The Ultimate Guide to Facebook Events Manager

Posted on 2023-11-02


In this article, you will find out how to use the Facebook Events Manager to implement advertisement conversion events tracking beyond your website.

In addition, you will learn which benefits this tool gives its users.

Finally, you will learn which types of Facebook events exist and how to launch and set up the Facebook Events Manager tool to optimize your ad conversions and get better results for your online business.

Why Facebook Events Manager is an essential tool

First, let's consider why the Facebook Events Manager is essential for Facebook Ads. Facebook Events Manager is a tool used to track actions on third-party websites and applications. This is an in-built tool connected to other Facebook tools used to increase website traffic. In addition, you can find other useful tools to boost your ad conversions, including Facebook Ads Manager, Facebook pixel, Facebook Commerce Manager, and others.


Users can access Events Manager on the platform using Ads Manager or Facebook Business Manager. To find this tool, you need to log into your Facebook Business manager account, then scroll down and select an appropriate icon.


If you apply Facebook ads tools regularly, you should have noticed many upgrades since 2021 after Apple produced iOS 14.5.

The new operating system by Apple forces the use of third-party app user data tracking rather than allowing apps to track user activity by default.

This new App Tracking Transparency framework still provides a great possibility to track in-app user actions, including page engagement and ad interaction. However, the third-party tracking limitations have impacted how the social network can track and report events, including app installation and website conversions.

Suppose your main purpose is to extend your target audience as much as possible, achieve off-Facebook conversions, and get the most exact reports. In that case, we recommend you use the Events manager. This tool is useful and essential if you want to launch paid campaigns in 2023. It will help you improve the delivery and performance of your Facebook ads. So, let's consider the main features provided by this tool in detail.

Audience Targeting

The essential way to make your ads reach all your users is by optimizing your campaign for a conversion you have set up in Events Manager. The social network will limit your reach if you haven't set up events yet or if you want to reach a non-prioritized conversion. Therefore, your ads can reach only non-iOS users and a few iOS users tracked by third websites.


Conversion tracking

The Events Manager tool provides you with access to Aggregated Event Measurement tool on Facebook. In addition, due to the possibilities of this protocol, the advertising platform can monitor and report on conversions by following the privacy restrictions or the customer relationship management (CRM) tool to Ads Manager.

Value optimization

Do you strive to enhance your Facebook ad campaigns' return on ad spend (ROAS)? Events Manager will help you configure value optimization so the Facebook Ads algorithm can send your ads to the most profitable customers. As a result, your company can profit more from your campaigns and define profitable customers to retarget.

Conversion Prioritization

The Events Manager tool allows companies to build a big-picture view of their conversion events. By choosing events according to priority, you practically inform the tool which conversions are the most important for your business and how to optimize your ads settings. For instance, if the first priority for your business is generating leads, then set leads as your highest-priority event and set up other conversions that can benefit your company and campaign lower on the list.

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Article by Max

Senior Google Ads expert.

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