In order to start tracking events and reporting to Facebook, you need to setup several things under OptimizePress – Tracking.
Individual settings are explained below:
If this is set to ON, the Facebook Pixel set below, will be included across the whole WordPress site. Otherwise, it will only be present on OptimizePress enabled pages/posts/funnels/courses.
Bear in mind that if you use other Facebook tracking plugins and OptimizePress Pixel Tracking is enabled, this could lead to conflicts or double tracking.
If this is set, the tracking of events will start working and will start sending Browser Pixel Events that are turned on on the Facebook Events Settings screen (explained below).
By default, all events are turned on.
In order to get or create your Facebook Pixel, please go here.
If this is set to on, OptimizePress will send additional data to Facebook (as available) like email, name and other data that is available at the time the Pixel event fires.
When this option is ON, the plugin will send Advanced Matching data for your logged-in visitors (or if we can identify that data in other means for non-logged-in visitors - for example, after someone optins or buys something through Checkout Form).
What is Advanced Matching: it’s a Facebook feature allowing you to securely send them info about your visitors. This info will help Facebook to identify (match) the visitor and make a connection with an actual Facebook account. This is useful for those instances when Facebook can’t do it by the usual means, like existing cookies or logged-in accounts.
The plugin will send information like:
Phone
First Name
Last Name
City
State
ZIP
Country
OptimizePress can send all the automatically triggered standard events directly to Facebook’s servers, bypassing the browser’s limitation, or ad-blockers.
This feature is called Conversion API and it was known initially as Server-Side Events.
If this is set to on, we will send events directly from your web server to Facebook through Conversion API. This will help you capture more events. In order for it to work properly, you need to set up a Conversion API access token, explained below.
Find out how to Generate Facebook API Access Token.
Here are steps as they were at this moment:
You can go directly to this link:
https://business.facebook.com/events_manager
Click on your pixel ID, and on the Settings link in the top menu.
Scroll down until you see the “Conversions API” section. Click on “Generate Access Token” and follow the steps.
When you set up everything, just copy and paste your Access Token here and Conversions API will start working.
To learn how to get tests_events_code Click here.
If this settings is on and TEST EVENTS CODE is present in the field below, OptimizePress will send this code to Facebook and you will be able to see the data in the test events area on Facebook Tracking.
You need to enter your test_event_code from Facebook here. Bear in mind, this code changes periodically, so make sure to check that before testing.
IMPORTANT: REMOVE THE TEST_EVENTS_CODE after testing and going live!
As you may notice, OptimizePress will send both the browser and the server-side events. In this case, the server-side event acts like a backup for when the browser can’t work as expected.
In order to avoid double reporting, we sent a unique event_id parameter. Facebook uses it to de-double reporting transactions.
Used for events parameters (landing page, traffic source, UTMs)
You can set First Visit (default) or Last Visit attribution model and their respective Cookie durations.
First visit attribution model will save the first visit data inside a cookie (valid for 7 days by default) and track that user through that cookie. So, if the user returns to your site in those 7 days, the parameters from his first visit will be sent to Facebook and the conversion will be attributed to the first visit parameters or ad.
Of course, any additional data will be sent as well, based on events triggered.
Last visit attribution model also saves a cookie, but this cookie is valid for only 1 minute. Which means, that if a user re-visits your site after 2 minutes, coming from another ad for example, the conversion will be attributed to that second ad and its parameters.
Here you can toggle events to be tracked and fired. All settings are self explanatory, basically you can turn on or off certain events.
In this section, we will explain which data is tracked and sent to Facebook.
On all events, some initial data is present that is required by Facebook and is always sent, regardless of which event is triggered.
Required data:
IP Address
Event ID - required for de-duplication
Event Source - usually a full URL when event occurred
Always Present Data:
landing_page - URL where event happened
traffic_source - direct or referral
event_time
event_day
event_month
event_day_in_month
any URL parameters that user brought in URL or in cookie
Always Present Data (if available)
Post_id
Post_title
Post_type
Event_url
On OptimizeFunnels pages:
Op_funnel_step_type
This event can not be turned on in settings, so it always fires.
This event sends all the Standard data mentioned above and no additional data.
This event sends all the Standard data mentioned above and (if present and not empty):
Email
First Name
Last Name
If Advanced Matching is on, we are sending additional data to Facebook, which we get from logged in users. If a user is not logged in, we can not know which additional data to send.
But, if a non-logged-in user enters his data in, for example Optin Form and Lead Event is triggered, that data is saved in cookie and is present from that point onward in all triggered events.
This is beneficial as Facebook can better match those users as they move through your site and you can even build Custom Audiences based on this data.
This event sends all the Standard data mentioned above and (if present and not empty):
// user data
first_name
last_name
city
state
zip_code
phone
country_code: order.country
// custom data
content_name: product name
content_ids: product id
content_type: product type
value: product price,
currency
This event sends all the Standard data mentioned above and (if present and not empty):
Email
First Name
Last Name
Add To Cart, View Content and Add To Cart for Order Bump Events
content_name: product name
content_ids: product id
content_type: product type
value: product price,
currency
This event sends all the Standard data mentioned above and no additional data.
