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Facebook or Instagram as a Traffic Source


So you decided to go for the big one. Get visitors from the world's biggest social media platforms 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 or Instagram as a traffic source in Voluum. Both Facebook and Instagram share the same ad managing interface, called Facebook Ad Manager, so this article describes one flow for both platforms. It is assumed that you have some knowledge about running a campaign on Facebook or Instagram, 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.

Methods of Tracking

You can track Facebook or Instagram traffic with two methods of tracking: redirect or direct. Read the Tracking section to learn more about those methods and decide, which one will work for you. This article will describe the direct method of tracking, as it is the recommended one.

Facebook Integration


Note that Facebook does not support passing cost information via the dynamic token. However to cover that part Voluum has developed the Integration feature that offers a deeper connection between these two platforms. This connection allows for accurate cost values to be passed.

If you want to use this feature, complete this guide and go to the Facebook Integration article.

Part One: Tracking

The first part of this guide describes setting up tracking, which 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 Ad Manager.

Part Two: Reporting Conversions

At this point, you have set up tracking visits and clicks. When a visitor takes your offer and converts, this information can be passed back to Voluum from an affiliate network platform. If you want to send information about conversion back to Facebook Ad Manager from Voluum, you have to use the Conversion Tracking Pixel to get information about a conversion from an affiliate network platform.

Facebook Ad Manager 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.


Voluum Info: There is a workaround to report conversions back to Facebook, even if you use S2S postback method 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 your reporting options.

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