First-party pixel tracking involves a website collecting data directly from its visitors using its own tracking pixel, while third-party pixel tracking relies on external entities to track user behavior across multiple sites, often for targeted advertising. First-party tracking offers more control and transparency for website owners, while third-party tracking raises privacy concerns due to its wider data collection practices.

The "first touch" and "last touch" refer to different attribution models in tracking user interactions.

1. First Touch Attribution:

- In the "first touch" model, the emphasis is on the initial interaction that leads a user to discover a product or service. For example, if a user clicks on a Facebook ad, and that action is the first touchpoint in their journey, the first touch attribution model gives credit to the ad for initiating the customer's interest.

2. Last Touch Attribution:

- Conversely, the "last touch" attribution model assigns credit to the final interaction that leads to a conversion. In the case of Facebook Ads, this could be the last ad a user clicks on before making a purchase. The last touch attribution model attributes the conversion entirely to this final touchpoint.

In First-Party Pixel Tracking, these attribution models help advertisers understand the customer journey and the effectiveness of various touchpoints in driving conversions. By analyzing first and last touch interactions, advertisers can gain insights into how users initially discover a product, and which specific touchpoints are most influential in converting them into customers. This information is valuable for optimizing advertising strategies and budget allocations.

Return on Ad Spend (ROAS) is a marketing metric that measures the revenue generated for every dollar spent on advertising. It's a key performance indicator used by advertisers to evaluate the effectiveness and profitability of their advertising campaigns. The formula for ROAS is:

Here's a breakdown of the components:

- Revenue from Ads: This represents the total income generated from the advertising campaign. It includes sales, leads, or any other desired actions that can be attributed to the ads.

- Ad Spend: This is the total amount of money spent on the advertising campaign. It includes costs related to creating and running the ads, as well as any associated fees.

Interpretation:

- A ROAS of 1 means that for every dollar spent on advertising, you generate one dollar in revenue.

- A ROAS greater than 1 indicates a positive return on investment, signifying that the advertising efforts are profitable.

- A ROAS of less than 1 suggests that the advertising campaign is not generating sufficient revenue to cover its costs.

Advertisers typically aim for a ROAS higher than 1 to ensure profitability. The specific target ROAS can vary depending on business goals, industry benchmarks, and the advertising strategy. Regular monitoring and adjusting advertising campaigns based on ROAS performance help optimize marketing efforts and allocate budgets effectively.

Here by clicking on V button you can see the detailed overview of each order's progression, specifying the platform they came from, from the initial customer interaction to the final purchase (order's journey).

In the Facebook ad manager, place this URL parameter in the tracking area of every ads in your ad account:

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