Optimize Meta / Facebook Ad Campaigns Using Reaktion Conversion Events

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

Please make sure you have no pending tasks and Reaktion has been integrated for a minimum of 2 weeks and has tracked more than 100 conversions: https://advertiser.reaktion.com/tracking/facebook-tracking

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

Step 1

Step 2

Select "Sales"

Step 3

On 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 minimum 10 days before you compare Purchase with ReaktionRevenue.

More details about setting up custom columns to report on Reaktion tracking metrics: https://reaktion.freshdesk.com/support/solutions/articles/101000507206-report-on-reaktion-tracking-metrics-in-meta-ads-create-custom-columns-