One of the primary advantages of digital marketing is you can track results and adjust your campaigns in response. Especially with social media, you can track farmers' engagement with your Facebook ads.
See who’s interacting with your ads in real time and make adjustments in response to those metrics. That way, you’re only investing your dollars in the ads that are actually engaging your audience.
This post will show you how to set up campaign tracking using the Facebook Pixel, and then how to use all the data at your disposal to track and test the success of your ads.
Set up tracking pixels
Facebook uses a Pixel – a short snippet of code – that is embedded on your website to track the conversion of each of your campaigns.
There the two components of the Facebook Pixel:
- Base code. This is the foundational piece of your tracking efforts. This snippet of code should be installed on every page of your website.
- Standard event code. This is how Facebook tracks the success of specific ads and ad sets. Install this on the Thank You page so Facebook can track the number of people who fill out the form as conversions.
Here are some more details about Standard Events:
- Standard Events are created by adding code to the Facebook pixel base code (see image below) to allow more detail and insight into your analytics. For example, you can see how many leads you’ve generated, online purchases have been made, or searches for your retail locations and trace those back to the original Facebook ad for maximum attribution.
- A standard event means you can customize the parameters within Facebook itself rather than messing with your website’s code.
- Standard Events are reported in aggregate, rather than individually, which allows for greater compare and contrast among ads, ad sets and campaigns.
Once you’ve installed this on your website, you can start tracking and optimizing.
Here’s an example of a campaign utilizing an ad, a landing page, and a thank you page.
All of your pages—indeed, all pages on your website—should have the code installed on it to track the number of unique pageviews that can be attributed to a particular ad set.
But to get more specific and see how many leads you can trace to a particular ad set, make sure you install the standard event code to the Facebook pixel base code as seen above on the Thank You page. So everyone who hits that Thank You page through Facebook will be counted as a new lead and attributed to that campaign.
Build and implement your audience segments
The key to tracking farmers’ behavior on Facebook is by comparing all the different aspects of the campaign you can control and finding the “magic combination” that gets you the most results. One key aspect of this is your audience: if you don’t have the right audience, then you’re going to fall flat.
Building your perfect audience means starting with your value proposition and working backwards. Talk to current customers, analyze your internal customer data, but always keep in mind that your current customer may not be your ideal customer. Think about potential use cases that you aren’t considering right now, and which farmers may be the right fit for those.
The goal is to look for the intersection of who gains the most from you and who you gain the most from as a business.
The next step is to get practical. Whether you’re using Facebook Targeting or uploading a file from a third-party data provider, you need to have a clearly defined audience so you know who you’re targeting. Identify the key demographics of your audiences so you can clearly target them with the right ads at the right time.
Facebook has a wide variety of demographics to target by that are relevant to people in ag:
- Geographic Location. Target specific states, counties and cities to reach growers in those high-value areas.
- Behaviors. Look at prior purchase behaviors, device usage and more. If you want your ad to reach farmers who are scrolling on their mobile devices, this is available to you.
- Demographics. Facebook allows you to target based on age, gender, education, relationship status, job title and more.
- Connections. Avoid duplication by excluding people who are connected to your Facebook page, or double down on your current fans by including them in the ad campaign.
- Interests. From specific Facebook pages (people who like your competitors, for example) to general interests like Farming and everything in between, you can make sure you’re targeting people who are likely to do business with you.
Of course, these demographics are overall consumer demographics and don’t fit with the specific nuances of agriculture. For that, you’ll need third party data to create custom lists that you can then upload to Facebook. One of the great features of Facebook ads is that you don’t need to pick and choose. If you upload a list to target, you can then narrow down that list through the Facebook demographics.
Here are some of the ways you can narrow your list through a third-party ag data provider:
- Crop type / rotation pattern
- Gross Farm Income for high-dollar products
- Number of acres farmed
- Specialty vs. commodity
- Geographic location
- Number of individual farm fields operated
- Amount of land owned, not just operated
These are just a few examples – the Farm Market iD database has over 200 demographics to choose from, so you can see how detailed and granular you can get with your audience.
Facebook lets you upload a .csv file into their Ads Manager, and serve your ads directly to those people. A .csv of farmers who fit the demographics you discussed earlier can be easily acquired from a third-party.
Farm Market iD provides lists that can then be uploaded to Facebook for targeting purposes. Watch the video below to learn about the detail that our lists provide.
Analyze your ads regularly
Now that you’ve set up tracking pixels and your audience segments, it’s time to dive into the metrics. Here are some of the key metrics you should keep in mind:
- Impressions. The number of times your ad is placed in a user’s news feed, regardless of whether they view it.
- Views. The number of times a user views your ad in their news feed.
- Frequency. This is a figure showing, on average, how many times a day your ad is served to any given user. You have no control over this figure directly, but improving the relevance of your ad to your audience can help to increase this figure indirectly.
- Relevance. This is a number that Facebook calculates to determine how well your ad performs among your audience. The higher the score, the better it is. Adjusting your ad to improve its relevance is critical, since that’s part of how Facebook prioritizes ads that are competing for the same user’s attention.
- Clicks. The number of clicks on an ad.
- Leads. The number of users who click through the Facebook ad and arrive on the thank you page, thus signifying that they’ve filled out the form on the landing page.
Understanding these metrics can help you figure out how each segment is responding to the overall campaign, giving you a clear idea of how the segment responds:
- If you have high impressions but low clicks, it means that your message isn’t enticing your audience to learn more. You’re either targeting the wrong audience or you have the wrong message/product.
- If you have high clicks but low conversions – meaning people click your email, ad, etc. but aren’t taking action on the landing page – you probably have a disconnect between what the ad promises and the offer you’re delivering.
- If you have high conversions but low customers, you’re bringing in too many people who aren’t the best fit for your business, which means you’ve miscalculated the relevance of your product to the audience when building your segment.
Ultimately, if you’re bringing in less revenue than you’re spending, you need to rethink the campaign because you’re barking up the wrong tree, as it were.
Adjust and Improve Your Campaigns
Here are some of the things you can adjust to improve these metrics:
- Audience segments. The right ad and right offer can fail if it goes to the wrong audience. If you’re having trouble with clicks and conversions, re-evaluate your segments to make sure you’re targeting the right people.
- Ad Creative. Sometimes the ad itself is the problem, so take a look and re-evaluate whether the ad is good or not. When adjusting an ad, test only one aspect of it at a time – whether that’s the headline, image or text – so you can isolate which part of the ad is under-performing and make those adjustments.
- Call-to-Action. Even if you have an ad that resonates and is generating a lot of engagement, the call-to-action may be ill-suited to the audience or the creative. Facebook has a variety of call-to-action options so adjust these to see if one in particular really generates some clicks.
- Landing Page. Once you’ve driven people to your landing page, then there’s the hard sell – convincing them to give you their personal information. Make sure that the message in the ads is connected to the message on the landing page, and that the value proposition of your content offer on the landing page is clear.
Once you’ve set up tracking and you can test the various aspects of your ad against each other, then you’re all set to launch.