Facebook – Making advertising measurable

Anyone who advertises on Facebook naturally wants to know which campaigns are successful and which need to be optimised. Precise tracking is essential for this to work. In this guide, you will learn how to set up your Facebook tracking correctly.

Where would you like to measure your results?

Choose where your advertising should lead and where you want to measure user behaviour:

1.) I have integrated the BOTTIMMO widgets on my website and want to measure them.

All tracking options are available to you on your website:

✅ UTM parameters → Easiest method for tracking in BOTTIMMO and ideal for analysis in Google Analytics.

✅ Cookies (Facebook Pixel) → Enables detailed tracking and retargeting within Facebook.

✅ Conversion API → Complements or replaces pixel tracking and ensures more reliable measurement.

2.) I use the landing pages provided by BOTTIMMO (your-shortcode.immowissen.org) and want to measure results there.

The following tracking options are available:

✅ UTM parameters → Easiest method for tracking in BOTTIMMO and ideal for analysis in Google Analytics.

✅ Conversion API → Enables direct (encrypted) data transfer from BOTTIMMO to Facebook, independent of cookies.

⚠️ Important notes for tracking on BOTTIMMO landing pages:

Tracking of landing pages with cookies/Facebook Pixel is not possible!

Facebook requires that the pixel is installed on a verified company domain. Since the BOTTIMMO landing pages run on immowissen.org, verification by you is not possible.

ℹ️ Solution:

Use UTM parameters or the Conversion API on the landing pages.
Alternatively, direct your ads to your own website with BOTTIMMO widgets to additionally use the Facebook Pixel there.

All tracking options at a glance:

Option 1: Tracking via UTM parameters (simple solution for basic tracking)

UTM parameters are small additions to your URL that allow you to track where your visitors come from.

👉 Example: https://www.meine-seite.de/?utm_source=facebook&utm_medium=ad&utm_campaign=herbstaktion

Option 2: Cookie-based tracking (Facebook Pixel) (ideal for retargeting & detailed analysis)

The Facebook Pixel is a code snippet you place on your website to track user actions. This allows you to measure page views and incoming leads (conversions). To ensure optimal tracking, you can use our tracking template or get support from one of our partners.More information here.

ℹ️ Suitable for: Anyone who wants detailed analysis and retargeting and has access to the code of their own website.

Option 3: Tracking via Facebook Conversion API (supplements or replaces Facebook Pixel)

The Conversion API enables direct and encrypted data transfer from BOTTIMMO to Meta (Facebook). This makes it possible to measure advertising actions more precisely. Facebook recognises whether a user who has seen your advert then performs a desired action (e.g. downloading a BOTTIMMO lead magnet).

ℹ️ Suitable for: Businesses that want more precise advertising measurement and do not want to rely solely on cookies.

How to activate the Conversion API:

Overview of steps:

Set up Business Manager
Verify domain
Prepare pixel
Prioritise events

1. Set up Facebook Business Manager

To run Facebook advertising successfully, we recommend using the Facebook Business Manager. It serves as a cockpit for setting up and managing all your actions.

Here you can set up your Facebook Business Manager. When doing so, please make sure to link your Facebook business page and add an ad account with a valid payment method.
Afterwards, you are ready for the next step.