Optimize Meta / Facebook Ad Campaigns Using Reaktion Conversion Events

This guide shows you how to launch campaigns or ad sets with the conversion event ReaktionRevenue or ReaktionProfit as an optimization objective for your Meta / Facebook Ads campaigns.

Note: Before you proceed, please check that you have no remaining tasks here and that Reaktion has been integrated for at least 2 weeks (and ideally has tracked more than 100 conversions on Meta).

Also, please refer to this article to review and confirm all Reaktion custom events in the Meta Events Manager before proceeding. 

Step 1: Navigate to the Campaigns tab in your Meta account and create a new campaign

Step 2: Select "Sales"

Step 3: At the ad set level, select Maximize conversion value as the Performance goal.
Then, select the active pixel and select the Conversion event

You can choose between optimizing for profit or for order value (revenue).

ReaktionRevenue = maximize order value/revenue

ReaktionProfit  = maximize profit (requires that costs are set precisely for optimal performance).

ReaktionNewCustomerRevenue  = maximize order value/revenue from new customers ONLY.

Now, continue as you normally would with setting up the campaign. 

Note: Meta doesn't allow changing the conversion objective for existing ad sets. You can either gradually switch to Reaktion tracking by using our conversion events for new campaigns, or you can pause your existing campaigns, duplicate them, and restart the newly created campaigns with ReaktionRevenue or ReaktionProfit as the conversion event. 

Important: On some Meta Ad accounts, it might not be possible to select ReaktionRevenue as the conversion event when the selected performance goal is Maximize conversion value. In those cases, you can fall back to another event called ReaktionRevenue (conversion). 

If you're still not able to set up the campaign using the conversion events listed above, it might be necessary to create a custom event by following the steps in this article.

How to analyze the Reaktion tracking data in Facebook Ads?

In your campaign overview, you can customize the columns to show data tracked by Reaktion events:

Search for ex. "ReaktionRevenue". Click "Total" and "Value"

As you can see in the image below, Reaktion tracks significantly more purchases, and thereby revenue.

Important: Always select a period in which Reaktion has been fully integrated for a minimum of 10 days before you compare Purchase with ReaktionRevenue.

Please follow this guide to set up custom columns in your Meta account to report on Reaktion tracking metrics.