Voluum Documentation

Using Facebook as a Traffic Source

Voluum TRK Case Study Facebook

So you decided to go for the big one. Get visitors from the world's biggest social platform and track them with Voluum? Is it doable? Yes, it is. Is it easy? With this guide - very much so!

The following article will go through all the steps necessary to use Facebook as a custom traffic source in Voluum. It is assumed that you have some knowledge about running a campaign on Facebook, so campaign creation, traffic targeting options, and ad creation will not be discussed. What will be discussed is how to set up tracking in a way that a visitor's journey from your ad to an offer (with a short stop through a tracker) will be complete, and all information regarding visit characteristics and conversions will be sent from and back to Facebook.

Table of Contents

Methods of Tracking

You can track Facebook traffic with two methods of tracking: redirect or direct. Read the Track Events section to learn more about those methods and decide, which one will work for you. This article will describe the redirect method of tracking, but a direct one is set up in the same way on Facebook's side - it just requires different options to be set in Voluum.

Prerequisites

Before you can start, you need to have:

  • An active Voluum account (obviously).

  • An active Facebook account, either a personal one or a business one, and a basic knowledge of how to set up a regular campaign in Facebook.

  • An offer to promote, with an offer link available for a quick reference, and a corresponding offer element in Voluum.

  • A basic knowledge of Voluum. If you are just starting to work with Voluum, we recommend reading our Getting Started guide.

If you have everything ready, we can get started.

Part One: Tracking

The first part of this guide describes setting up tracking, that is recording information about a visitor's journey from an ad to an offer or a landing page. The second part describes reporting information about conversions back to Facebook.

I. Set URL Parameters in Facebook

To get the most data for further analysis in Voluum, we will set everything in a way to pass as much information as possible using Facebook's dynamic tokens, as well as static values. If you do not know how tokens pass information in a request URL, read the How Information is Passed article.

To set Facebook parameters, go to Ads Manager in your Facebook account.

Create a campaign with an ad set and an ad as normal Provide all traffic targeting options, budget details, creatives and other. And now the main part:

  1. Scroll down to the Ads level, to the Links section.

  2. Click the Build a URL parameter button.

    build_url.png
  3. In the Website URL provide the link to your offer.

  4. The section below allows you to set up parameters that will be automatically appended to the offer URL. Facebook proposes 4 types of information that you can pass as a static value or in a dynamic token:

    • Campaign source: Source of your traffic (Facebook, Instagram or other)

    • Campaign medium: Advertising medium (banner, email, Facebook feed or other)

    • Campaign name: Name of your campaign

    • Campaign content: Way to differentiate traffic coming towards the same URL.

    You can pass additional information using the Custom parameters section described in step 5.

    Facebook provides 6 tokens that can be dynamically replaced with a concrete value, derived from your campaign:

    • {{ad.id}}: Identification of your ad.

    • {{adset.id}}: Identification of your ad set.

    • {{campaign.id}}: Identification of your campaign.

    • {{ad.name}}: Name of your ad.

    • {{adset.name}}: Name of your ad set.

    • {{campaign.name}}: Name of your campaign.

    Select an appropriate token next to the information type that you want to pass or provide a static value. Parameters with values are visible in the URL preview section below. In the example below, Campaign source is matched with the {{campaign.id}} token, Campaign medium is matched with the facebook_feed static value, Campaign name is matched with the {{campaign.name}} token, and Campaign content was left empty. 

    Those values, either dynamically replaced for tokens or static ones will be visible in Voluum reports after correctly matching them with Voluum variables.

    Caution

    Voluum Note: Note that tokens that fetch campaign, ad set or ad names (so {{campaign.name}}{{adset.name}} or {{ad.name}} tokens) take the name value accurate at the moment of publishing your campaign. If you change your campaign name, those tokens will still pass the campaign's original name. You will have to publish the campaign with a changed name again to pass the new name in tokens.

  5. (Optional) Provide additional parameters in the Custom parameters section and their corresponding tokens or static values. In the example below, language  was matched with the english static value and the adset.name was matched with the {{adset.name}} token.

