Campaign Structure

Create a parent campaign in Salesforce and child campaigns below. Please create a parent campaign and child campaign structure even if there is only one child campaign code used in all of the ads.

Each Facebook campaign should have one parent campaign in Salesforce (1 to 1 relationship):

• In the hierarchy under the parent campaign should be all child-campaigns that are related. This includes share codes, welcome codes and follow-up codes etc. https://ciwfinternational.my.salesforce.com/p/camp/ViewCampaignHierarchy/d?id=7014J000000MFSn
• If you want to group the FB campaign with other related campaigns (e.g the email campaign), the structure with multiple levels of parent campaigns can be established:

Parent Campaign 2

                                ↓

Parent Campaign 1 + other campaigns that you would like to group together but not include in fb reporting

↓

Facebook campaigns that would all be included in reporting

Facebook campaign codes

Facebook campaign codes should be created following the below structure. Facebook ads within one campaign can all use the same code, however, share or follow-up links require unique codes.

Currently, you can create one appeal code per social channel and use these codes for all locations where you have share buttons for your campaign. E.g donation page 2, thank-you email. Note that this advice might change in future

Fundraising Lead Gen

Direct to Donate or Lead Conversion

Campaigning

Link tracking

Engaging Networks pages

Once you have your appeal code, the tracked links should be created using the Salesforce URL Generator

FB Lead Gen Examples:

FB Direct to Donate Examples:

Impact Stack pages

Tracking for impact stack pages follows the same pattern.

Engaging Networks pages

If you want this campaign to be reported on, you must create a new EN landing page to be used throughout this campaign (one to one relationship between the Facebook campaign and EN page). Any TY donate pages should also be unique if there are any share buttons or other tracked links involved (on the page or in the TY email).

Name the EN landing page and any TY donate page per the page naming spreadsheet here: Engaging Networks Pages.

The parent campaign and FB campaign should then have the exact same name as the landing page, e.g. DRGFB_US0322~FFM~LeadGen~0322 ETCA petition

Important: do not re-use old EN pages; an exact copy of a page can be created if needed.

1. Building an action landing page to donate page redirect in EN
   • When setting up the redirect link, be sure to include ‘?chain’ at the end of the URL which will make sure that URL parameters and supporter data is carried across to the donation page. Make sure that the URL does not contain ‘?mode=DEMO’.

Campaign in Facebook

Selecting your objectives and conversion events

Conversion events are handled by our website tagging that sends data to Meta. Action taken, donations and page views are all covered. More can be added if needed. These events should be used instead of setting up manual conversion events based on specific pageviews.

Special note on END.IT petition pages

If pointing to End.It petition pages, you will not be able to use the new Facebook API Lead and OptInLead conversion events.

Instead, you will need to use the manual conversion tracking based on the page URL.

Action page campaigns (Leadgen)

• Campaign objective = Leads
• Conversion location = Website
• Ad set conversion pixel = your main account pixel (ask Digi - Georgie if not sure)
• Conversion event = Lead - This lead event will be triggered when someone completes an action form in their journey from the ad,
  OR
  OptInLead - action takers who also opt-in.

Donate page campaigns (D2D)

• Campaign objective = Sales
• Conversion location = Website
• Ad set conversion pixel = your main account pixel (ask Digi - Georgie if not sure)
• Conversion event = Purchase. This purchase event will be triggered when someone completes a donation in their journey from the ad

Non-transactional pages (e.g. Umbraco pages)

• Campaign objective = Traffic
• Conversion location = Website
• Ad set conversion pixel = your main account pixel (ask Digi - Georgie if not sure)
• Conversion event = not required, this automatically works based on which performance goal you select

There is also a FileDownload conversion event, which can be used if you want to strategise towards downloads of a file that lives on one of our pages.

Facebook Lead Forms

• Campaign objective = Leads
• Conversion location = Instant Forms

Everything else is automatic, simply select the correct form in your ads. See below for further information about syncing lead forms with EN.

