How to Create a Conversion Campaign in Facebook

Originally published: August 02, 2019 10:40:18 PM, updated: March 07, 2021 10:28:06 PM

Facebook Conversion

Before I go with the steps required to create a Facebook conversion campaign, let’s start with the conversion definition. A conversion is an action that a site visitor takes, such as adding payment info, adding to cart, adding to wish list, completing registration, filling out the contact form, customizing product, donating, finding a location, and checking out.

Custom Conversion

To win a high conversion rate, you need to be a good player with the conversion rate optimization, and the best tools that you can rely on is Google Optimize – on the web, you can find many tools that can help achieve A/B and Multivariate testing, but Google optimizes highly recommended as I personally use it.

Tip If you want to learn how to integrate Facebook lead ads with MailChimp, here is the link

Now, let’s start with creating a conversion campaign on Facebook.

Step 1: Create and install the Facebook Pixel code. This can be done by going to the Facebook business manager and then select Pixel. Follow the steps of creating the Pixel and make sure it’s correctly installed on your website because it’s an essential part of creating a custom conversion. You may need to contact your website developer if you are not familiar with the integration process. The best practice for integrating the Facebook Pixel code is to use Google Tag Manager.

If you cannot handle this, I will be happy to help. Of course, free.

Facebook Pixel

Step 2: Create a custom conversion. As I mentioned above, custom conversion is the action you want to be achieved on your website. In Facebook, there is no code for the conversion, and the Pixel code will serve this. Once you have created your custom conversion, Facebook will start to track the conversions on your website.

Custom Conversion

Achieving the conversions is not an easy task, and you need to make sure that you have a conversion-oriented website design and development. Also, you can use some tools such as Hotjar to get details about the user behavior on your website. Tracking user behavior on your website will help you know what elements a user engaged with to optimize them and increase your conversion rate.

Step 3: Create a conversion campaign. Once you have finished the above two steps, you should start with the conversions campaign. During the steps of creating the campaign, you need to choose where you want to drive traffic, then select a Pixel or event to track conversions.

Conversion Campaign

Conversion Event

As appear in the image above, there is a created event to track users who visit the contact page. Facebook offers different conversion events that can help you achieve your goal. For example, if you want to track checking out on your website, you need to have a custom conversion for this event.


The Facebook website conversion objective helps you to grow your business. Whether you want page visits, sales, or another action, website conversion ads encourage people to go to your website and do something.

What can we integrate to automate your marketing activities?

New to Zoho MarketingHub or an existing user? We can help automate your entire marketing activities to generate more leads, convert them to customers, and retain them longer. Learn more about this Hub.