  6. Click the Apply button.

    facebook_parameters.png
  7. Copy the URL from the Website URL to any text editing tool for a quick reference.

    copy_url.png

Right now you have defined parameters that Facebook will use to pass selected types of information.

II. Match Facebook Parameters with Voluum Variables

Leave Facebook for now. Look closer at the website URL that you have copied from Facebook. It should look like this:

http://my_offer_link.com/?1utm_source={{campaign.id}}&2utm_medium=facebook_feed&3utm_campaign={{campaign.name}}&4language=english&5adset.name={{adset.name}}

where:

1

utm_source is a parameter name used to pass the {{campaign.id}} token describing Campaign source information.

2

utm_medium is a parameter name used to pass the facebook_feed static value describing Campaign medium information.

3

utm_campaign is a parameter name used to pass the {{campaign.name}} token describing Campaign name information.

4

language is a parameter name used to pass the english static value describing Language information.

5

adset.name is a parameter name used to pass the {{adset.name}} token describing Ad set name information.

Creating a traffic source element in Voluum

Right now the goal is to match those parameter names with Voluum variables. This is a crucial step that assures that Voluum will understand what type of information a given parameter carries. To do that, perform the following steps:

  1. In Voluum, go to the Traffic source tab.

  2. Click the New traffic source button.

    new_TS.png
  3. Click the Create custom button.

    custom_TS.png
  4. Provide the name for a traffic source element and select the Workspace.

  5. Go to the Advanced settings section. This section allows you to match a traffic source's parameters (Facebook's in this case) with Voluum variables. You have 3 columns with text fields for you to fill out:

    • Name: Provide the name of the information type. It will be visible in Voluum reports.

    • Parameter: Provide Facebook's parameter names

    • Placeholder: Provide Facebook's tokens or static values.

    ts_parameters.png

    Each row with NameParameter and Placeholder is matched with Voluum var variable, visible on the right. You can use those variables to group information in your reports or to pass this information further, for example, to an affiliate network platform.

  6. Click the Save button.

Creating a campaign in Voluum

After you have created a traffic source element you can create a campaign in Voluum. This will generate a campaign URL, that will be your actual destination link in Facebook. To create a campaign, perform the following steps:

  1. In the Traffic sources tab click the New campaign button.

  2. In the GENERAL tab provide campaign name, tags or country tags and select the Private Workspace. Read the Creating a Campaign with a Redirect Method - Part 1: General article for more details.

  3. Select the Facebook traffic source that you have just created from the Traffic source drop-down menu.

  4. (Optional) Select the cost model.

  5. Click the Next button to go to the DESTINATION tab.

    campaign.png
  6. Provide campaign destination details. Read the Creating a Campaign with a Redirect Method - Part 2: Destination article for more details.

  7. Click the Save button.

  8. Click the Copy button next to the campaign URL and paste it to any text editing tool.

You have created the campaign in Voluum. You are now ready for the final, and the shortest step of this part of the article.

III. Paste Campaign URL to Facebook

Look at your campaign URL, generated by Voluum. It should look like this:

http://1voluum_dedicated_domain.com/2d8797893-9ad0-471a-8f22-efc7a525cbb0?utm_source={{campaign.id}}&utm_medium=facebook_feed&utm_campaign={{campaign.name}}&language=english&adset.name={{adset.name}}

where:

1

voluum_dedicated_domain.com is a name of the domain you use in Voluum. It can be either your Voluum Dedicated Domain or your Custom Domain. Keep in mind that Facebook does not like domains that have variations of the word "tracking" in its name. Such a domain might be blocked by Facebook.

2

d8797893-9ad0-471a-8f22-efc7a525cbb0 is an ID of your campaign that was assigned by Voluum.

Copy only the domain name and the campaign ID part of this campaign URL to clipboard. In this case it will be:

http://voluum_dedicated_domain.com/d8797893-9ad0-471a-8f22-efc7a525cbb0

Go back to Facebook's Ad Manager, to the Links section. Click the Build a URL parameter button again.

Provide your partial campaign URL in the Website URL text field. Facebook parameters will be added automatically. Click the Apply button.

campaign_url_pasted.png

That is it.

