Je hebt je Meta Pixel geïnstalleerd, je advertenties draaien, en toch voelt het alsof je door een tunnel kijkt.
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Je ziet klus, maar niet waarom iemand klus. Het verschil zit vaak in hoe je events hebt ingesteld. Want niet elk klikje is gelijk, en Meta weet alleen wat je het vertelt. Laten we het hebben over standaard events, custom events, en wanneer je welk het beste gebruikt.
Standaard events: je basis meteen goed zetten
Standaard events zijn de grote broer van Meta Pixel. Ze zijn vooraf gedefinieerd door Meta, en ze dekken de meest voorkomende acties op je website. Denk aan het bekijken van een product, iets in de winkelwagen stoppen, het starten van het afrekenproces, betaalgegevens invoeren, een aankoop doen, of een lead genereren.
In totaal biedt Meta negen standaard events, waaronder ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration, Contact, en FindLocation.
Het mooie aan standaard events: ze werken grotendeels automatisch. Zodra je Pixel actief is en je de juiste eventcode op de juiste pagina’s plaatst, registreert Meta deze acties zonder dat je extra code hoeft te schrijven.
Het is de snelste manier om conversies te meten, en via custom conversions in Meta Ads gebruikt Meta deze data ook direct om je advertenties te optimaliseren. Als je bijvoorbeeld campagnes draait gericht op aankopen, dan wil je het Purchase-event absoluut correct hebben ingesteld. Zonder dat event vliegt je budget de binnenste lucht in.
Maar hier zit een addertje onder het gras. Standaard events zijn beperkt tot wat Meta heeft vastgelegd.
Ze zijn perfect voor e-commerce en basisconversies, maar als jouw bedrijf iets specifieers doet, dan schiet je tekort. Zorg er daarom voor dat je de Meta Pixel correct hebt ingericht, en kijk vervolgens naar custom events.
Custom events: waar écht inzicht begint
Custom events zijn jouw eigen gedefinieerde acties. Je bepaalt zelf wat je wilt meten, en je vertelt de Pixel, nadat je de Meta Pixel hebt geïnstalleerd op je website, precies wanneer die actie plaatsvindt.
Dit klinkt technischer, en dat is het ook een beetje, maar de waarde is enorm. Stel: je biedt een gratis mobiele marketinggids aan. Iemand downloadt die gids.
Geen standaard event pikt dat op. Maar met een custom event, bijvoorbeeld DownloadGuide, weet je precies hoeveel mensen die stap zetten.
Andere voorbeelden van custom events die relevant zijn voor bedrijven in de mobiele marketing: het bekijken van een specifieke video, het openen van een bepaalde landingspagina, het klikken op een telefoonnummer op mobiel, het starten van een chatgesprek, of het voltooien van een quiz.
Zoiets zie je niet terug in de standaard events, maar het zijn vaak precies die interacties die aangeven dat iemand écht geïnteresseerd is. Het instellen van custom events vereist wel dat je een klein stukje code toevoegt aan je website. Je gebruikt de Meta Pixel basiscode en voegt er een fbq('trackCustom', 'EventNaam')-regel aan toe. Je kunt ook parameters meegeven, zoals de naam van de gids, de categorie van de pagina, of de waarde van de actie. Die parameters geven je later in Events Manager de mogelijkheid om veel gerichter te rapporteren en je advertenties fijnmaziger in te stellen.
Als je het technische gedeelte even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even even 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even even even even even even even even even even even even even even even even even even even even even even even even even even
Veelgestelde vragen
Wat is het verschil tussen een event en een custom event in de Meta Pixel?
Het belangrijkste verschil is dat standaard events door Meta zelf worden gedefinieerd en automatisch registreren veelvoorkomende acties, zoals het bekijken van een product. Custom events daarentegen zijn specifieke acties die jij definieert, zoals het downloaden van een gids, waardoor je precies kunt meten welke acties je bezoekers ondernemen op je website. Dit geeft je veel meer inzicht in gedrag dan standaard events alleen.
Wat is het verschil tussen standaard en aangepaste gebeurtenissen in Meta Events Manager?
Standaard events, zoals ‘ViewContent’ of ‘Add to Cart’, worden automatisch geregistreerd door de Meta Pixel en zijn perfect voor het meten van basisconversies. Aangepaste events zijn daarentegen specifiek voor jouw bedrijf en geven je de mogelijkheid om acties te meten die niet onder de standaard events vallen, zoals het downloaden van een gids of het bekijken van een specifieke video. Dit biedt een gedetailleerder beeld van de klantreis.
Is een Facebook-evenement persoonlijk of virtueel?
Om een persoonlijk Facebook-evenement te creëren, selecteer je ‘Persoonlijk’ en kies je vervolgens een locatie. Je kunt ook bepalen wie het evenement kan zien en er aan deelnemen, zodat je de toegang kunt beperken tot de juiste mensen. Dit zorgt voor een meer persoonlijke en effectieve ervaring voor je gasten.
Is $500 genoeg voor Facebook-advertenties?
Een geschikt advertentiebudget voor Facebook-advertenties hangt af van je doelen en branche, maar een budget van $20 tot $600 per maand is een gangbare aanbeveling. Een beginnende campagne met een budget van $600 per maand heeft vaak al succes, zoals blijkt uit de ervaringen van gebruikers die al meer dan 200 leads hebben gegenereerd.
Wat zijn de drie soorten evenementen?
Evenementen kunnen worden ingedeeld in zakelijke, privé- en liefdadigheids evenementen. Zakelijke evenementen zijn gericht op bedrijven en klanten, privé-evenementen zijn meer recreatief, terwijl liefdadigheids evenementen bedoeld zijn voor filantropische doeleinden. Het is belangrijk om bij zakelijke evenementen concrete en haalbare doelen te stellen.