Dearest Marketing Mages—
So we're getting ready to implement some tracking via Facebook pixel in TNEW. I've done the requisite searching about implementation, whether it be via system tables or the TNEW, but I'm curious about what kind of data you all are getting back from this Facebook pixel?
Noob alert—while I understand that a pixel is involved in tracking, I don't really fully get what data the Facebook pixel is returning, tracking, etc.
For instance—does it return any transactional data on what we hope is a purchase? Part of me is thinking about utilizing a promo code embedded in a link in tandem with the pixel to get a fuller picture.
So I'm curious what folks who are using Facebook pixels are getting back in terms of actual data, and if I'm on the right track with source/promo codes in getting a picture not only of click-throughs and time spent on the page, but actual transaction data like dollars spent and productions purchased.
Thank you!
Brian Jones
We're not on TNEW but I implemented the Facebook Tracking Pixel on our website a couple months ago. From the data I'm looking at now, it only tracks basic stuff (which I can better track in Google Analytics):
So far I've only used the pixel data for one ad - anyone who visited our site in the past 14 days - but I'm hoping to try out another ad soon that is a little more advanced. Maybe someone who went to our current special exhibition page but didn't make it to the receipt page of a ticketing transaction.
I'm really geeking out about Facebook's Custom Audiences - pulling in an Excel list exported from Tessitura and targeting those people - over the pixel audience.
Have fun!Eric
Eric Mueller, Digital Marketing ManagerScience Museum of Minnesota
Hi Brian,
We're on TNEW and have the Facebook pixel implemented using Tag Manager. There are two tags in our setup:
All pages except receipt.aspx: simple PageView event
Only receipt.aspx: combination of PageView and Purchase event. The Purchase event passess over the full order amount ($) and currency type (AUD).
TNEW uses Google's standard ecommerce data layer, so you can pull out more if you like: http://www.tessituranetwork.com/tn_express_web_user_guide/TNEW.htm#Topics/Web_Analytics_and_Tracking_Codes.htm
I did plan on sending over more data to Facebook so I could use the Product Catalog on dynamic ads: https://developers.facebook.com/docs/marketing-api/dynamic-product-ads/product-catalog/v2.8
I hit some snags in getting the product feed out of Tess so just gave up. Wouldn't be impossible though, and would certainly amplify your Facebook ad spend...
Happy to send over my Tag Manger setup if you want it.
Best
dgh
I did some more work on our Facebook pixel tracking and have figured out a way to pass product IDs into Facebook when a conversion event occurs, which allows you to generate custom audiences in Facebook based on what someone actually purchased. For example, I want to exclude everyone who purchased product IDs xxxx. Or I want to create a lookalike audience based on people who purchased xxxx.
Previously we were doing exports from Tessitura and manually uploading the data as a custom audience. This has saved us loads of time!
Happy to share the setup if anyone would like it. Drop me a note.
Note drop
Would love to see your setup David! Please email jbramley@aucklandmuseum.com. Thanks
I'd love to see it too! klinek@sigtheatre.org
I would also love to see this setup! shirtzel@ybca.org
Hi, I would like to see your setup as well! taccurso@galloarts.org
I would also love to see this. bpatterson@shakespearetheatre.org
I would be interested in seeing this as well. Thanks, in advance! aroark@calmt.com
Dear David: Would love to see your set up for the Facebook pixel - llorenz@fords.org. Thank you!