Delacon's Facebook integration allows Delacon to push calls to the targeted data source in Facebook Event Manager (https://www.facebook.com/events_manager2) for remarketing and Ad measurement purposes. Facebook will match the conversion via the hashed phone number and Facebook click/browser ID for calls with online sessions.
By using the Call conversion data source, Facebook Event Manager can create ads, target audiences and setup custom conversions based on call tracking data. It is a smart and preferable option to group Facebook's potential customers and can reduce costs on ads. Additionally, it can be a useful measurement for Ads and improve campaign effectiveness.
- Call Tracking UTM parameters extraction
Facebook does not allow any business to track their users or provide associate Ad information and Delacon is not able to extract any Ad or campaign performance reporting from the Facebook API. However, UTM parameters can be used on ads which allows Delacon to extract Ad information from the landing page. Delacon will put all campaign, search type and source/medium information in the Delacon Call log, adding another source of truth to measure a campaign.
- Call attributes
Delacon can push call management attributes to Facebook or set up a criterion on call pushing. Call Management attributes can be conditions or filters on custom conversions. Call pushing allows calls with a specific intent to be linked to a data source as an activity. It contains call duration, service name, service category, call result, DTMF and DTMF description. Those attributes can be applied for creating a custom conversion and segmenting calls based on IVR selection. For example; a sales or service intent, long or short call duration group and product category.
1. Provide Delacon with Business Partner Access
Delacon needs full control of the Facebook data source so that events or conversions can be uploaded. This is done by adding Delacon as a Facebook Business Partner.
- Facebook Business Partner
Delacon is a Business Manager in Facebook and has system user profiles that can push conversions from the Delacon system to the targeted Facebook data sources automatically.
Business Manager ID: 139570908491948
To allow Delacon as a Business Manager
Step 1: Log into the Business Settings and find the Partners section under Users
Step 2: Click the Add button and select “Give a partner access to your assets” option
Step 3: Copy and paste the Delacon Business Manager ID into the field.
2. Create Online and Offline Conversions
Based on your tracking needs, you will need to create an Online and/or Offline Conversion.
- Set up an Offline Data Set and Facebook Pixel
Offline conversions are a group of calls without any web session information. These offline calls are from ads that contain a phone number and do not redirect traffic back to the website. Facebook allows the offline conversion to be uploaded within 62 days
To create an offline event set, please review this Facebook guide: https://m.facebook.com/help/339320669734609
If you have an existing offline event set, go to Facebook Event Manager, copy the offline event set ID and share this with Delacon (email@example.com).
Online conversions are a group of calls with web session information. These online calls are from ads or from a boosted post that is redirected back to the website. Facebook allows the online conversion to be uploaded within 7 days.
To set up a Pixel, please review this Facebook guide: https://www.facebook.com/business/help/952192354843755
When naming your Pixel, we recommend a naming convention consisting of your business name + Delacon Pixel, eg "Calltracking Ltd - Delacon Pixel". This will help us identify your Pixel within our Business Partner access.
If you have an existing Pixel, go to Facebook Event Manager, copy your Pixel ID and share this with Delacon (firstname.lastname@example.org).
- Assign the data source to the Delacon partner Access
For an offline event set:
3. Share the setup details with Delacon
Send an email to email@example.com and share with them:
- The Pixel ID (if applicable)
- The Offline event set ID (if applicable)
- The Delacon services you want to integrate with Facebook.
Delacon Support will then complete the integration.
4. Facebook Conversion Configuration and Setup
Below setups are optional based on your reporting needs.
Custom conversion setup
Creating a custom conversion for offline events: https://www.facebook.com/business/help/182135238967018
Creating a custom audience from website events: https://www.facebook.com/business/help/666509013483225
Create campaign and Ads
Creating a campaign with the Reach objective: https://www.facebook.com/business/help/906073466193087
Once UTM parameters are applied in the Facebook Ads, Delacon can capture the UTM parameters (such as utm_source, utm_campaign, etc) when a call is made from your website. In the Delacon portal and call log, you will be able to view reports such as campaign or source/medium report through time, channel comparison between SEM, social and display/video, best or worst performance campaign with call volume, etc.
Click Tracker: Facebook Ads managed by Campaign Manager 360: https://support.google.com/campaignmanager/answer/2838287