車輛廣告

汽車廣告 - 事件

汽車廣告使用的事件具有一組參數（事件參數詳細資訊的完整清單）。您可以在網站上使用 Facebook 像素，也可以在 Android 應用程式和 iOS 應用程式中使用行動應用程式事件。

標準與必要事件

  • 標準事件為可辨識的動作且適用於所有廣告產品。將這些關鍵動作的命名與分類標準保持一致，可提升廣告投遞效果，向廣告受眾中較可能採取對您業務至關重要動作的用戶顯示廣告。您可以在此查看標準事件的完整清單和最佳作法。
  • 必要事件 - 請參見下表。所有必要事件的程式碼範例為 Pixel、Android、iOS。
事件觸發時機程式碼範例

Search

在車輛/庫存車款搜尋的搜尋結果頁面上

Pixel | Android | iOS

ViewContent

在您想要追蹤關鍵內容瀏覽次數的網頁上。例如：車輛詳細資訊頁面、車款頁面、車輛優惠或獎勵頁面。

Pixel | Android | iOS

AddToWishlist

當有人珍藏特定車輛商品資訊、加到最愛或表示興趣時

Pixel | Android | iOS

網站專用的 Facebook 像素

這份指南會假設您已安裝 Facebook 像素。如尚未安裝，請參閱針對像素使用行銷 API。

注意事項

  • 請在觸發事件時，確定已載入像素基底程式碼。
  • 如果使用代碼管理工具，請務必將內含像素程式碼的標籤包含在每個網頁中。這個標籤應該顯示在內含像素事件程式碼的標籤前。
  • 請利用 Facebook 像素協助工具驗證您的像素實作方式。

Search 像素事件

    // This sample assumes the FB Pixel base code is already loaded

fbq('track', 'Search', {
      content_type: 'vehicle', // RECOMMENDED: If sent, it must be set to 'vehicle'
      content_ids: ['123'], // RECOMMENDED: array of vehicle IDs
      postal_code: '94025', // RECOMMENDED
      country: 'United States', // RECOMMENDED  don't use abbreviations
      make: 'Lexus', // RECOMMENDED
      model: 'ES', // RECOMMENDED
      year: '2017', // RECOMMENDED
      state_of_vehicle: 'CPO', // RECOMMENDED
      exterior_color: 'black', // RECOMMENDED
      transmission: 'automatic', // RECOMMENDED
      body_style: 'sedan', // RECOMMENDED
      fuel_type: 'gasoline', // RECOMMENDED
      drivetrain: 'awd', // RECOMMDENDED
      price: 1234.99, // RECOMMENDED, up to 2 decimals optional
      currency: 'USD', // REQUIRED if price and preferred_price_range is used, currency has to be the same for both price and preferred_price_range 
      preferred_price_range: '[10000,20000]' // Optional up to two decimals, min,max
});

ViewContent 像素事件

    // This sample assumes the FB Pixel base code is already loaded

fbq('track', 'ViewContent', {
      content_type: 'vehicle', // RECOMMENDED: If sent, it must be set to 'vehicle'
      content_ids: ['123'], // REQUIRED: array of vehicle IDs
      postal_code: '94025', // RECOMMENDED
      country: 'United States', // RECOMMENDED  don't use abbreviations
      make: 'Lexus', // RECOMMENDED
      model: 'ES', // RECOMMENDED
      year: '2017', // RECOMMENDED
      state_of_vehicle: 'CPO', // RECOMMENDED
      exterior_color: 'black', // RECOMMENDED
      transmission: 'automatic', // RECOMMENDED
      body_style: 'sedan', // RECOMMENDED
      fuel_type: 'gasoline', // RECOMMENDED
      drivetrain: 'awd', // RECOMMDENDED
      price: 1234.99, // RECOMMENDED, up to 2 decimals optional
      currency: 'USD', // REQUIRED if price and preferred_price_range is used 
      preferred_price_range: '[10000,20000]' // Optional up to two decimals, min,max
});

