First Things First, What are Actions?
An action is activity that happens on your ad (for example, someone watches your video ad) or as a result of your ad (for example, someone views your ad and then downloads an app).
Actions that occur on your ad may include link clicks, outbound clicks, post engagement, video views, and more.
Actions that happen as a result of your ad include website conversions, website leads, mobile app installs, mobile app purchases and offline conversions. Facebook attributes these actions to your ad if someone viewed or clicked on your ad within a certain period of time, as defined by your attribution window.
Why Action Settings are Important
Reporting too many of these actions as conversions can lead to over-reporting. Just the same, reporting too few of these actions as conversions can can under-report your engagement with the Facebook campaign.
Use the Ads Settings in Marketing 360® to select which actions in your Facebook campaigns should be tracked as conversions in your reporting.
How to Select Facebook Actions as Conversions in Marketing 360®
1. First, click here to navigate to your Facebook Campaign Actions. You can also get there by clicking the Profile menu in the top right corner of the page and selecting Settings.
2. From your settings page, scroll down to Ads Settings and click Facebook Campaign Action Types.
3. Toggle the settings on or off per action to align these settings with what you have set in Facebook Ads Manager. You can also use the Select All toggle at the top of the page to enable or disable all at once.
If you're unsure of which actions are set in Facebook Ads Manager, log-in to your Ads Manager account and view the Account Overview page. The actions are displayed in the Results column.
The actions toggled on will count as conversions anywhere that reporting occurs in Marketing 360®: