16 May 2024

How-to Call Tracking: Successful integration of matelso conversions in Facebook

This article will give you a quick introduction to the topic of “Successful Call Tracking Facebook Integration”. In addition to a 4-step setup plan, you will also receive an overview of typical stumbling blocks during integration as well as other valuable information.

Introduction: Call Tracking with Facebook integration

Definition: What is Call Tracking?

Call Tracking (CT) is a method that allows companies to monitor the effectiveness of their online marketing campaigns by analyzing which advertising measures generate calls from potential customers. This technology enables companies to link web data with specific telephone numbers. This gives them relevant marketing information about their call leads and allows them to track which ads, keywords or channels are generating the most calls. By capturing and analyzing call data, marketing teams gain valuable insights into customer behavior and campaign performance.

Advantages of an efficient Call Tracking Facebook integration for marketing

Linking phone tracking (including dedicated phone numbers) in Facebook (FB)/Meta Ads, one of the largest advertising networks in the world, offers numerous advantages. One of the main benefits is the improved allocation of marketing spend. This enables a more precise ROI calculation and helps to allocate the marketing budget more efficiently.

Another significant benefit is the optimization of campaigns in real time. With access to up-to-date call tracking data, marketing teams can quickly identify which messages and offers are resonating best with the target audience and adjust their ads accordingly. This leads to greater campaign efficiency – and ultimately to greater marketing success.

In addition, the consolidation enables a more targeted customer approach. By understanding which and how many calls are triggered by specific FB ads (including user data), marketing decision-makers can segment their target groups more precisely and develop personalized campaigns. This not only increases customer satisfaction, but also the likelihood of valuable calls.

Overall, the use of call measurement with Facebook integration leads to a significant increase in transparency and efficiency in digital marketing strategies. Companies using this technology are able to target their advertising spend more effectively, which ultimately leads to more sustainable business growth.

Preparation: Seamless integration of Facebook and matelso Call Tracking

Creating the necessary conditions – Efficient measurement of calls

Before you start merging matelso technology and FB, it is crucial to create the right conditions. The first step is to make sure you have both a Facebook Business account and access to Ad Manager. These accounts are necessary to manage your ad campaigns, track every conversion and effectively integrate the data into Facebook.

You also need access to the control panel of the matelso call tracking service. This offers the option of sending the data directly to FB/Meta. Only then can you push specific data such as call time, duration and the outcome of the call to Facebook. This information is crucial for analyzing the performance of your marketing campaigns on FB.

And: Your website must be correctly configured with Google Tag Manager or a similar tool, as you will need to insert additional code to make the Facebook click ID (fbc) readable. This step is essential to accurately track the interactions generated by your Facebook ads.

Overview of the tools and platforms required for efficient call measurement

To successfully connect the matelso solution in FB, you need the following tools and platforms:
1. Facebook Business Manager:
This is where you manage your business page, advertising accounts and other relevant business resources. The Business Manager is the center of your advertising activities on the meta platform.
2. Facebook Ads Manager:
This tool is used to create, manage and analyze your FB advertising campaigns. The Ads Manager is crucial for configuring and monitoring your ad performance.
3. matelso Control Panel:
A specialized service that makes it possible to collect and analyze call data. This platform should be able to seamlessly push data into the Facebook Ads Manager.
4. Google Tag Manager:
A powerful tool for managing tags on your website without changing the code. You need the Tag Manager to implement the code required to capture the Facebook click ID and other relevant data.
5. Developer tools and API access:
To configure and test the connection, you need access to the Facebook API and developer tools to help you set up the data flow and event triggers correctly.

How-to: Step-by-step to efficient integration of call measurement and Facebook

When integrating phone tracking into your FB marketing strategy, it’s important to follow the steps exactly. Here we guide you through the process, from adding the necessary code to your website to testing your setup.

Step 1: Add code to the website

The first step to using your phone data on the meta platform is to add a special code to your website. This code makes it possible to read the so-called “fbc” identifier from the cookies of users who have clicked on your ads on FB. Insert the following HTML code and the matelso CT script into the head tag of your website:
var fbc;
var fbp;
function fetchFbc() {
fbc = document.cookie.match(/(^| )_fbc=([^;]+)/);
if (fbc) {
mtls.cto.trackingStore.add("custom", { fbcvalue: fbc[2] })
fbp = document.cookie.match(/(^| )_fbp=([^;]+)/);
if (fbp) {
mtls.cto.trackingStore.add("custom", { fbpvalue: fbp[2] })
setTimeout(fetchFbc, 500);
This script searches for the Facebook click ID in the user’s cookies and saves it. Make sure that this code is executed before loading other JavaScript files that have to do with tracking or marketing.

Step 2: Create data set and access token

In the next step, you need to create a data set for your conversions in Facebook Business Manager. To do this, go to “Data sources” and select “Data sets”. Create a new data set and configure the Conversions API merge. As part of this setup, create an access token that is used to authorize data transfers to FB. Keep this token safe, as it is only displayed once.