AddToWishlist 像素事件

// This sample assumes the FB Pixel base code is already loaded

fbq('track', 'AddToWishlist', {
      content_type: 'vehicle', // RECOMMENDED: If sent, it must be set to 'vehicle'
      content_ids: ['123'], // REQUIRED: array of vehicle IDs
      postal_code: '94025', // RECOMMENDED
      country: 'United States', // RECOMMENDED  don't use abbreviations
      make: 'Lexus', // RECOMMENDED
      model: 'ES', // RECOMMENDED
      year: '2017', // RECOMMENDED
      state_of_vehicle: 'CPO', // RECOMMENDED
      exterior_color: 'black', // RECOMMENDED
      transmission: 'automatic', // RECOMMENDED
      body_style: 'sedan', // RECOMMENDED
      fuel_type: 'gasoline', // RECOMMENDED
      drivetrain: 'awd', // RECOMMDENDED
      price: 1234.99, // RECOMMENDED, up to 2 decimals optional
      currency: 'USD', // REQUIRED if price and preferred_price_range is used 
      preferred_price_range: '[10000,20000]' // Optional up to two decimals, min,max
});

Android 行動應用程式事件

這份指南會假設您已在 Android 行動應用程式中實作 Facebook SDK。如果尚未實作，請參閱 Android SDK。如果使用成效衡量合作夥伴，請確認合作夥伴是否將必要事件傳遞給 Facebook。

Search Android 事件

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// RECOMMENDED: If sent, it must be set to 'vehicle'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "vehicle");

// RECOMMENDED: content ids - include eg top 5 search results
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "[\"123\", \"234\", \"345\", \"456\", \"567\"]"); // top search results

// RECOMMENDED: postal_code
parameters.putString("fb_postal_code", "94025");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: make
// Allows you to target people based on their search of a specific make
parameters.putString("fb_make", "Lexus");

// RECOMMENDED: model
// Allows you to target people based on their search of a specific make model
parameters.putString("fb_model", "ES");

// RECOMMENDED: year, in yyyy format
// Allows you to target people based on their search for vehicles manufactured from a specific year
parameters.putInt("fb_year", "2017");

// RECOMMENDED: state_of_vehicle
// Allows you to target people based on their search of specific type of vehicle
parameters.putString("fb_state_of_vehicle", "CPO");

// RECOMMENDED: exterior_color
parameters.putString("fb_exterior_color", "black");

// RECOMMENDED: transmission
parameters.putString("fb_transmission", "automatic");

// RECOMMENDED: body_style
// Allows you to target people based on their search of a vehicle body style
parameters.putString("fb_body_style", "sedan");

// RECOMMENDED: fuel_type
parameters.putString("fb_fuel_type", "gasoline");

// RECOMMENDED: drivetrain
parameters.putString("fb_drivetrain", "awd");

// RECOMMENDED: price
parameters.putInt("fb_price", 1234.99);

// RECOMMENDED: currency
parameters.putInt("fb_currency", 'USD');

// RECOMMENDED: preferred_price_range
parameters.putInt("fb_preferred_price_range", '[10000,20000]');

// Fire the 'Search' event on the search results page
logger.logEvent(AppEventsConstants.EVENT_NAME_SEARCHED,
  parameters

);

ViewContent Android 事件

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: content id of the vehicle that is shown
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "123");

// RECOMMENDED: If sent, it must be set to 'vehicle'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "vehicle");

// RECOMMENDED: postal_code
parameters.putString("fb_postal_code", "94025");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: make
// Allows you to target people based on their search of a specific make
parameters.putString("fb_make", "Lexus");

// RECOMMENDED: model
// Allows you to target people based on their search of a specific make model
parameters.putString("fb_model", "ES");

// RECOMMENDED: year, in yyyy format
// Allows you to target people based on their search for vehicles manufactured from a specific year
parameters.putInt("fb_year", "2017");

// RECOMMENDED: state_of_vehicle
// Allows you to target people based on their search of specific type of vehicle
parameters.putString("fb_state_of_vehicle", "CPO");

// RECOMMENDED: exterior_color
parameters.putString("fb_exterior_color", "black");

// RECOMMENDED: transmission
parameters.putString("fb_transmission", "automatic");

// RECOMMENDED: body_style
// Allows you to target people based on their search of a vehicle body style
parameters.putString("fb_body_style", "sedan");

// RECOMMENDED: fuel_type
parameters.putString("fb_fuel_type", "gasoline");

// RECOMMENDED: drivetrain
parameters.putString("fb_drivetrain", "awd");

// RECOMMENDED: price
parameters.putInt("fb_price", 1234.99);

// RECOMMENDED: currency
parameters.putInt("fb_currency", 'USD');

