It is increasingly difficult for music marketers to measure important events that happen outside of their marketing channels. Oftentimes, audience behaviour is hidden once they click through an ad or perform actions on other websites. This makes it challenging to attribute results to campaigns.
With custom conversions, you can track conversions more granularly than just standard events, with a means to track your most important events off-site. By adding them to the code on your website via a pixel or tag, custom conversions allow you to dig deeper into your customer journey and provide more clarity and attribution to your marketing activity.
To learn more about custom conversions, visit:
Facebook | About Custom Conversions for Web
Google | About Conversion Tracking
How can I use custom conversions with Wavo?
With Wavo, music-related custom conversions might involve looking at anything from click-throughs to streaming services on pivot pages, ticket sales, or artist merchandise campaigns to name a few.
- Pivot Page Click-Through: Build the attribution link between your music marketing ad and individual streaming services by using a custom conversion for pivot page click-throughs.
- Ticket Sales: See how many ticket purchases were actually created by any given Facebook or Google ad campaign for a particular show.
- Artist Merchandise Campaigns: Understand how well your ad campaign is driving sales for specific artist merchandise, using customer conversions for e-commerce.
How can I enable custom conversion tracking for my dashboards?
1. When connecting platform campaigns, look for the column titled “Conversion ID”
2. Select the "+" to add the conversion ID, and type in the appropriate ID in the designated field of the window that appears.
3. Once all other campaigns have been adjusted and tags have been applied, select Create.
Please note that only Facebook Business Manager and Google Ads are currently supported for custom conversion tracking.
Where can I find conversion IDs in the platform backends?
1. Facebook Business Manager
- Navigate to Events Manager
- Click Custom Conversions on the left navigation bar.
- Verify the correct business manager or ad account is selected in the top right corner.
- Search the name of your desired custom conversion.
- Copy the "ID" field right below the name.
2. Google Ads
- Ensure you're in the correct Google Ads account
- Navigate to Tools & Settings>Measurement>Conversions
- Select a custom conversion under Conversion Actions
- In the url look for "ctId=" in the url path
- Copy the ID between "ctId=" and "&". Ex: &ctId=555555555&euid=
