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Adding a Pixel to Your Crowdfunding Project & Teaser Page
This only works for projects launching on BackerKit at this time.
Pre-requisites:
- Have at least a draft crowdfunding campaign set up on backerkit.com
- Have a Meta business account with Ads Manager set up
Setting Up the Meta Pixel
The Meta Pixel is a piece of code that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can learn more about the Meta Pixel and what it does here.
- Create the Meta Pixel (see instructions on this page)
- After you create and name your Pixel, share it with your ad account: Go to Business Settings >> Data Sources >> Datasets and select your dataset/pixel, then click “Assign Assets” to find and select your ad account(s).
- Go back to your BackerKit Crowdfunding project settings under Project Details >> Analytics >> Meta Pixel and input your Pixel ID. Save it!
Now, Page View events will be sent to your pixel when your campaign goes live. Additionally, teaser page signups (contacts) will be tracked on your associated teaser pages.
Note: It may take 24-48 hours for data to flow through to Facebook.
Lead Gen Setup
- First, make sure you've added your pixel ID to your project (under Project Details >> Analytics >> Meta Pixel). This will automatically apply to any teaser pages associated with your project.
In Meta, to set up lead gen ads, use the Leads campaign objective.
- In the Ad Set, select the following:
- Dataset: Your Pixel
- Conversion event: Contact
- On the ad level, make sure “instant form” is not selected since you are collecting emails on the teaser page directly.
Referral Tags (recommended)
We strongly recommend using custom ref tags to track signup data.
How to create a Ref Tag: Copy the URL and add ?ref=your-ref-tag-here to the end of the URL.
Please Note:
The number of leads reported by Facebook is not expected to match the number of signups on your teaser page.
To determine your true CPL (cost per lead), divide ad spend amount by the number of signups listed on your teaser page.
If you are using a pixel helper to check for pixel on the teaser page, the event may not show up for individuals who are already logged into the BackerKit site and click “follow” rather than being prompted to enter an email address. If you have a redirect set up after signup, you are also unlikely to see the event in the pixel helper.
- If you are not seeing the Pixel and/or the Conversion event in the drop down, make sure both the pixel dataset is shared with the Facebook account you are building the ads in.
Live Ads Setup
In order to track Purchases (or pledges in our case), you will need to set up a Custom Conversion Event. Note: The project must be live before the custom conversion event can be set up (otherwise you cannot select “Purchase” for the event).
Go to your Business settings, Datasets
- Find the Dataset (Pixel) you want to use for this project
- Click Open in Events Manager (upper right corner)
- Then Create > Create Custom Conversion
- In the pop-up, use the following settings:
- Name: Give it a name that you will recognize and be able to distinguish from the other Conversion events later
- DataSource: the pixel you set up
- Action Source: website
- Event: Purchase
- Rules
- Use URL > Contains
- Input /pledges/ and /your-project-slug/ (replace the text “your-project-slug” with the unique portion of your actual project URL) – example: for project https://www.backerkit.com/c/projects/dragonsteel/words-of-radiance-leatherbound, it would be /words-of-radiance-leatherbound/
- After you create your custom conversion event, share it with your ad account. Go to Business Settings > Data Sources > Datasets and select your custom conversion, then click “Assign Assets” to find and select your ad account(s).
- Once you have the above set up, when you start building your ads:
- Campaign Level: select Sales as your Campaign Objective in Meta
- Ad Set level:
- Dataset: your pixel
- Conversion event: your custom conversion event
- We strongly recommend using custom ref tags to track which ads are most effective.