Meta is the company that owns Facebook, Instagram and WhatsApp. Their business system, Meta Business Suite (formerly Facebook for Business) is where you can manage all your business activity as it relates to Facebook and Instagram. This primarily includes marketing and advertising activities, showing you your performance, and enabling you to set up paid campaigns on these channels.
For an event organiser, Meta for Business is most useful for:
Publishing posts on Facebook and Instagram
Managing your inbox and notifications for both channels in one place
Creating ads and campaigns for Facebook and Instagram
Track insights for these channels
Stager is connected to Meta Business Suite through our online marketing tracking functionality. We have connections to Meta through our Afdeling Online container, and the containers made with TAGGRS for server-side tagging. These containers send information to Meta so that you can better track and optimise your advertising, build custom audiences, and retarget visitors of your ticket shop.
Good to know: For various reasons, tracking is limited with a Meta Pixel ID without server-side tracking. However, you can still use this connection to build custom audiences and retarget in your campaigns.
Set up Meta Business Suite
Of course, the first thing to do is set up your Meta Business Suite account if you haven’t yet. You can follow the helpful step-by-step guide from Meta themselves here.
Once you have an account you can start using the full set of tools from Meta for your Facebook and Instagram channels. If you want to dive further into this, then we recommend doing a certification course from Meta on how to best use their software. These aren’t free, but can be worthy investments to getting the most out of your digital marketing.
Connecting Meta and Stager
You can connect Meta and Stager depending on how you implement your online tracking. If you use client-side tracking with the Afdeling Online container in Google Tag Manager, then you use a Meta Pixel within your GTM container.
Here is information from Meta about what a Meta Pixel is.
And here is a step-by-step guide from Meta about how to set up and install a Meta Pixel.
Once you have your pixel set up, then you can follow these steps to connect Meta with Stager. Please note that because of certain limitations, there are limited amounts of data that can be sent to Meta through client-side tracking.
If you are using server-side tracking through TAGGRS, whether you are using one of their template containers or configuring your container yourself, then you’ll want to make sure that you implement your Meta Pixel and Conversions API. For more information and a step-by-step guide on connecting your server-side tracking with Meta, we recommend you visit TAGGRS’ guide in their help center.
What can you now do in Meta?
Once you have this set up, you are now sending data to Meta which you can use in a variety of ways.
1. Create and manage ad campaigns
You can manage your ad campaigns in Meta Ads Manager. Thanks to the connection with Stager, you can see which ads are converting. For example, you can see who has viewed the ticket and price pages, placed tickets in their cart, and/or purchased a ticket.
You can view your conversions in Meta Ads Manager with the help of this guide from Meta.
2. Build custom audiences
You can create custom target audiences for your campaigns based on who has visited your website or ticket shop. That way, people who’ve visited your website recently can receive targeted advertising. You can do this in Meta Ads Manager by following the steps in this guide from Meta.
You can take this further by targeting custom audiences based on certain filters, such as if they viewed a certain event in your ticket shop, or placed a certain ticket in their cart but did not purchase. This is called remarketing. As you can imagine, someone who has viewed your event and placed a ticket in their shopping cart, but did not yet purchase a ticket, is highly likely to buy a ticket with a bit more persuasion!
Retargeting those audiences with advertisements is possible by specifying what event, and on what specific pages you wish to target on.