100-101 Digital Marketing Associate Study Guide 2022

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Meta Certified Digital Marketing Associate study guide36Meta Pixel and the Conversions APIThe Meta Pixel and the Conversions API are powerful Meta Business Tools that can helpoptimize advertising spend through measurement of customer actions on businesswebsites and information that customers provide.• The Meta Pixel is a small piece of code that can be added to a business’ website to helpimprove results, measure results more accurately and build new audiences to target.• Businesses can use the Meta Pixel to measure specific customer actions and monitor themetrics relevant to their business goals.• Similar to the Meta Pixel, the Conversions API gives advertisers the ability to connect andshare their customer data to target, optimize and measure Facebook and Instagram adcampaigns. Businesses should adopt the Conversions API in addition to the Meta Pixel.This helps maximize performance for campaign targeting, optimization and measurementacross Meta technologies.Add the Meta Pixel to a websiteThere are several ways to add the Meta Pixel to a website:Connect a partner platformWhen businesses use partners, they can installthe Meta Pixel without editing the code ontheir websites. Partners can also help scale adcreation and reporting, as well as receive andevaluate the actions people take.Manual installationTo set up the Meta Pixel yourself, copy andpaste the base code into your website code.How does Conversions API work?The Conversions API is designed to help preserve data quality and support advertisers’ effortsto respect people’s privacy. It provides better data control when implemented separately fromthe Meta Pixel, a wider range of data to guide your advertising and strengthened data sharing.Help strengthen data sharing:Data sharing through the ConversionsAPI may be more reliable thanbrowser-based methods, because theConversions API is designed to be lesssusceptible to issues such as browsercrashes and connectivity issues.Full-funnel visibility:With the Conversions API, advertisers canuse a wider array of data to guide theiradvertising than with the Meta Pixel alone,such as CRM data, lower funnel events(including qualified leads) and multi-siteconversion paths.
Meta Certified Digital Marketing Associate study guide37Use the Conversions API along with the Meta Pixel to maximize the data you sharewith Meta technologies. More reliable data connection enables you to continue to providepeople.Standard and custom website eventsEvents are actions that happen on your website, such as making a purchase or addingan item to a cart. As people interact with your business, you can share those events withMeta techologies through integration methods like the Conversions API and the Meta Pixel.There are two types of events:Standard events are actions that Metatechnologies recognizes and supportsacross ad products. Examples include Addpayment info, Add to cart, Add to wishlist,Purchase and Subscribe.Custom events enable you to trackany website action that falls outsidethose covered by standard events onMeta technologies, such as newsletterregistration. If predefined standardevents aren’t suitable, businesses cancreate their own custom events.Run A/B testsA/B tests allow you to compare two versions of an ad to figure out whichone performs better. There are two types of events:• Set up an A/B test at the campaign,ad set or ad level in Ads Manager.• Your audience is split and each subgroupis served a campaign, ad set or ad thatdiffers by only one variable. Thosevariables are ad creative, audience,placement, product sets and ad delivery.• Once the test is completed, you will beprovided results on its performance. Thebest performing ad strategy will be listedunder the section titled “Winning ad wasfound.” You will also see results on eachad strategy that was tested, such as costper results, impressions and spend.• A/B tests will split your budget equallyand randomly divide exposure betweeneach version of your creative, audience orplacement. A/B testing can then measurethe performance of each strategy ona cost-per-result or cost-per conversionliftbasis.
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100-101 Digital Marketing Associate Study Guide 2022

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