Facebook Offsite Conversion Tracking: How to Set Conversion Value

Facebook Conversion Value

One of my favorite Facebook ads features is Conversion Tracking (it’s actually one of the features I’m highlighting in this week’s FREE webinar). It’s an awesome way to both optimize for and track offsite conversions that come from your ad.

For a few months now, Facebook has offered a “Conversion Value” metric within Ads Manager that was supposed to help you see how much revenue has come in as a result of those conversions. But if you’re like me, it’s looked like this…

Facebook Ads Conversion Value

That’s not helpful, Facebook!

The problem, of course, is that Facebook makes it very difficult to set a Conversion Value. Nowhere do they make this clear.

If you hover over the Conversion Value tooltip, you get this:

Facebook Ads Conversion Value Definition

Based on the “conversion details” I set up, huh, Facebook? How about you just tell me where I can do that?

Nothing shows up when you’re creating the pixel. Nothing when you’re selecting the pixel.

How to Do It

It turns out the only way to set this value is within the pixel itself.

Facebook Ads Conversion Value How To

[If you need any help with this, make sure to read my Conversion Tracking tutorial. Or you could sign up for my Power Editor training course!]

This is definitely a case of Facebook burying helpful functionality and making things way more difficult than they need to be. It would make a lot of sense to include a text field where we can enter the conversion value and then Facebook automatically includes that in the pixel. Of course, that would be too easy.

But this is how you do it. And it’s really not difficult once you figure it out.

Conversion Value = ROI

Now when you get conversions, the Facebook Ads Manager will actually display values to go along with those conversions to help you measure ROI.

Facebook Ads Conversion Value Displayed

Want to know what’s working? What to show the value of your advertising? This is it!

  • israelmlm

    Thanks for the help and teach those who know little of facebook.

    A great tool to know the cost of conversions.

    A greeting.

  • Gustavo

    Hi Jon.
    Great as always :)
    One question… If my goal is to track new email signups I want to know how many converted from my advertising in facebook and how many, let’s say, from google adwords… Do I have to prepare 2 separate thankyou pages? one for facebook users and others for other services
    what happens if I place the conversion tracking code in the same thankyou page where my google analytics conversion code is? Will Google analytics and facebook analytics show the conversions as their conversions? or are the analytics going to separate them?


    • RobertoOrtega

      Hello, I have exactly the same question, Gustavo. Have you been able to solve it since you posted the question? Thanks very much for your reply! :)

  • Carlin Stanton

    Hey Jon,

    Great post. One question though, I hope you can help with. Is there any way to import a shopping cart value into this dynamically each time it fires? Carlin Stanton

    • Matt P

      Yes great question Carlin. Trying to figure out the same thing too. The biggest challenge is how can we make the conversion value a dynamic variable based on what the customer purchases in the shopping cart. I run an online ecommerce store and I am using FB ads at the same time, and not knowing the true conversion value of these ads is really frustrating.

    • Tyrone Johnson

      Not sure if you got a response Carlin but I’m trying to determine the same thing. Can dynamic values be added?

  • WebMarketing Analytics

    Hi All,

    I am also interested in getting the dynamic value to capture the revenue of different value
    orders. I found documentation .

    If you have multiple values that you want to track, you can also dynamically update this value by using a server-side variable (ex: you can insert your shopping cart value into the value field of the pixel that uses the checkout pixel).

    I think it can be done using Google TAG Manager with a macro, but cant quite work it out. It is also setup as custom html tag type which has less options than the other tags.

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  • dzulfriday

    So until now no one knows how to use the pixels for dynamic value