// RECOMMENDED: preferred_price_range
parameters.putInt("fb_preferred_price_range", '[10000,20000]');

// Fire the 'ViewContent' event on the vehicle details or other specific content page
logger.logEvent(AppEventsConstants.EVENT_NAME_VIEWED_CONTENT,
  parameters

);

AddToWishlist Android 事件

Bundle parameters = new Bundle();
// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY

// REQUIRED: content id of the vehicle that is added to wishlist
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_ID, "123");

// RECOMMENDED: If sent, it must be set to 'vehicle'
parameters.putString(AppEventsConstants.EVENT_PARAM_CONTENT_TYPE, "vehicle");

// RECOMMENDED: postal_code
parameters.putString("fb_postal_code", "94025");

// RECOMMENDED: country
parameters.putString("fb_country", "United States");

// RECOMMENDED: make
// Allows you to target people based on their search of a specific make
parameters.putString("fb_make", "Lexus");

// RECOMMENDED: model
// Allows you to target people based on their search of a specific make model
parameters.putString("fb_model", "ES");

// RECOMMENDED: year, in yyyy format
// Allows you to target people based on their search for vehicles manufactured from a specific year
parameters.putInt("fb_year", "2017");

// RECOMMENDED: state_of_vehicle
// Allows you to target people based on their search of specific type of vehicle
parameters.putString("fb_state_of_vehicle", "CPO");

// RECOMMENDED: exterior_color
parameters.putString("fb_exterior_color", "black");

// RECOMMENDED: transmission
parameters.putString("fb_transmission", "automatic");

// RECOMMENDED: body_style
// Allows you to target people based on their search of a vehicle body style
parameters.putString("fb_body_style", "sedan");

// RECOMMENDED: fuel_type
parameters.putString("fb_fuel_type", "gasoline");

// RECOMMENDED: drivetrain
parameters.putString("fb_drivetrain", "awd");

// RECOMMENDED: price
parameters.putInt("fb_price", 1234.99);

// RECOMMENDED: currency
parameters.putInt("fb_currency", 'USD');

// RECOMMENDED: preferred_price_range
parameters.putInt("fb_preferred_price_range", '[10000,20000]');

// Fire the 'AddToWishlist' event on the vehicle details or other specific content page
logger.logEvent(AppEventsConstants.EVENT_NAME_ADDED_TO_WISHLIST,
  parameters

);

iOS 行動應用程式事件

這份指南會假設您已在 iOS 行動應用程式中實作 Facebook SDK。如果尚未實作，請參閱 iOS SDK。如果使用成效衡量合作夥伴，請確認合作夥伴是否將必要事件傳遞給 Facebook。

Search iOS 事件

// Fire the 'Search' event on the search results page  
[FBSDKAppEvents logEvent:FBSDKAppEventNameSearched

// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{
    // RECOMMENDED: If sent, it must be set to 'vehicle'
    FBSDKAppEventParameterNameContentType : @"vehicle",
    // RECOMMENDED: content ids - include eg top 5 search results
    FBSDKAppEventParameterNameContentID : @"[\"123\", \"234\", \"345\", \"456\", \"567\"]",

    // RECOMMENDED: postal_code    
    @"fb_postal_code" : @"94110",

    // RECOMMENDED: country
    @"fb_country" : @"US",
    
    // RECOMMENDED: make    
    // Allows you to target people based on their search of a specific make
    @"fb_make" : @"Toyota",
    
    // RECOMMENDED: model
    // Allows you to target people based on their search of a specific make model
    @"fb_model" : @"Camry",
    
    // RECOMMENDED: year, in yyyy format
    @"fb_year" : @"2015", 
        
    // RECOMMENDED: state_of_vehicle
    // Allows you to target people based on their search of specific type of vehicle
    @"fb_state_of_vehicle" : @"CPO",
    
    // RECOMMENDED: exterior_color
    @"fb_exterior_color" : @"black", 
    
    // RECOMMENDED: transmission
    @"fb_transmission" : @"automatic",
    
    // RECOMMENDED: body_style
    // Allows you to target people based on their search of a vehicle body style
    @"fb_body_style" : @"Sedan",
    
