Facebook Marketing Partners

June 11, 2015

Announcing Upgrades to Conversion Tracking and Optimization at Facebook

Today we are announcing several upgrades to the Custom Audience pixel. In addition, we are gradually rolling out several new features in ad accounts, starting in the API and Power Editor, designed to help you understand the value of your Facebook ads, automatically optimize for success, and create audiences.

  • To start, the conversion tracking and Custom Audience pixels are now up to 3X faster. We’ve rewritten a large part of our server response code so that pixel load times can meet even the most strict SLAs.
  • You can now report and optimize for conversions using the Custom Audience pixel. To accomplish this we’re launching 9 new standard events, the same standard events used for Dynamic Product Ads and App Events, to report and optimize for conversions. Now using one Custom Audience pixel you can report conversions, optimize your ads, and build website Custom Audiences.
  • We’re also launching a new javascript library that is faster and easier to troubleshoot. Using advanced javascript features such as code minification we’ve further reduced the Custom Audience pixel load time. We’ve also implemented code versioning and report common errors to your browser’s javascript console.
  • You can now share your Custom Audience pixel with agencies and other ad accounts through Business Manager. Pixel sharing is useful if you have already installed a Custom Audience pixel on your website and want to grant permission to an agency or a second ad account to use that pixel without having to install another Facebook pixel to your website.
  • In Ads Manager, Power Editor, and via a new Pixel Stats API we are gradually rolling out new pixel view and troubleshooting dashboard that allows marketers to get a snapshot of the pixel traffic on their website as well as easy access to tools that can help you create audiences, email pixel code to your developer, and troubleshoot your pixel implementation.
  • In Power Editor, you can now select Apps in addition to Conversion and Custom Audience pixel for Website Clicks and Website Conversions objectives. This capability has always been available via the API

Your existing conversion and custom audience pixels will continue to work as before, but we recommend advertisers to upgrade to the latest version of the Custom Audience pixel to take advantage of these new features.

Read more about the upgrades to the Custom Audience pixel, including how to implement the new standard events for conversion reporting and optimization here:

  • Below: Pixel View and Troubleshooting in Ads manager snapshot
  • Below: Pixel sharing in Business manager snapshot

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