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Facebook Integration Guide

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Delacon
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Introduction

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.

  • Benefits

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.

 

Setup

1. Create Online and Offline Conversions

Based on your tracking needs, you will need to create an Online and/or Offline Conversion.

 

Offline Conversion

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.

If you have an existing offline event set, you can use it for capturing the call conversions.

Otherwise, to create a new offline event set, please review this Facebook guide: https://m.facebook.com/help/339320669734609

 

Online Conversion

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.

If you have an existing Pixel, you can use it for capturing the call conversions.

Otherwise, to set up a new Pixel, please review this Facebook guide: https://www.facebook.com/business/help/952192354843755

 

2. 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

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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

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Step 3: Copy and paste the Delacon Business Manager ID into the field.

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Step 4: Select the offline event set and/or Pixel you have created and assign the required permissions.

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For an offline event set, select Upload Offline Conversions.

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For Pixel, select Full Control (Manage Pixel)

 

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Step 5: Click on Save Changes

More info: https://www.facebook.com/business/help/1717412048538897

3. Share the setup details with Delacon

Send an email to support@delaconcorp.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

 

Targeting audience

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

 

Insights

Delacon Portal

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.

 

Facebook Insights

https://www.facebook.com/business/news/audience-insights

 

 

FAQ

1. Are upload filters available?

Yes, instead of uploading all calls, you can customise the calls that are uploaded to Facebook based on the call attributes, such as call duration, IVR option. Available conversion criteria are below: 

Conversion Criteria

Parameter

Has Facebook Click ID (From Facebook Ads)

- The Facebook click ID value is stored in the browser cookie and does not come from the URL

fbc

Has Facebook browser ID (From Website)

- The Facebook browser ID value is stored in the browser cookie

fbp

IVR selection by IVR option (digit)

PLA_dtmf.indexOf ("1")==0

IVR selection by IVR description

PLA_dtmfDesc.indexOf ("Sales") >=0

PLA_dtmfDesc=="Sales"

PLA_dtmfDesc.match(/sales_new customer/)

Call Duration greater than

PLA_duration > 30

PLA_crmVariable_X.indexOf

PLA_crmVariable_1.indexOf("motor") == 0

PLA_convValue

PLA_convValue > 0

 

 

Appendix

Click Tracker: Facebook Ads managed by Campaign Manager 360: https://support.google.com/campaignmanager/answer/2838287

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