Building A Facebook eCommerce Funnel

Facebook has become one of the go-to platforms for generating traffic for eCommerce stores and dropshipping stores of all sizes with its level of interest-based and location-based targetting the Facebook ads platform can drive regular, affordable traffic.


While many businesses are still using post boosting and essential Facebook advertising to reach more users, the real power of the Facebook ad platform comes from the unique data you can collect when connecting your site with Facebook.

You can connect your site to Facebook using a nifty little script called the Facebook pixel, which helps Facebook identify users coming to your website and help you create advertising campaigns.


The Facebook pixel

While you can install the basic Facebook pixel that will track page views of Facebook users on your site, to get the most out of your pixel, you need to train it by providing more data points. As an eCommerce site, you can add the following event tracking that will give Facebook more context as to what users do on your website.


● Search for a product

●  Add to wishlist

●  Add to basket/cart

●  Customize product

●  Purchase

●  Subscribe to subscription


For a list of Facebook event tracking with their commands, you can check out the complete list here.


Creating eCommerce event tracking

You can implement the event tracking by hard coding the script into the pages applicable to the data you need. If you do t have a developer on hand their are plugins for Shopify and WordPress that will do the work for you and if you're not using one of those CMS's you can still set up everything using Google tag manager.


Once you've placed the relevant scripts on your site, it will take some time to populate the data, and you cannot backdate old data, it will only collect data go forward.


So be patient, as the data populates your an then use it to optimize your campaigns like never before and spend your money effectively on the right consumers.


Optimizing campaigns based on data

As the data begins to populate, you will be able to attribute these events to the various campaigns you are running. You can see which messaging and which audiences will get you to a certain point in the funnel and reconfigure your campaigns.


For example, one campaign could be aimed at getting users to sign up to your site or email database as it targets a more broad audience.


While those who have visited your site and added a product to the basket will get a distinct remarketing campaign of the product or a voucher or pitch for free delivery, having the right contextual messaging will give you greater agility and granularity and encourage the right users to return to your site and make their purchase.


Remember, when creating these campaigns you also need to be aware fo frequency caps, so you don't bombard users with ads or pay to reach users who are not going to be convinced by your ads.


Facebook eCommerce funnels

Creating effective eCommerce traffic funnels with Facebook as your primary source of leads will take time. Still, it does give you a level of granular targetting you won't quickly get anywhere else. You can then start creating campaigns and collecting more data on each campaign to refine them over time and push users through the funnel faster to get them to purchase.


In the future, you can also combine this with an effective CRM strategy by setting up email drip campaigns with a tool like mailchimp.


When adding more touchpoints in your funnel in the correct places, you can reduce the number of users slipping out of your interest funnel and turn them into sales more often.


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