    // RECOMMENDED: fuel_type
    @"fb_fuel_type" : @"gasoline", 
    
    // RECOMMENDED: drivetrain
    @"fb_drivetrain" : @"awd", 
    
    // RECOMMENDED: price
    @"fb_price" : @18000, 
              
    // RECOMMENDED: currency
    @"fb_currency" : @"USD",

    // RECOMMENDED: preferred_price_range
    @"fb_preferred_price_range" : @"[10000,20000]",
    }
  ];

ViewContent iOS 事件

// Fire the 'ViewContent' event on the search results page  
[FBSDKAppEvents logEvent:FBSDKAppEventNameViewedContent

// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{
    // REQUIRED: content ids for vehicle shown
    FBSDKAppEventParameterNameContentID : @"123",  

    // RECOMMENDED: If sent, it must be set to 'vehicle'
    FBSDKAppEventParameterNameContentType : @"vehicle",

    // RECOMMENDED: postal_code    
    @"fb_postal_code" : @"94110",

    // RECOMMENDED: country
    @"fb_country" : @"US",

    // RECOMMENDED: make
    // Allows you to target people based on their search of a specific make
    @"fb_make" : @"Toyota",
    
    // RECOMMENDED: model
    // Allows you to target people based on their search of a specific make model
    @"fb_model" : @"Camry",
    
    // RECOMMENDED: year, in yyyy format
    @"fb_year" : @"2015", 
    
    // RECOMMENDED: body_style
    // Allows you to target people based on their search of a vehicle body style
    @"fb_body_style" : @"Sedan",
    
    // RECOMMENDED: state_of_vehicle
    // Allows you to target people based on their search of specific type of vehicle
    @"fb_state_of_vehicle" : @"CPO",  
    
    // RECOMMENDED: exterior_color
    @"fb_exterior_color" : @"black", 
    
    // RECOMMENDED: transmission
    @"fb_transmission" : @"automatic",  
    
    // RECOMMENDED: fuel_type
    @"fb_fuel_type" : @"gasoline", 
    
    // RECOMMENDED: drivetrain
    @"fb_drivetrain" : @"FWD", 
    
    // RECOMMENDED: price
    @"fb_price" : 18000, 
              

    }
  ];

AddToWishlist iOS 事件

// Fire the 'AddToWishlist' event on the search results page  
[FBSDKAppEvents logEvent:FBSDKAppEventNameAddedToWishlist

// IF YOU CHOOSE NOT TO USE A RECOMMENDED PARAM, THEN REMOVE IT, DON'T LEAVE IT EMPTY
  parameters:@{
    // REQUIRED: content id of vehicle added to wishlist
    FBSDKAppEventParameterNameContentID : @"123",  

    // RECOMMENDED: If sent, it must be set to 'vehicle'
    FBSDKAppEventParameterNameContentType : @"vehicle",

    // RECOMMENDED: postal_code    
    @"fb_postal_code" : @"94110",

    // RECOMMENDED: country
    @"fb_country" : @"US",
    
    // RECOMMENDED: make
    // Allows you to target people based on their search of a specific make
    @"fb_make" : @"Toyota",
    
    // RECOMMENDED: model
    // Allows you to target people based on their search of a specific make model
    @"fb_model" : @"Camry",
    
    // RECOMMENDED: year, in yyyy format
    @"fb_year" : @"2015", 
    
    // RECOMMENDED: body_style
    // Allows you to target people based on their search of a vehicle body style
    @"fb_body_style" : @"Sedan",
    
    // RECOMMENDED: state_of_vehicle
    // Allows you to target people based on their search of specific type of vehicle
    @"fb_state_of_vehicle" : @"CPO",  
    
    // RECOMMENDED: exterior_color
    @"fb_exterior_color" : @"black", 
    
    // RECOMMENDED: transmission
    @"fb_transmission" : @"automatic",  
    
    // RECOMMENDED: fuel_type
    @"fb_fuel_type" : @"gasoline", 
    
    // RECOMMENDED: drivetrain
    @"fb_drivetrain" : @"FWD", 
    
    // RECOMMENDED: price
    @"fb_price" : 18000, 
              

    }
  ];

像素和應用程式事件參數

儘管各家汽車廣告商的目標可能各有差異，網站的自訂追蹤需求也不盡相同，我們仍歸納出汽車網站最常見的動作和 KPI，據此在以下提供一些建議的參數。

參數是標準事件的子集，用於追蹤每個動作的其他相關資訊。舉例來說，若您正在追蹤車輛詳細資料頁面（VDP）上的 ViewContent 事件，則每次有人瀏覽車輛詳細資料頁面時，您便可利用參數同時擷取汽車廠牌、車款、年份等資訊。

