. After, click Share.  

   

6. Click Share with an Ad Account.  

   

7. Mark all the ad accounts you want to use this new Custom Conversion in.  

   

8. Click on Share Custom Conversion.  

   

9. The custom conversion is now created, time to show it in your Facebook Ads Manager. Navigate to Facebook Ads Manager and click on Columns > Customize Columns.  

   

10. Under Custom Conversions you will find your NewCustomerPurchase, choose Total and Cost to show total conversions and cost per New Customer Purchase.  

    

11. To add NC-ROAS, we need to create a custom metric, click on Create custom metric.  

    

12. Call your custom metric NC-ROAS and for Formula choose: NewCustomerPurchase Conversion Value ÷ Amount spent. Click on Create metric. Be sure to mark Everyone with access to this Business if you want to share the metric.  

    

13. Also include NC-ROAS in your Customize columns if you want it to show up there.  

    

14. Done 🎉  

    📌 Initially, it will seem like no New Customer Purchase data is showing up in the Ads Manager because Meta does not support attributing custom conversions from the past.