Step 3: Configuration of the actual push

Once you have set up the data set and the access token, it is time to configure the actual push. Send a POST request to the Facebook API to transmit the tracking data:
In a small intermediate step, insert the following code into the POST request by “Post Body” above:
"data": [
"event_name": "InboundCall_Facebook",
// das zzz am Ende ist wichtig um die Zeitzone nutzbar zu machen!
"event_time": "{{callData.totalCallBeginTime.datetimeFormatter(yyyy-MM-ddTHH:mm:sszzz)}}",
"action_source": "website",
"event_source_url": "{{webData.location.path.attribution(LASTNOTEMPTY)}}",
"user_data": {
// muss via Skriptergänzung (fbcfetch.html) ausgelesen werden!
"fbc": "{{webData.custom.fbcvalue.attribution(LASTNOTEMPTY)}}",
"fbp": "{{webData.custom.fbpvalue.attribution(LASTNOTEMPTY)}}",
"client_user_agent": "{{webData.visitor.userAgentString.attribution(LASTNOTEMPTY)}}"
// nach Bedarf; hier Beispiel mit z. B. Campaign Management-Wert
"custom_data": {
"currency": "EUR",
"value": 10,
"status": "{{callData.status}}",
"duration": {{callData.callDuration.timeSpanFormatter(TotalSeconds)}},
"cm_kampagne": "{{callData.campaignAttributes.Kampagne.value}}"
Adjust the parameters according to your specific requirements to ensure that the data is transmitted correctly to FB.

Step 4: Carrying out a test

Once everything is set up, run a test to make sure the integration is working correctly. Visit your website via an FB ad, use the browser’s developer tools to check that the “fbc” variable is correctly populated. Then call your tracking number to check whether the event has been recorded correctly in Facebook Events Manager. But beware: It can take up to a day for the new settings to be applied. Does everything fit? Then your call tracking and FB connection has been set up successfully.
This careful preparation allows you to measure the success of your Facebook ads more accurately and optimize your marketing strategies.

The result: call data flows seamlessly from matelso into the Facebook environment

Now everything is set up perfectly and the call data from the matelso call tracking software flows directly into the Facebook ecosystem.
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Let’s talk!

Best practices and common mistakes

Tips for successful integration

Merging matelso CT data into the Facebook Ads Manager can significantly optimize your marketing strategy. To get the maximum benefit from this combination, you should consider the following tips:
  • Thorough preparation: Before you start the connection, make sure that you have all the necessary access rights in Facebook Business Manager and Google Tag Manager. A clear structure and overview of your assets makes the integration process much easier.
  • Correct implementation of the tracking code: Make sure that the additional code is correctly integrated on your website. This step is crucial for reading the fbc cookie values required to associate call data with FB user interactions. Following the code instructions precisely prevents data loss and errors in data collection.
  • Careful handling of access tokens: The access token that you generate for the Conversions API is particularly sensitive. It should be stored securely and never made publicly accessible. Carry out regular checks to ensure that the token remains valid and has no security vulnerabilities.
  • Regular testing and monitoring: Once the push has been set up, it is essential to carry out regular tests to ensure that the merge is working correctly. Check whether the events appear as planned in the Facebook Events Manager and whether the data is assigned correctly.
  • Documentation and training: Document the entire process in detail and train your team in the use of the new tools and processes. This increases internal competence and minimizes the risk of operating errors.

Avoid typical stumbling blocks for marketing

Despite careful planning, challenges can arise when connecting matelso Call Tracking with FB. Some of the most common stumbling blocks include:
  • Technical compatibility issues: Different technologies and platforms have their own requirements and limitations. Make sure your website and tracking tools are fully compatible with Facebook’s APIs.
  • Incorrect data transmission: Insufficient configuration of tracking parameters or errors in the script can lead to incomplete or incorrect data. Double-check all settings and scripts to avoid data inconsistencies.
  • Data protection concerns: Handling user data requires strict compliance with data protection laws such as the GDPR. Ensure that all data collected and transferred complies with legal requirements and respects user privacy.
  • Insufficient monitoring: Without continuous monitoring and adjustment of campaigns, problems can go unnoticed and negatively impact your results. Implement robust monitoring systems to quickly identify and address performance degradation.
By avoiding these pitfalls and following best practices, you can ensure an effective and secure connection of call data into your FB marketing strategy.

Conclusion: Call measurement for marketing

Merging matelso Call Tracking data with the Facebook Ads Manager can play a significant role in optimizing your marketing strategies. By linking specific call data to your FB campaigns, you gain deeper insights into the customer journey of your target group. This allows for a more precise evaluation of campaign effectiveness and better targeting of future actions – and ultimately a significantly higher marketing ROI.

In this guide, we have gone through the necessary steps to successfully integrate matelso’s data into FB. From the preparation and technical requirements to the actual setup of the dataset and access token. By adding the necessary code to your website, creating a data set in Facebook Business Manager and configuring the event push, you now have the tools in hand to make your ads more accurate and effective.

May 16, 2024

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