Facebook doesn't share user-level data or support third party impression pixels. As a result, tracking some aspects of Facebook advertising is not possible by third parties. Your Facebook Ads platform will show the most complete information about your Facebook advertising.
That said, LeadsRx has found ways to supplement information about Facebook ads in order to see it as a part of overall marketing attribution. By using the LeadsRx Facebook integration, you can get additional information within LeadsRx reports to help you evaluate overall advertising performance at an aggregated level.
Here's what LeadsRx collects:
Link clicks - Facebook uses the word "clicks" to refer to a number of different actions that users take after exposure to your advertising. These include clicking on links within the ad, post likes, comments, or shares, clicks to a Facebook page or Instagram profile, and clicks to expand a photo or video to full screen. Here's an article from Facebook explaining this. Within LeadsRx, we only use "link clicks" in our calculations.
Impressions - LeadsRx uses Facebook impression counts in calculations. You can read more about Facebook's definition of impressions here.
Conversions - Facebook has a couple of different ways for tracking conversions. "Actions" are well-defined events that Facebook counts after exposure to advertising. These include things like link clicks, page views, purchases, likes, etc., and they are different from "Custom Conversions", which can be defined for just about anything. Within LeadsRx, we use the Action, "omni_purchase" and all Custom Conversion totals when we calculate conversions.
Within LeadsRx reports, you'll see Facebook impression-related data shown here:
On the Touchpoint Performance Report, the touchpoint interactions chart will show Facebook impressions by day, hour, and day of the week. This information will appear as ghosted bars behind solid ad click bars when you look at a Facebook touchpoint. Data is pulled from Facebook automatically using the LeadsRx Facebook cost integration and is updated once each day.
Also on the Touchpoint Performance Report, the touchpoint conversions chart will show an incremental number of conversions we believe came from Facebook view-through impressions (i.e., ads that were viewed but not clicked on). This number will appear below the number of attributed conversions. This data cannot be shown by day or other dimensions, and it cannot be broken down by different types of conversions. This is because Facebook only shares information that has been pre-aggregated.
We continue to work with Facebook data to find other ways to represent ad impression results and how they can be incorporated into attribution reports. While not available today, in the future we hope to represent this information in our ROAS and Conversion Attribution reports.