If you own a digital agency or are a social media professional who creates content for your clients, this is for you. Marketing today is…
We talked a week ago how to create events on Facebook pixels for time spent on a page. This week, let's create Facebook pixel events for the depth of scrolling.
If you read last week's post, portions of this post will be repetitive. But I want to make sure that if you missed that post, you know how to set up the base pixel in Google Tag Manager and test the events.
I will go through even more details in my next Facebook Pixel masterclass (the first lesson is free). Go here to sign up!
The problem: low quality traffic
As I discussed a week ago, the foundation of my marketing strategy is driving traffic to my site. I use organic content, email updates and Facebook ads to send a steady stream of people to my site. This is where my funnel begins, where I hope to bring them to my email list (usually through a free offer) before making a sale with a single product and hopefully as a continuous affiliate.
The quality of this funnel depends on the quality of the initial traffic. If my website is flooded with low quality visits (usually reflected in a quick exit), the other efforts will fall apart.
I became more and more skeptical about the results I saw from traffic campaigns promoting blog posts. Landing page views optimization. I would occasionally see results that were too good to be true. After digging further, the culprits were usually the source country or location (the audience network almost always sends low quality traffic).
Why is this happening? Simple: Facebook cares about volume and cost without caring about quality. They do not hide from this fact …
When you optimize your landing page display (after clicking on your ad, website, and uploading Facebook pixels), Facebook will try to give you the most LPVs for the lowest cost. It doesn't matter if they are three-second or three-hour views. Facebook doesn't care.
It may not matter when it comes to sales. A $ 100 sale is a $ 100 sale. But there is a huge variation in the quality of a landing page view.
Solution: Facebook Pixel Event for Scroll Depth
Scrolling depth means how far down someone scrolls when they see a page. Although time on a page is a good indicator of quality, a visitor could theoretically spend three minutes looking at the title and he is not a high quality visitor. We need another indicator of the quality of visits. Logging in visits that result in viewing most or all of a post is a good option.
We want Facebook to track, report, optimize and even target depending on how far someone is on a page of our website. We can force Facebook to take care of the quality of the traffic I send.
By creating a pixel event on Facebook to create a visit log based on 10 percent multiples (50, 60, 70, 80, 90, and 100 percent), we can then do the following specific things:
- Create Custom conversions based on these events
- Add columns to our ad reports for the number and cost of these events for a clearer view of your ability to drive quality traffic
- Optimize for any of these specific events to focus on directing and leading high quality visits
- Create personalized web audiences of those who performed these events for high quality targeting
A member of my team did this for me using Google Tag Manager. I will go through the specific steps so that you can do the same.
Add the basic Facebook pixel
I guess you have the base Facebook pixel code already installed on your site. Anyway, let's get through this.
We do this inside Google Tag Manager. Although there are likely ways to do this elsewhere, the variables and triggers provided by GTM facilitate execution.
1. Create a label and name it "Facebook – Basic Pixel".
2. Choose "Custom HTML" as the tag type under Tag Setup.
3. Paste the base pixel code in its entirety into the HTML text box. Below is an example, but you should use your own unique code for your ad account.
4. Under Trigger, we want to run our basic pixel code on all pages of our website.
Keep in mind that I will not have the events we create to run on each page (it's up to you). But the basic pixel should absolutely.
Create a trigger
We want Facebook to activate an event as the visitor progresses on a page related to the depth of scrolling.
1. Create a new trigger in Google Tag Manager and name it "Blog – scroll to 50%."
2. Select the "Scroll Depth" trigger type.
3. For vertical scrolling depths, use percentages of 50, 60, 70, 80, 90 and 100.
4. Enable this trigger on "Upload window (gtm.load)".
5. The page path setting contains "/ blog /". I decided to focus only on blog posts, but this is optional again. You can skip this step and it would run on any page.
We need a pixel to record the depth of the percentage scroll so we can add a variable to Google Tag Manager.
Create a variable named "DLV – gtm.scrollThreshold" using the data level variable type. Use the variable name of the data layer "gtm.scrollThreshold".
Create a label
Now, we'll create a new tag in Google Tag Manager that will refer to the trigger and variable we just made.
1. Create a new tag and name it "Facebook – Blog – Scroll 50% -100%." Of course, your name belongs to you.
2. Use the custom HTML tag type.
3. Paste the following code into the HTML text box …
It should look like this …
4. In Advanced Settings> Tag Sequencing, check the box next to "Trigger a tag before Facebook – Blog – Run 50% -100% fire."
5. Select the "Facebook – Basic Pixel" tab under configuration.
6. Under Trigger, select the trigger you created earlier.
Test your event
Let's make sure this event works. In your Event Manager, select your pixel and click Test Event on the left.
Open a separate window or tab and go to a page on your website where this event should start. Go through the whole page and it should appear in this window.
You can also use Facebook Pixel Helper to test in the same way.
Create custom conversions
We've created custom conversions for each of the six depth scrolling events of the range that should shoot.
1. Instead of "All URL traffic", select "Blog tracking" in Custom events.
2. Click to add a rule.
3. Instead of "URL", select "Event parameters".
4. Select "Scroll Depth" as the custom parameter.
5. Enter "50%" next to "Equal".
6. Name it, select a category (probably "Other") and set a value (probably leave it blank).
7. Repeat 60%, 70%, 80%, 90% and 100%.
You can test these custom conversions the way you tested your event. You should also start seeing activity in your custom conversion list.
Add columns to your ads
This is the information that you should monitor in your advertising reports, especially when driving traffic to blog posts. To do this, click Customize Columns …
Then find your new custom conversions and check the boxes to add them to your report.
Optimize for high quality traffic
If you normally run campaigns to promote your blog posts, let's do it a little differently.
First, use the Conversions goal, not Traffic.
When you set Ad Delivery Optimization to your ad set, select one of the custom conversions you created.
Feel free to experiment with different time intervals to see if it affects your results.
By setting up campaigns in this way, Facebook will try to show your ads to the people most likely to run at least 70% on a blog post.
Create custom audiences for websites
Now we can create audiences based on these new events that we have created …
This allows you to focus on targeting those who READ your blog post – beyond these unfavorable headline scanners.
Facebook Pixel Masterclass
I will go into detail on this topic (and many more) in my future Facebook Pixel Masterclass. We will talk about everything from the basics to the most advanced. I hope you will join!
This approach changed my advertising on Facebook. It gives me a much clearer view of the quality of the visitor I lead and allows me to optimize for that type of visitor. This isolated audience also gives me an option to target a small, valuable group.
Are you doing something similar? What do you think?
Let me know in the comments below!