With Tracking Specs, you log actions taken by people on your ad. This feature does not optimize ads delivery for an action nor does it charge your ads account based on that action occurring.
In Marketing API v2.3 and earlier, Conversion Specs are ad settings for Optimized CPM. They optimizes ad delivery for specific actions and show those actions in conversion reports. After v2.4, conversion_specs
is read-only. Use the optimization_goal
on ad set to select ad delivery optimization.
Use with any bid type and creative. To specify tracking specs, you need an additional field in an ad, named tracking_specs
. The tracking_specs
field takes arguments identical to action spec. To create an ad, see ad creation.
For the following ad objectives, default tracking specs apply. If you change to the default spec, it will be appended to the existing spec rather than overwriting the existing one.
If your objective is NONE
or App Install/Engagement Ads
, the default tracking specs will be overwritten. If you want to have the defaults you must add them to your custom specs.,
You can use both string or array notation in the spec such as 'APPLICATION_ID'
or ['APPLICATION_ID']
.
billing_event=IMPRESSIONS
, optimization_goal=IMPRESSIONS
billing_event=CLICKS
, optimization_goal=CLICKS
billing_event=IMPRESSIONS
, optimization_goal
set to an actionbilling_event
and optimization_goal
set to an actionObjective | Creative, Bid type | Tracking Spec | Description |
---|---|---|---|
CANVAS_APP_ | Canvas app engagement ads with | [{'action.type': | See app_engagement and post_engagement meta specs |
CANVAS_APP_ | Canvas app install ads with optimization not set to | [{'action.type': | See app_engagement and post_engagement meta specs |
CONVERSIONS | Page post link and photo ads with | {'action.type': | Post Engagement, Page Like specs. Number of link clicks on the specific page post if there is only one link, number of engagements on the post, and number of times users generate stories or engage with a page |
CONVERSIONS | Page post link and photo ads with optimization not set to | {'action.type': | Conversions, Post Engagement, Page Like specs. Number of link clicks on the specific page post if there is only one link, number of engagements on the post, and number of times users generate stories or engage with a page |
CONVERSIONS | Domain ads with | {'action.type': | Page Likes, Link Clicks specs. Number of link clicks on the specific page post if there is only one link, number of engagements on the post, and number of times users generate stories or engage with a page. |
CONVERSIONS | Domain ads with optimization not set to | {'action.type': | Conversion, Page Likes, Link Clicks specs. Number of link clicks on the specific page post if there is only one link, number of engagements on the post, and number of times users generate stories or engage with a page. |
EVENT_RESPONSES | Event ads with optimization not set to | [{'action.type':'rsvp' , | Number of RSVPs (yes, maybe, no) to an event. |
EVENT_RESPONSES | Event ads with | empty (conversion spec will cover the tracked actions) | Number of RSVPs (yes, maybe, no) to an event. |
LINK_CLICKS | Page post link and photo ads with any bid option | {'action.type': | Post Engagement. |
LINK_CLICKS | Domain ads with | {'action.type':'like', | Page likes. |
LINK_CLICKS | Domain ads with optimization not set to | {'action.type': | Website Click, Page Likes. |
MOBILE_APP_ | Mobile app engagement ads with any bid option | {'action.type': | See post_engagement meta spec. Also, number of times an app event occurs. |
MOBILE_APP_ | Mobile app install ads with any bid option | {'action.type': | See post_engagement meta spec. Also, number of times users install the app through a mobile app install ad if there is an iOS/Android version and the number of times an app event occurs. |
NONE | Any ad type | ||
PAGE_LIKES | Page Like ads or page post ads with any bid option | {'action.type': | See Page Engagement meta spec |
POST_ENGAGEMENT | Page post ads with optimization not set to | {'action.type': | See Page Post Engagement meta spec |
POST_ENGAGEMENT | Page post ads with | empty | See Page Post Engagement meta spec |
POST_ENGAGEMENT (testing) | any | {'action.type': | A small percentage of this kind of ads has |
PRODUCT_ CATALOG_SALES | {'action.type': 'post_engagement', 'page': PAGE_ID, 'post': POST_ID} | Number of link clicks on the specific page post if there is only one link, number of engagements on the post, number of times users generate stories or engage with a page. You can specify a product set that is different from the product set in the promoted object but the default is the product set specified in the promoted object. |
You can specify multiple types of actions on a single object using a single spec.
Object | Conversion Spec | Description |
---|---|---|
Application | {"action.type":["app_engagement"], "application":["APPLICATION_ID"]} | Number of times users generate stories |
Page | {"action.type":["page_engagement"], "page":["PAGE_ID"]} | Number of times users perform any of the following actions in the context of the specified page: checkin, comment, follow, like, page post like, mention, post on page, share a post, answer a question. Plus the number of times users perform any of the following actions in the context of the specified page: click a link, view a photo, play a native FB video. |
Page Post | {"action.type":["post_engagement"], "post":["POST_ID"], "page":["PAGE_ID"]} | Number of times users perform any of the following actions in the context of the specified post: comment, follow question, like, share, answer question. Plus the number of times users perform any of the following actions: click a link, page like, view photo, play a video hosted on Facebook or an inline Youtube video play. For non embedded videos use link_click. |
To define your own tracking specs, use the action spec framework. See the Action Specs, Reference.
