I’ve heard from a handful of advertisers just lately who had been experiencing points with their Meta occasions not firing correctly. In every case, the issue was prompted through the use of “URL equals” when establishing occasions. The answer is straightforward: Use “URL accommodates” as a substitute.
On this submit, let’s discuss concerning the many instances this alternative comes up for advertisers. After which I’ll clarify why “URL equals” is inflicting issues and one of the best practices for utilizing “URL accommodates.”
When Does This Come Up?
It comes up rather a lot, frankly…
1. Making a Customized Conversion.
The default rule for Customized ConversionsCustomized conversions allow you to create guidelines for occasions or URLs so to higher observe and optimize for particular actions with Fb advertisements. Extra is predicated on URL.
2. Making a Web site Customized ViewersA web site customized viewers matches individuals who go to your web site with individuals on Fb. You’ll be able to then create advertisements to indicate to that viewers. Extra.
Whenever you create a Web site Customized ViewersThat is the group of people that can probably see your advertisements. You assist affect this by adjusting age, gender, location, detailed focusing on (pursuits and behaviors), customized audiences, and extra. Extra for individuals who visited particular internet pages, you’ll must make this alternative.
3. Creating Customary Occasions with the Occasion Setup InstrumentIf in case you have the Fb pixel put in in your web site, you’ll be able to add customary occasions with none code utilizing the Occasion Setup Instrument. Extra.
Whenever you create an occasion primarily based on URL utilizing the Occasion Setup Instrument, the default logic will probably be “URL equals.”
4. Third-Occasion Instrument Integration.
You’ll see this exterior of the Meta-branded instruments as nicely. An instance is Google Tag Supervisor, which is a software that I take advantage of to handle the pixel. When making a web page view set off, you’ll must resolve between “URL equals” and “URL accommodates” there as nicely.
The Downside with URL Equals
Should you use “URL Equals,” the occasion will solely hearth when the URL equals precisely what you set into the textual content discipline.
Right here’s an essential clarification from Meta:
We solely depend a conversion when the URL precisely matches what you set within the URL discipline to your customized conversion. If somebody lands on a model of the URL with any further textual content past what’s pasted into the URL discipline (for instance, UTM parameters, http vs. https, and even an additional “/” on the finish) we received’t depend the conversion.
There are such a lot of potential points that may come up right here…
1. Mistyping: Should you typed manually and don’t add the closing “/” the occasion received’t hearth.
2. www: Does “www” truly seem within the URL? Whether or not or not you embrace it on this rule will matter.
3. SSL: If it’s potential that individuals can entry your web site through HTTP along with HTTPS, the occasion received’t at all times hearth.
4. UTM Parameters: Whether or not manually added or mechanically injected, the URL could also be reworked in order that it doesn’t match your guidelines.
There are such a lot of potential errors that may be made with this that “URL equals” ought to solely be utilized in particular instances when you already know that you simply wish to exclude any variations of the URL (often for testing functions).
Greatest Practices and URL Incorporates
Meta truly recommends that you simply use “URL accommodates.” Should you’ve been utilizing “URL equals” in any of the conditions outlined above, you might be doubtless dropping occasions.
Earlier than you set these up, comply with these steps…
1. Go By the Conversion Course of. Most advertisers will seize the URL for the affirmation web page with out a lot thought. However truly undergo the method of finishing a conversion to attainAttain measures the variety of Accounts Middle accounts (previously customers) that noticed your advertisements not less than as soon as. You’ll be able to have one account reached with a number of impressions. Extra that affirmation web page. Don’t assume what the URL will probably be.
2. Use “URL Incorporates.” Yeah, you knew that.
3. Seize the Minimal Portion of URL. Meta recommends utilizing “the minimal portion of the URL wanted to differentiate this web page from another pages in your web site.” The hazard of “URL accommodates” is that it may probably embrace a number of URLs. There’s a fairly easy answer for that.
This isn’t a great use of “URL accommodates”…
The above rule will seize any URL that has “thank-you” in it. This might conceivably embrace any affirmation web page in your web site in case you use “thank-you” on these pages.
area.com/thank-you/
area.com/product-1-thank-you/
area.com/weblog/why-you-should-say-thank-you/
area.com/thank-you-for-your-help/
However watch out. Let’s follow the instance of a affirmation web page that features “thank-you” in it. This wouldn’t resolve every thing both…
For a similar cause that this wouldn’t…
In each instances, there could possibly be a number of URLs that include that textual content, however with one thing totally different earlier than or after.
The answer, typically, is that this…
By including the “/” to either side, you make clear that there can’t be further textual content earlier than or after it. The one exception can be if that “thank-you” path may exist on a number of domains or subdomains wherein your pixel fires. If that’s the case, you’ll wish to embrace the area — and perhaps extra in case you run into the problem of subdomains (uncommon state of affairs).
Watch Video
I recorded a video about this, too. Test it out under…
Your Flip
Do you employ “URL accommodates” when creating your occasions and audiences primarily based on URL?
Let me know within the feedback under!
