Ivanna Holubovska
AuthorLanding page builders like ClickFunnels were created to allow users to see everything their customers do along the conversion funnel. Such tools provide detailed insights into how your customers interact and what works best for them along each stage of their journey until they finally purchase from you.
ClickFunnels was created so their clients are never left guessing about which marketing campaigns or offers will bring users closer to a purchase.
If you're advertising on Facebook or using any other source of paid traffic on ClickFunnels landers, tracking and reporting conversions during each stage of the funnel — down to dollars and cents—is a must-have to make your campaigns profitable and go the highest ROAS.
How can you ensure that Facebook receives enough data so its algorithms work better toward ad optimization? Well, this is not an easy task considering recent tracking restrictions. But what can definitely help to improve ClickFunnels tracking accuracy is server-side tracking. If we focus on FB, it's implementing Facebook conversion API.
In this article, I will show the stape team approach to setting up Facebook conversion API for ClickFunnels.
ClickFunnels offers a fantastic website builder, but I was surprised that it doesn't have a complete Facebook Conversion API built-in integration.
ClickFunnels Facebook CAPI integration does not offer all of the best practices that Facebook recommends. Here are some most essential drawbacks:
FB documentation says deduplication is necessary if you share the same events from the browser and server. If redundant browser and server events aren’t deduplicated, you will see two conversions in your FB events and Ads manager, which leads to inaccurate reporting.
In most cases, Facebook deduplication uses two parameters to identify redundant events: the event name (for example, PageView, Lead, Purchase, etc.) and the event ID. Events are considered redundant when web and server events have identical event names and event IDs.
Two other parameters may be helpful for event deduplication fbp and/or External ID.
The best and easiest way to ensure you've set up deduplication correctly is using the Facebook event testing tool. Test events should appear in the FB Test Events tool within 30 seconds when configured correctly.
With ClickFunnels native integration, the event match quality score you will get will be less than 5. The highest event match quality score you can get on Facebook is 10. So is 5 out of 10 good or bad? Well, it depends on the event.
As you may have guessed from their name, an event match quality score measures how accurately FB matches events on your site to actual FB user profiles. Quality score depends on three main factors: the number of user parameters you send for every event (such as first name, last name, email, phone, etc.), the number of events that include user data, and the quality of the user parameters.
Say you report two events to Facebook: page view and purchase. When a user visits your site, there is little information about the user. It can be some technical data like the user's IP or browser. On the other side, when a user purchases on your site, most likely they add billing details like the first name, last name, email, city, etc.
So having a match quality 5 on a page view event is good since no additional information can be sent unless the user is logged in or you use Firestore (or any other database) to enrich user data. At the same time, an event match quality of 5 might be considered low for a purchase event since you have additional user data that might be shared with FB.
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