雖然一般像素設定的參數是選用項目，但一些特定參數對於汽車廣告卻是必要的。我們建議（至少）加上這些內容，現在或將來就可以更輕鬆地設定 DAA。

應用程式事件參數規格

  • 在行動裝置上，參數名稱和 Facebook 像素的參數名稱不同。通常前面會加上 fb_，但有少數例外，例如 content_ids 相對於 fb_content_id、value 相對於 _valueToSum。
  • 傳送多個值（例如使用 content_ids 或 content_type）時，其會提供 JSON 編碼的值陣列：["value1", "value2"]。注意：請勿以逗號串連各值。
欄位和類型說明

event_name

類型：字串

若為 Search、ViewContent、AddToWishlist，則為必要參數。

預先定義的事件名稱，可讓您衡量行銷活動的成效，並瞭解廣告受眾的意圖。

content_ids

類型：字串陣列

若為 ViewContent、AddToWishlist，則為必要參數。若為 Search，則為建議參數。

您的車輛目錄中列出的相關編號。

範例：['123', 456]

content_type

類型：字串

若為 Search、ViewContent、AddToWishlist，則為建議參數。

產品或內容類型。支援的值：value。

postal_code

類型：字串

建議使用。

車輛所在位置的郵遞區號。

範例：94112

country

類型：字串

建議使用。

車輛所在位置的國家／地區名稱。

範例：New Zealand

make

類型：字串

建議使用。

車輛廠商/品牌/製造商。

範例：Ford、Toyota、Honda

model

類型：字串

建議使用。

車款。

範例：F-150、Camry、Accord

year

類型：整數

建議使用。

車輛上市年份，格式是 yyyy（西元年）。

範例：2013

state_of_vehicle

類型：列舉

建議使用。

必要資訊，用以註明車輛為新車或二手車。支援的值：New、Used、CPO

mileage.value

類型：整數

建議使用。

車輛行駛里程數（公里或英里）；新車為零（0）。

範例：5000

mileage.unit

類型：字串

建議使用。

里程數單位為英里（MI）或公里（KM）

exterior_color

類型：字串

建議使用。

車輛外觀顏色。

範例：black、blue、white 等

transmission

類型：列舉

建議使用。

車輛傳動類型。支援的值：Automatic、Manual、Other

body_style

類型：列舉

建議使用。

車身樣式。支援的值：Convertible、Coupe、Hatchback、Minivan、Truck、SUV、Sedan、Van、Wagon、Crossover、Other

fuel_type

類型：列舉

建議使用。

車輛燃料類型。支援的值：Diesel、Electric、Flex、Gasoline、Hybrid、Other

drivetrain

類型：列舉

建議使用。

車輛傳動系統。支援的值：AWD、FOUR_WD、FWD、RWD、TWO_WD、Other

price

類型：浮點數

建議使用。

車輛價格。

範例：8000

preferred_price_range

類型：[浮點數（最小）, 浮點數（最大）]

建議使用。

車輛價格範圍。

範例：[8000, 12000]

currency

類型：字串

建議使用。

price 和 price_range 所使用的幣別。使用 ISO 4217 幣別格式，例如 “USD”。

trim

類型：字串

建議使用。

車輛裝飾。

範例：5DR HB SE

vin

類型：字串

建議使用。

車輛識別號碼。字元數上限：17

範例：KL9CD9S99EC111111

interior_color

類型：字串

選用。

車輛內裝顏色。

範例：Black、White、Blue 等

condition_of_vehicle

類型：列舉

選用。

車輛狀態。支援的值：Excellent、Good、Fair、Poor、Other。

viewcontent_type

類型：字串

對於 ViewContent 為選用項目。

使用 viewcontent_type 區分潛在顧客連結頁面。

範例：Model Page、Offers Page

search_type

類型：字串

對於 Search 為選用項目。

使用 search_type 區分其他用戶搜尋（例如經銷商查詢）與庫存搜尋。

範例：Dealer Locator

registriation_type

類型：字串

對於 CompleteRegistration 為選用項目。

使用 registriation_type 區分網站上不同類型的客戶註冊。

範例：Brochure request