Action (Object Types) | Description, Tracking spec details | Tracking or Conversion Spec |
---|---|---|
app_custom_event (application) | Custom event on an aplication. | {'action.type': |
app_install (application) | Installing an app. | [{'action.type':'app_install', |
app_use (application) | Number of times app was used. | {'action.type':'app_use', |
checkin (place) | Check in a place. | {'action.type':'checkin', |
comment (post) | Commenting on a post. | {'action.type':'comment', |
credit_spend (application) | Instances of spending credit in an app. | 'action.type':'credit_spent', |
follow (question) | Subscribing to an object. | {'action.type':'vote', 'question':QUESTION_ID, 'question.creator':PAGE_ID}, {'action.type':'follow', 'question':QUESTION_ID, 'question.creator':PAGE_ID} |
leadgen_quality_conversion (pixel) | Down funnel lead conversion (CRM) events. | {'action.type': 'leadgen_quality_conversion', 'fb_pixel': 'FACEBOOK_PIXEL_ID'}, {'action.type': 'leadgen_quality_conversion', 'dataset': 'OFFLINE_EVENT_SET_ID'} |
like | Liking an object. | {'action.type':'like', |
link_click (page,post, url, url domain) | Clicking on a link. | {'action.type':['link_click'], |
mention (page) | Mentioning of a Page. | {'action.type':'mention', |
offsite_conversion (pixel) | Number of offsite conversions, and accumulated revenue. | {'action.type': |
photo_view (page) | Viewing a photo. | {'action.type':'photo_view', 'post.wall':PAGE_ID} |
post (post) | Sharing a story. | {'action.type':'post', |
receive_offer (offer) | Claiming an Offer. | {'action.type':'receive_offer', |
rsvp (event) | Rsvping into an Event. | {'action.type':'rsvp', {'action.type':'rsvp', {'action.type':'rsvp', |
tab_view (page) | Viewing a page tab | {'action.type':'tab_view', |
video_play (post) | Watching a video. | {'action.type':'video_play', 'post.wall':PAGE_ID},{'action.type':'video_play', 'post':POST_ID, |
Track the performance of different pixels in an ad by specifying the tracking pixel in the ad's tracking_specs field. For example:
tracking_specs="[ {'action.type':'offsite_conversion','fb_pixel':1}, {'action.type':'offsite_conversion','fb_pixel':2}, {'action.type':'offsite_conversion','fb_pixel':3} ]"
This tracks the performance of pixels "1", "2" and "3". If you want to optimize for pixel "1" only, define the promoted_object
of the parent ad set. This is useful when you want to optimize for CHECKOUT
, but also want to track the number of REGISTRATION
and ADD_TO_CART
.
Pixels optimized by specifying the pixel ID in the promoted_object
are automatically tracked, so you do not need to specify the same pixel in tracking_specs
.
conversion_specs
is a field for ad. It follows the format {'action.type':'{ACTION}', ... }
where each action applies to an object. Here are examples of conversion specs for various ad types:
Ad type | Conversion Spec |
---|---|
Domain ad with social context | {'action.type':'link_click', 'object':'URL'} |
Page like ad | {'action.type':'like', 'page':PAGE_ID} |
Page post link ad | {'action.type':['link_click'], 'post': [POST_ID], 'post.wall':[PAGE_ID]} |
All other page post ads | {'action.type':'post_engagement', 'post':'POST_ID', 'page':'PAGE_ID'} |
Event ad | {'action.type':'rsvp' , 'response':'yes', 'event':'EVENT_ID'} |
Offer ad | {'action.type':'receive_offer', 'offer':OFFER_ID, 'offer.creator':PAGE_ID} |
Mobile app install ad | N/A - cannot create such an ad with NONE objective. |
Mobile app engagement ads | N/A - only CPC and CPM bid types are supported |
Canvas app install ad | N/A - cannot create such an ad with NONE objective |
Canvas app engagment ad | N/A - cannot create such an ad with NONE objective |
Some conversion specs contain multiple actions that apply to a single object. These are called meta specs. Below are examples:
Object | Conversion Spec | Description |
---|---|---|
Page | {"action.type":["page_engagement"], "page":["PAGE_ID"]} | Times someone takes the following actions in a specific page: checkin, comment, follow, like, page post like, mention, post on page, share a post, answer a question. Includes the number of times someone performs these actions in a specific page: view a photo, play a native Facebook video. |
Page Post | {"action.type":["post_engagement"], "post":["POST_ID"], "page":["PAGE_ID"]} | Number of times somone takes one of these actions in a specific post: comment, follow question, like, share, claim offer, answer question. Includes the number of times someone perform these actions: click a link, page like, view photo, play a video hosted on Facebook or an inline Youtube video play. For non-embedded videos use |
Application | {"action.type":["app_engagement"], "application":["APPLICATION_ID"]} | Number of times someone generate |