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Facebook pixel tracking

If you want to embed a tracking code from a 3rd-party network (such as Facebook or Google) into your webinar pages, you can easily do that from the configuration wizard. In fact, you can even embed a different tracking code for each page in your webinar funnel: registration page, thank you page, live room and replay room.

See screenshot below:

Some networks are fairly easy to set up and do not require to know the specific destination URL you want them to track for you. Indeed, they simply give you a tracking pixel which you’re just to copy/paste into the destination page. If that’s your case, then simply paste that tracking pixel into whichever box you want the pixel to track (registration, thank you, live and/or replay), and you’re done. We will inject that pixel(s) into the corresponding page(s).

 

On the other hand, some networks (such as Facebook Ads) require not only embedding their tracking code in your destination page, but moreover they need to know the URL of that particular destination page. Here’s the culprit of the problem: what is the actual URL of each your pages (registration, thank you, live and replay) for each of your webinars?

Well, fear not. It’s pretty easy!

Explaining the webinar’s URLs structure

The URLs for WJ and EW events have a peculiar characteristic: they are composed of 3 different components: the base URL, the Webinar ID, and an encrypted string. Here’s what the webinar URLs look like:

  • Registration page: https://event.webinarjam.com/register/XXXX/YYYYYYYYYYYY
  • Thank you page: https://event.webinarjam.com/registration/thank-you/XXXX/YYYYYYYYYYYY
  • Live room: https://event.webinarjam.com/live/XXXX/YYYYYYYYYYYY
  • Replay room: https://event.webinarjam.com/replay/XXXX/YYYYYYYYYYYY

Let us review the 3 parts of the URL:

  • The Base URL: for example https://event.webinarjam.com/registration/thank-you/
  • The Webinar ID: XXXX
  • The encrypted string: YYYYYYYYYYYY, which varies on a registrant by registrant basis.

For the purposes of Facebook (or any other tracking platform you might use), we will only focus on the Base URL and the Webinar ID. We can forget about the encrypted string – we won’t need it.

By the way, you can find the Webinar ID parameter in the actual interface. In the example below, the Webinar ID for that particular webinar is “693”, and thus the link to your webinar’s Thank You page, once the configuration process is completed, will be https://event.webinarjam.com/registration/thank-you/693/YYYYYYYYYYYY

Tracking “Contains” vs. “Equals to” URLs

Now that we know that the link to our Thank You page (for example) will be https://event.webinarjam.com/registration/thank-you/693/YYYYYYYYYYYY , we need to pass it to our Facebook Ads campaign, or to whatever other tracking platform we might be using.

The key concept is to make sure we tell them to track any URL that contains the fixed part of your webinar URL, meaning event.webinarjam.com/registration/thank-you/693/ . Note that I have excluded the encrypted string (“YYYYYYYYYY“), since that part is dynamically generated on the fly and thus it varies for each visitor. For that reason, we will not tell them to track a specific full URL, but rather any URL that “contains” just the fixed part instead.

Here’s a screenshot of how that translates in the Facebook Custom Conversion configuration console:

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