Tracking Conversions through Outgrow Content using Facebook Pixel

This section outlines the steps you need to follow to start tracking events and behavior of users on your calculators and quizzes using Facebook Pixel.

How to connect my Facebook Pixel account to track events in my Outgrow Content?

1. To start the setup process you'll need to find your Facebook Pixel Id first. You need to sign in to your Facebook Advertisement account, and then you need to click on the Pixel tab.


2. Once the Pixel dashboard opens up, you need to select an account from the dropdown.


3. Copy your respective Pixel Id from your Facebook account and head over to the Configure section of the calculator or quiz whose events you want to track in Facebook Pixel. Add the Pixel Id you copied to Facebook Pixel Tracking id field under General & SEO settings section.


4. To track custom events, you need to make sure that “Customize FB Pixel Events” is toggled on.


5. Once you scroll down, you can see configuration options for tracking events in Welcome Page, Questions and Results Page. The process of tracking is the same in all 3 categories. For the purpose of explanation, let’s take the example of the results page. In the results page, you can track 2 types of events - if someone has viewed the results page, and if someone has submitted the lead form. If you want to assign both the events separately, you need to assign Facebook events to both of these calculator events.

In this example, if someone has viewed the results page, the FB event that will fire is ViewContent. If someone submits the lead form, the FB event that will fire is Lead. You can choose any FB event that you want.

To clearly separate the events according to experiences, it’s helpful to give all events in a particular experience a unique tag. In this example, we have tagged both the events as “2020_roi_calculator”. It’s also good to assign different values to each event inside an experience since this helps you to segment your events even further. In this example, we have given the 2 events values of 50 and 100 respectively. You can give any value that you want.


6. Once the calculator or quiz has been made live, go to Facebook Ad Manager and create a campaign which takes people to the URL of the calculator or quiz.


To track how many people viewed the results page and clicked on the result page, go to the Ad Group and select Customize Columns from the Columns dropdown.

7. Once the popup comes up, go to Conversions > Standard Events from the left panel and select “Checkouts Initiated” and “Leads” (these are the 2 FB events we had selected in the calculator in Step 3. Then, click on Apply.


8. Now, when you scroll the ad group window to the right, you’ll be able to see the metrics for Leads and Content Views.



Important Note

A. For Facebook Pixel, Category and Action fields are required and label and Value fields are optional. Value takes whole numbers only and all other fields are text. One example Category: Guides; Action: Download-SEO, Event label: SEO Guide, Value: 15. Make sure to use consistent names for categories, actions, and labels.

B. For Facebook Pixel related Events Tracking to effectively work, you need to make sure that you use .US link and not .Co link. Facebook Pixel Tracking via Outgrow will not work on .Co links.

Create a custom conversion for your calculator or quiz

Using custom conversions, you can optimize and track for specific actions using events that happen on your calculator or quiz. As mentioned earlier, the following events get tracked when you add the Facebook pixel to your Outgrow calculator or quiz -:

A. Page View
B. Landing CTA Clicked
C. Lead Form Submitted
D. Result CTA Clicked


Here is what you need to do to create a custom conversion in Facebook Pixel:

A. Click on Create Conversion on Facebook Pixel information page.


B. Define the rule for your custom conversion. Select the event type for the rule and then select the event from the list of events.


C. You can choose any of these events depending on the objective of your campaign. For example, if your objective is lead generation then choose the event Lead.


D.Add the tag you specified in the Outgrow configuration section and add the value of the event you want to track (continuing from the above example, we have specified the tag as 2020_roi_calculator and the value for Lead as 100). Lastly, give a name to the custom conversion and click Create.


Your custom conversion is ready to be used in Facebook ad campaigns.

Checking if Pixels are firing or not

Once you have configured Facebook Pixel, you can keep a track of whether the respective Pixel is firing or not. You can navigate to Events Manager in your Facebook Ad Account, and click on the Overview tab here. You will be able to see more details about the different Pixels configured here in this section.


Here you can learn more about how to exclude a Website Custom Audience from your campaign.

Segmenting Audience using Custom Facebook Pixel on the basis of option selected in a Question

To create an Audience based on the answer received for a specific question, you need to first ensure that the event type is set up as Track Custom. In the Tag field, you need to add the variable for {QX}, where X will be the question number for the question depending on whose value the pixel will be fired.


Once the user will choose the appropriate value for the respective question, direct Custom Events will be fired automatically.


Firing a Custom Even on the basis of an Outcome

In case you would like to fire a custom pixel on the basis of an Outcome, you need to choose Result Page View or CTA as the Event Type, and then in the Event Value field specify { OutcomeX}, where X is the outcome number. You can go ahead and segment the pixel at your end accordingly.



{R1} works in VALUE field but when you want to display the text, it should be in the TAG Value field and not in the VALUE field, just like the above example.

Important thing to keep in mind related to event appearance under Events Tab

If your events do not appear in the Test events tab within one minute, try the following steps to start seeing events:

1. Pixel troubleshooting.

2. Disable any ad blockers you are using.

3. Refresh your website and try interacting with it again.

4. App troubleshooting.

5. Force quit your app on your phone, then restart it.

6. Make sure that you're logged in to the Facebook app on your phone.



You can learn more about how to start tracking Events and Behavior of users on your Outgrow Content using Facebook Ads manager here.

Feel free to reach out to us at [email protected] in case you have any questions or concerns. We will be happy to assist you further.