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Improve Your Facebook Ad Conversion Campaign in 2022

Facebook reported that it had 10 million active advertisers using the social networking site to promote their goods and services in the third quarter of 2020.

The number is growing each day as Facebook Ads offers numerous opportunities to reach the relevant users you seek to convert.

Today, marketers are taking advantage of Facebook’s variety of ad formats, audience targeting options, and ad objectives. Specifically, the conversion optimization objective as it helps maximize ROI.

Let’s understand conversion ads in detail.

Improve Your Facebook Conversion Ads

Table of Contents

Facebook conversions ads, also called website conversion ads, allow you to drive specific action on your website or app. Conversion campaigns can help you increase leads, page visits, sales or conversions.

Facebook Conversion Campaign

The main goal is to convert relevant users. It is easy to track, measure, and analyze conversion ads. Comparatively, they are more costly than other ad types.

Different types of website conversion ads include:

  • Conversions: Drive specific action on your website or app. This objective encourages users to engage with your ads.
  • Store Visits: Promote sales, store visits, and other actions at your physical store locations.
  • Product Catalog Sales: Boost inventory sales by automating the promotion of the most relevant products. Just upload your catalogue,set up your conversion campaign, and the right products will be displayed to the right buyers.

Facebook provides various options to optimize your campaigns. However, it is necessary to identify the ideal conversion event while creating your conversion campaign at the ad set level.

You can run website conversion ads using the Facebook pixel on your website. It helps in tracking and retargeting your site visitors. Besides, you can measure the conversion rate of those visitors.

Below are the recommended conversion events by Facebook.

  • Purchase
  • Add-to-Cart
  • Page Views
  • Landing Page Views
  • Automatic Placement

To optimize the process of conversion ads, you must wisely select your conversion event. Besides, below are some additional elements and conversion tips.

1. Choosing the Appropriate Conversion Event:

Optimizing FB Conversion Ads with the Right Event
  • A conversion event can be pageviews apart from a purchase or sale.
  • To optimize your ad set's delivery for conversions, you will have to manually select a conversion optimization event from the "Conversions" section when creating your ad set.
  • Ensure that your Optimization for Ad Delivery is set to “Conversions”.
  • Determine the best approach to use conversion ads. Make a conversion strategy based on the amount of traffic your website received during the last month. It reflects how many pixel conversion events occurred on your site during that period.

2. Data Collection:

To optimize your conversions, Facebook requires a certain amount of data. You should aim to get at least 50 optimization events within your conversion window each week.

Below is the criteria for monthly pixel events, to decide whether conversion ads are appropriate for your business.

Pixel Events for Conversion Ads

Note: Pixel events represent all website activities, not just activities resulting from Facebook ads.

3. Analyze & Experiment:

Ad experts suggest running a conversion objective campaign for at least a month. As the Facebook system takes time to analyse the data and find relevant users who are likely to convert.

In case the performance is not as per your expectations even after a month, experiment with a conversion event.

Facebook recommends starting to use 'Link Clicks Optimization'. It is useful in optimizing both, link clicks and conversions together.

Below is the list of targeting options to try without fail if you want to maximize your website conversion ads.

Best Targeting for FB Conversion Ads

1. Custom Audiences

You can find your existing consumers on Facebook through a Custom Audience. Simply upload a data file with your current customers so that Facebook can show your ads to them. You can also create a Website Custom Audience with site visitors.

2. Demographic Targeting

The Custom Audience feature allows you to segment your audience based on age, gender, education, job title, and more.
It is especially useful if you don't have an email list or enough website traffic to retarget with a Custom Audience.

Tip : Keep a track of the segment from which you get maximum conversions.

3. Detailed Targeting

With detailed targeting, you can refine the audience you'd like to reach with your ads. Detailed targeting lets you target Facebook users based on more than just their demographic data such as interests, or social media activity.

Combining detailed targeting with targeting expansion increases your chances of gaining conversions by allowing people who are outside of your detailed targeting criteria.

Detailed targeting is more effective for conversion optimization.

4. Cross-border Targeting

Facebook offers various options with which you can convert consumers anywhere in the world. Expand your reach with International Location Targeting if you can ship your products globally.

We are aware that the constantly changing world of online advertising relies on data collection. As user data allows you to target relevant customers and measure the success of your ads.

In recent years, gathering and using data has become a concern. It became even more difficult after Apple announced iOS 14 update enabling iPhone users to manage what data they share with apps and advertisers.

Undoubtedly, there has been a significant impact on Facebook Conversion Ads since the announcement.

Though the Facebook pixel tool is highly-valuable for collecting and tracking users data, its effectiveness is declining due to;

  • Cookie blockers, ad blockers, and other masking tools.
  • Data loss in case of poor internet connection.
  • The iOS 14 update restriction on using cookies to track data on Apple devices.

However, Facebook has launched ‘Conversions API’ for advertisers with a new, more private way to track advertising data.

The Facebook conversions API combined with the Facebook pixel allows you to track, attribute, and improve Facebook marketing performance. Hence, it is advisable to use both tools collectively.

Ad Formats for FB Conversion Campaigns

If you are aiming to achieve bottom of funnel (BOFU) conversions, a single ad format doesn’t work. You have to keep experimenting based on your product or service, audience, and ad formats that have outperformed your ads in the past.

Below is the list of ad formats that tend to be effective for conversion ads:

  • Lead Generation Form
  • Single Ad Images
  • Video Ads
  • Dynamic Products Ads
  • Instant Experience Ads


Facebook Conversion Ads targets the relevant users who are more likely to convert. Let your visitors take action on your website or app such as click, make a purchase, call, or message.

For websites, ensure you are using the Facebook pixel or Conversion API, and for apps, use App Events.

Are you ready to optimize your conversion ads and increase sales?