Every click on your ad in Facebook will guide a visitor through Voluum to a destination you have set in the Voluum campaign's DESTINATION tab. You can click the Preview URL button to test your campaign setup and see if you were directed towards your offer or a landing page:

preview_url.png

Voluum will count your test as a visit. You can see this in the Campaigns tab in Voluum:

voluum_test.png

Part Two: Reporting Conversions

At this point you have set up tracking visits and clicks (clicks are tracked only if a landing page is used). When a visitor takes your offer and converts, this information can be passed back to Voluum. Voluum supports two methods of tracking conversions: S2S postback URL or Conversion tracking pixel. Not all affiliate network platform support both methods, but if you want to send information about conversion back to Facebook, you have to use the Conversion Tracking Pixel to get information about a conversion from an affiliate network platform.

Facebook supports only one method of tracking conversions, and that is Facebook Pixel. It is a small script that Facebook provides. In this script there is a target URL link where information about conversion is sent. Voluum can simply send this information to this target URL with its Redirect Pixel feature.

Note

Voluum Info: There is a workaround to report conversions back to Facebook, even if you use S2S postback method to to get information from an affiliate network platform. You still need to get the target URL form the Facebook Pixel. This workaround is described below. However, bear in mind that this workaround will limit you reporting options.

To pass information about conversions back to Facebook, you have to create Facebook Pixel.

I. Creating the Facebook Pixel

To create a Facebook Pixel, perform the following steps:

  1. In the Facebook Ad Manager, in the Links section scroll down and click the Show advanced settings option.

  2. Scroll down to the Conversion Tracking section and click the Set up button next to the Facebook pixel.

    setup_pixel1.png
  3. Provide the name of the pixel in the Pixel name text field and click the Next button.

    setup_pixel2.png
  4. Click the Set up Pixel now option.

    setup_pixel3.png
  5. Select the Manually install the code yourself option.

    setup_pixel4.png
  6. Scroll down to the 2. Copy the entire pixel code and paste it into the website header section and copy the code by clicking it.

    setup_pixel5.png
  7. Paste the copied code to any text editing tool and click the Continue button.

  8. Provide any additional options on the next screen and click the Done button.

II. Configuring Conversion Reporting on Voluum Side

In your Facebook Pixel script, there is a target URL. Look into this script and locate a URL link that is preceded by src=. Copy the URL only to the clipboard. This URL should look like this:

https://www.facebook.com/tr?id=760587514278357&ev=PageView&noscript=1

Setting up Redirect Pixel in Voluum

Right now for the final step, you need to configure conversion reporting in Voluum. To do that, perform the following steps:

  1. In Voluum, go to the Traffic Sources tab.

  2. Select the Facebook traffic source element that you have created and click the Edit button.

  3. In the Pixel Redirect URL text field paste the target link that you have obtained from Facebook Pixel.

  4. Click the Save button.

    pixel_redirect.png

That is it.

The whole information flow circle is complete. Visitors are redirected through Voluum to the selected destination, and information about conversion is reported back to Facebook, where you can see it in the Ads Manager.

Workaround: Setting up traffic source postback URL 

If you still want or have to report conversions to Voluum using the S2S postback URL method and then send information about conversion to Facebook, you can use the following workaround: Get the target URL from Facebook Pixel in the same way as it was described, go to Voluum and edit the Facebook traffic source element that you have created. And then provide this target URL in the Traffic source postback URL section. This will allow conversions to be reported, but will limit details visible in the Facebook Event Manager.

Notes on Direct Tracking

As we mentioned in the beginning of this article, a direct method of tracking can also work with Facebook. The setup is almost identical to the redirect method of tracking that was described in the article. The only changes are to be made on Voluum side:

  • In a traffic source element setup switch on the Direct tracking toggle.

  • In the campaign setup in Voluum copy the direct tracking URL instead of campaign URL

  • Remember to inject the Direct Tracking Script into your landing page.

Also, with this method of tracking you have to use a landing page in your campaign funnel and have a corresponding lander element added in Voluum.

Everything else should be performed in the same way as for the redirect method of tracking.

Search results

    No results found