Fall Line Digital – E-commerce Growth Marketing Experts


3 Advanced Facebook Ad Techniques You’re Probably Not Using

3 Advanced Facebook Ad Techniques You’re Probably Not Using

Have you scratched the surface with Facebook ads?
Good, you’re in the right place.
Let’s go a little deeper into the three advanced strategies you should take advantage of to take your advertising efforts to the next level:

  1. Integrating CRM & Custom Audiences

Did you know you can set up your CRM to integrate with your email customer lists so you don’t have to add a new email list every day/week/month to make sure you’re audiences are up to date?
If you use any of the following CRM tools to house your email lists, you can set up this integration and remove a manual step from your process;

  • Gmail
  • Salesforce Marketing Cloud
  • HubSpot Ads
  • Salesforce Sales Cloud
  • LeadsBridge
  • Segment Sources
  • MailChimp
  • Zoho Social
  • Marketo
  • Zapier
  • ActiveCampaign
  • Constant Contact
  • Google Drive
  • Pipedrive
  • ActiveProspect
  • DeltaX
  • Google Sheets
  • Popimedia
  • AdEspresso
  • Driftrock
  • Infusionsoft
  • ROI Hunter
  • Adglow
  • Drip
  • Inxmail
  • Sailthru
  • amoCRM
  • Email by Zapier
  • Klaviyo
  • Sparkroom
  • Autopilot
  • Emarsys
  • Mailjet
  • Sync2CRM
  • AWeber
  • Epsilon
  • Microsoft Dynamics CRM
  • SyncSumo
  • Clever Reach
  • GetResponse
  • Oracle Eloqua
  • TCPA Guardian
  • Connectio
  • Google Contacts
  • Oracle Responsys

Here’s how to set-up your integration:

  • Go to your Facebook Page.
  • Click Publishing Tools at the top of the Page.
  • Click Leads Setup.
  • Click the blue Connect button or click Connect from website to integrate with the CRM.
  • In the search bar, type the name of the customer system you’re interested in integrating with to see if it’s available. You’ll know it’s available if a blue Connect button or a link that says Connect from website appears.

Imagine the kind of funnels you could set up if you could target a prospect immediately after filling out a form on your website! Plus this one manual step you can eliminate from your to-do list.

2. Custom Conversions vs. Standard Events

The problem with custom conversions is that you’re only given 20 custom conversions per Facebook ad account. This works beautifully for websites that doesn’t sell 100s online products or similar small businesses. But if you’re an eCommerce store that sells a variety of different products (more than 5), setting up standard events is the way to go. (You’ll actually want to implement both your standard conversion pixel + standard events, and you’ll understand why after reading #3). Here is a list of the standard events you can track:



The biggest benefit for using standard event pixels, unlike the custom conversion pixels is that these are compatible with dynamic product ads and it’s all aggregated, rather than separate. The downfall is that it’s a bit more work on the up front to get all of these pixels installed and working properly.

But it’s totally worth it when your funnel strategy starts to become way more efficient and suddenly you’re able to automate your ads based on very specific actions visitors have taken on your website.

3. Custom Conversions 2.0: Advanced Data Pixel Matching

This is a big one that I rarely even seen the big boys and girls of the Facebook world using to its fullest potential. Facebook allows you to edit the standard Facebook pixel code to gather even more information from those visiting your website. This advanced feature only really works if you website offers a checkout, account sign-in, or registration process. Great for eCommerce brands.

This feature allows you to match more users to your retargeting audiences used in Dynamic Ads, Custom Audiences and Look-A-Like Audiences.

For example you can pull in information like zipcode, phone number or email address to match more of your website visitors with people on Facebook. This is important too because it gives Facebook the info it needs to effectively run ads for visitors who might use a combination of their cell phone and mobile desktop or multiple browsers.

Haven’t seen much luck with you look-a-like audiences? This could be why.

The more data points you can offer Facebook, the better the algorithms work and the better your advertising performance improves.

To enable this advanced feature, you’ll need to modify the default FB pixel code you already have on your website to pass data into the pixel init call.

fbq(‘init’, ”, {

 em: ‘{{_email_}}’,

 // Data will be hashed automatically via a dedicated function in FB pixel

   ph: ‘{{_phone_number_}}’,

   fn: ‘{{_first_name_}}’



In the example above, replace email, phone_number, first_name with the names of the variables on your website that capture this data.

Questions? Comments? Don’t be afraid to shoot me an email; becca@falllinedigital.com

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