Naming

1. Create the campaign in Facebook, using appeal codes from the child campaign for the ads in point 1.

   Name of Parent Campaign in Salesforce = EN Page Name = Name of campaign on facebook
   
   Use the guidance below to name Ad Sets, Ads and Creatives:

• Ad Set name: click 'Create a name from existing info' and choose:
  • Ad Set -> Custom Audiences (included) if custom audience used OR Custom text -> copy and paste the name of Saved or Lookalike Audience if saved or Lookalike audience used*

    *Unfortunately, these Audiences’ names are not available to be automatically included in the Ad Set name

• Ad Creative name: use the Ad Name Generator spreadsheet to create the name. It will follow the structure and order below, separated by '_' :
  • DON (if the link leads to donation) OR ACT (if petition or ETT) OR SIG (if signing up for updates)
  • Theme code chosen from the list as agreed in the email naming convention; if the creative features only one animal, prioritise use of the code related to that animal (further details on the theme can be provided in the last section of the name) (list of themes and associated codes available in the ‘Library of Assets Report’ in the ‘Parameters’ tab), avoid using generic codes like ‘FUN’ as that information would already have been provided in the first part of the name
  • Length of the creative in format sss (000 if it is a static image)
  • Is the imagery positive, negative or neutral? (POS/NEG/NEU)
  • Additional short description of the creative (optional)
• Ad name: click 'Create a name from existing info' and choose: 
  • Custom text -> copy and paste the name of the ad creative used

Instagram

We view Instagram as an additional placement within a Facebook campaign (like FB news feed vs FB right hand column) rather than as a separate platform to be reported on separately. This means that Meta can spend the campaign budget across both FB and Instagram based on where it is seeing the best performance, rather than having a set amount to spend on each platform. 

There will be campaigns where we do want to track Instagram separately to Facebook - for example where we have specific creative that we only want to run on Instagram. If this is the case, then this requires a separate FB campaign, SF campaign and set of EN pages.

FB Instant Forms

If you are using an instant form and you are collecting an email address with appropriate consent, then you can ask Digi to sync this form with EN. This will mean that your leads automatically flow into your EN account and then SF correctly, whenever the lead form is submitted.

If you want to use this option then the name of the form must be the appeal code of the campaign and nothing else.

If you are also collecting phone numbers, then you will not be able to use this option and instead you must follow the import process.

Test the campaign

• Complete a full test of the user journey, from FB ad URL through to action and then re-direct donation page (or just donation page if D2D campaign).
  • Check all thank you emails received from action and donate pages,
    • Are links going to correct page?
    • Do links have correct appeal code?
    • Do links have correct tracking?
    • Are share links working and have correct appeal codes?
  • Check share link on page 2, do they work, do they have correct appeal codes and bitly links?

Digital Team sign-off

Once you have completed this test and fixed any issues, you must create a testing case in Salesforce for the Digital Team to check if the campaign has been set up and named correctly and to complete final testing of the campaign. If you have one, provide a link to a tracking spreadsheet with your case. Wait for approval on this before going live.

Reporting

1. Note the section above about Instagram
2. Create a digital support case about adding the campaign to the KPI Facebook report. Provide the name of the campaign and link to the tracking spreadsheet.
3. If adding a new campaign code, include it under the same parent campaign in Salesforce and create a case for the Digital Team to include it in the KPI Report.
4. For reporting, at no point during the campaign being live should you change the EN page being linked to/used in the ads. If you want to use a new EN Page, the best way is to create a new campaign in Facebook and a new parent campaign + child campaigns in Salesforce (could be a copy of the existing one).

Example campaign set up here.

Campaign Name: DRGFB_US0322~FFM~LeadGen~0322

Ad Set Name: Lookalike (FR, 3% to 6%) - All EN Users All Time

Ad Name: ACT_COW_016_transport