To use Vendo's Conversion Export feature, you'll need to provide the following details:
Mixpanel Conversion Event Name
Meta Dataset ID
Meta Conversion Name
Attribution Model
Lookback Window
Below, we've detailed how to gather this information and make the appropriate selections for a seamless setup.
1. Mixpanel Conversion Event Name
This is the event in Mixpanel that represents your conversion, such as Purchase Completed or Lead Qualified.
Ensure the event name matches exactly as it appears in Mixpanel, as Vendo will use this name to identify and export the relevant data.
2. Meta Dataset ID
To use the Conversions API, you need a Meta Dataset ID or a Meta Pixel ID
Obtain the Meta Dataset ID
Step 1: Access Data Sources
Log in to your Facebook Business Manager account.
Navigate to the homepage and use the left-hand menu to click on the Data Sources tab.
Step 2: Navigate to Store Settings
Locate your desired store using the search function in the Data Sources tab.
In the box displaying your store name, use the top navigation menu to find and click on the Settings tab.
Step 3: Locate the Dataset ID
In the Settings tab, find the section titled Dataset ID.
If you see a Pixel ID instead, note that both the Dataset ID and Pixel ID are compatible with our tracking.
3. Meta Conversion Name
Meta requires conversions to be associated with predefined events. Select the conversion event name that is most relevant to your goals (e.g., Purchase, Lead, or Add to Cart).
Add the Conversion to a Campaign
Once your custom conversions are being tracked:
Create a new campaign and ad set in Meta Ads Manager.
Select Website Conversion as the campaign objective.
Choose the Conversion API event you’ve created to optimize your campaign for the new conversion.
For additional help, refer to Meta’s support resources.
4. Attribution Model
The attribution model determines how credit for conversions is assigned across touchpoints. Select the model that best fits your goals:
No Attribution: Counts all conversions involving a Meta click somewhere within the customer journey to conversion. Be cautious—this may cause double counting if used with multiple ad platforms.
Linear: Credit is distributed equally across all touchpoints.
First Click: All credit is assigned to the first touchpoint.
Last Click: All credit is assigned to the last touchpoint.
Time Decay: Time Decay prioritizes touchpoints that occur closer in time to the conversion event. The assumption is that the closer a touchpoint is to the conversion, the more influence it likely had on the user's decision-making process.
U-Shaped: This model emphasizes the importance of both the first and last touchpoints in the customer journey while assigning less credit to middle interactions. It reflects the idea that the first touchpoint initiates interest, while the last touchpoint closes the deal. In the Vendo model, 40% of the credit is assigned to the first touchpoint, 40% to the last, and the remaining 20% is split equally among any middle touchpoints.
5. Lookback Window
The lookback window defines how far back to attribute clicks to a conversion. As an example, if the conversion occured on the 8th January and we have a 7 day lookback window Vendo will search for any Meta clicks for that user from the 1st January:
If your product or service involves a long decision-making process (e.g., buying a vehicle), set a longer window, such as 7 days.
For products with shorter conversion cycles (e.g., quick online purchases), a 1-day window may suffice.
Choose a window that aligns with your industry and sales cycle. The maximum lookback window is 7 days.
By ensuring these details are correctly entered, you’ll maximize the accuracy and value of your conversion data within Meta Ads. If you need additional support, feel free to reach out to our team.