Part 1: Set up your Facebook conversion pixels for when people reach quiz results, which means they have become a lead
Part 2: Construct your Facebook ad

Part 1: Set up your Facebook conversion pixels for when people reach quiz results, which means they have become a lead

Now that our audience is created, let's take a second to create the conversion event for when someone completes a quiz (which means they became a lead because in an Interact quiz the results are shown after the lead capture form).

In order to do this, you'll need your quiz set up and integrated with Facebook pixel, I'll start from the beginning and show all the steps needed to set that up, so we're all on the same page. If you've already set up your quiz, you can skip down to where I show the Facebook pixel integration

To start off, go to Interact (link to builder) and click Create New Quiz.

With Interact, you can create quizzes from scratch, or select a template. I'm going to select a template in the Marketing category. You can select the industry and quiz type that makes sense for your business.

Now, to make sure that only people who have opted-in reach your quiz results, so you can track conversions accurately within your Facebook ads, you'll need to set up lead generation for your quiz. To do that, click "Enable lead capture and data collection for my quiz" once your selected quiz template or custom quiz loads in. 

Once you turn on lead collection, you'll be able to select what fields you want to require from people in order to see their quiz results. You'll also want to uncheck the box that allows users to skip the opt-in form, so that you know for sure people who have reached the results have actually logged in. 

Once you've selected that you'll connect to your email marketing program. We have integrations with everyone, so select your program and sign in, then you'll see a list of your lists so you can connect the quiz to whatever list you want. (you'll want to take a pause here and go create a list just for the quiz if you want to keep your leads separate)

Now you can set up triggers (such as adding a new contact to an email list) based on the results your quiz takers receive.

Now you'll map the data you're collecting from your opt-in form to your list and the fields in it.

Now save the settings once you've mapped all your data up as you'd like. And test the integration to make sure it's properly connected to your email list

Now your quiz is set up to collect leads. The next step is to connect your Facebook pixel to your quiz so you can create events for the quiz outcomes so you can track conversions and retarget based on quiz outcomes. 

Go back to your Facebook ads manager and copy the Pixel ID from the top of the page.

Now go back to Interact and paste the Pixel ID into the Facebook pixel integration under "Conversion Tracking" in the builder (screenshot walk-through below)

Now your quiz is connected to to Facebook ads and there will be events created for each of your quiz outcomes and you can create custom conversions based on those events.
Now, move back to Facebook Ad Manager and set up conversions based on when people reach the results of your quiz. To do this, you'll navigate back to the "Pixels" section of your Facebook ads dashboard. 

Now click on the Custom Conversions tab.

Then click Create Custom Conversion in the top right.

Now, under Website Event choose the custom event Quiz from the dropdown.

IMPORTANT: The Quiz event will only show up if the pixel has received events from your quiz. So at this point you should go back to the quiz builder and preview your quiz and take the quiz all the way through so that Quiz events are sent to Facebook.

IMPORTANT: It can take up to 1 hour for Facebook to receive the events and prepare them to be used in setting up a Custom Conversion. Please allow this time to transpire before attempting to setup your Custom Conversion.

Now click Add a rule.

There are 2 rules that you will want to create: 

  1. Create a label for the title of your quiz
  2. Create an action that contains all of your quiz result titles

For the first rule, change the dropdown that says URL to Event Parameters.

Now change the dropdown that says value to label under the Custom Parameters heading.

Now, go to Interact quiz builder, and click on Cover then copy the title of the quiz and paste it into the box  in your Facebook Ad Manager next to where it says label and equals.

Now, click Add another rule next to where you just set up the label and this time select action from the dropdown and where it says equals choose contains.

Now, go to Interact quiz builder, and copy and paste all of the titles to your results into the box in your Facebook Ad Manager next to where it says action and contains.

Now, under Name create a name for this conversion. For this example, we are going to use Brand Quiz Conversion and then under Category select the appropriate category for what this conversion event is. For most cases this will be Lead because if someone reaches the results of a quiz that has lead capture turned on, they are a lead.

IMPORTANT: Now you will need to activate the conversion, which means you need the pixel to fire events from your quiz, which means you need to take your own quiz and reach the results. So at this point you should go back to the quiz builder and preview your quiz and take the quiz all the way through so that Quiz events are sent to Facebook. Make sure you take your quiz all the way through to your results so you trigger a conversion!

Part 2: Construct your Facebook ad

Now we're ready to go set up an ad for our quiz! In your Facebook ads manager, click Create Ad. It is important to ensure that your Custom Conversion is shown as Active. If not, ensure that you have previewed your quiz and taken it all the way through to the results.

Now, under What's your marketing objective? select Conversions because we want to get as many conversions as possible and since we set up the pixel to track conversions on our quiz we can track that

Give your campaign a name. In our example, we will use Brand Style Quiz.

Now we'll start putting together the targeting for our ad. The first step is to set up the conversion event, and from the drop-down we'll select Brand Quiz Conversion which is what we named our conversion event when we set it up above.

Next, we'll set our audience. I'll select the lookalike audience from the list of contacts I uploaded. For now this is all the targeting I'm going to do with my audience because I've already set everything up, so that's all I want to do

Under placements, I'm going to leave it as "Automatic Placements" but if you want to specify placement on different devices etc. you can do that as well

The final step on the first part of setting up this ad is to set up budget and delivery. I'm going to set this up for $20/day and running all the time, but you can change those if you want

Now click Continue and we'll get to setting up the actual ad. There are 3 things to do on this page:

  1. Ad Name - Setup the name for your ad, in our example we will simply name our ad Brand Style Quiz.
  2. Identity - Connect your facebook page that you are representing in the ad.
  3. Format - Set the ad type as Single Image because the most effective ads are simply recreations of what the quiz itself looks like.

Now set up the actual ad. There are three elements to cover. 

  1. The URL of the ad, which I'm going to use the direct URL of the quiz for, you can also paste in the URL where you have the quiz embedded if you are embedding it onto your website or a landing page
  2. The ad Headline, which should match the title of the quiz
  3. The ad text, which should be a short teaser to entice people to click the ad

For a direct guide on how to make your Facebook ad look, navigate to your Interact dashboard and click on Share & Embed next to the quiz you are trying to promote. Click Set up Facebook Ad for your Quiz and follow the steps on that page.

Now make sure the Facebook pixel is green dotted at the bottom of the page, and place your order for the ad to start running

Once you place your order, wait 15 minutes for Facebook to approve your ad and it will start running. 

Did this answer your question?