Welcome to Billy Grace!
A warm welcome to Billy Grace, your AI Digital Partner. On behalf of the founders Tjadi, Mitch and Robin, we would like to thank you for starting with Billy Grace.
This document contains everything you need to get started with Billy Grace. Below you will find the 5 steps to successfully install Billy Grace.
Create an account
In order to create an account, you first need to select a plan on the Billy Grace website.
Select a plan and fill out the registration form.
Authorize the monthly payment and you are ready to go!
When your account is created, and you log in for the first time, you will find yourself on the dashboard page (see screenshot below). On this page, you will see an overview of the key metrics of your business. You will probably return here once a day for insights and to track the overall marketing performance.
Important: We expect you to have the same currency across marketing channels. If not, please contact us.
The navigation bar on the left (#1 on the screenshot below) is used to toggle between features in the app.
2. Setting up your Billy Grace account (to do list)
Connect your Google, Meta, Pinterest, TikTok or Bing accounts to Billy Grace.
Install the BG Pixel to receive your data in the dashboard.
Configure Custom Events you want Billy Grace to measure and optimize.
Use UTM’s (tracking parameters) to track the origin of website visitors.
Set up Optimizations to automate part of your daily budget allocation tasks.
Okay, let’s begin with the set up of your Billy Grace account.
2 Connect marketing channels
Navigate to settings - Authorizations on the Billy Grace platform.
Click the authorization button per channel and follow the required steps. The authorization is successful when a success message in green appears on top of the screen. After the successful authorization, you can choose between the channel accounts you have access to. You can open the list by clicking on the edit button.
Authorization - Google Ads
Authorization - Shopify
Only available for Shopify webshops
Fill in the Shopify URL and click on the Authorize button. You can find your Shopify URL in Shopify - Settings
Authorization - Meta
By Clicking on the Facebook button, you will be re-directed to the Facebook login page. Or you will see a list of accounts that you have access to.
Important: Meta requires a re-authentication every two months. Two weeks prior to the end date of the access token, you will receive an in-app notification to re-authenticate.
Authorization - Bing Ads
By clicking on the authorization button, you will be redirected to Microsoft Ads. Login with the right ad account and complete the steps.
Authorization - LinkedIn
Clicking on the authenticate button will launch a pop up from Linkedin in which you need to approve the connection between Billy Grace and your Linkedin Ads account.
Authorization - TikTok
By clicking on the TikTok button, you will be re-directed to TikTok. Showing the selected account and the access that you will give to Billy Grace. It is best to leave everything checked. Click confirm to finish the process.
Authorization - Pinterest
By clicking on the Pinterest button, you will be re-directed to Pinterest and see the message below. Click Give Access to finish the authorization with Pinterest.
After the authorization, you can select the correct id's per channel by clicking on the edit button next to each field.
Billy Grace synchronizes every night and right after authorizing one of the channels. Depending on the size of data, the first data will be imported in the upcoming hours. In the meantime, you can install the Billy Pixel and set up the required UTM-structure to track conversions of your marketing campaigns.
3. Install the Billy Grace Pixel
In order for Billy Grace to start collecting data, you need to install the Billy Grace Pixel. A Pixel is a small snippet of code, either HTML or JavaScript. This Pixel is used to gather information about website visitors and track their activity. Without the Pixel, Billy Grace can’t receive data and will not work properly. Read the installation guide for a step by step how-to or watch the video's below. The installation is easy and will only take 30 minutes.
How to install the Pixel in a Shopify store or with Google Tag Manager
Installation Guide Shopify
2. Installation Guide Google Tag Manager
4. Configure Custom Events
Custom events are your website events that you want to measure and optimize on with Billy Grace. Custom events could be something like: add_to_cart, begin_checkout, purchase or something similar. The configuration of custom events with Google Tag Manager is used in Billy Grace for the measurement and optimization possibility of your events. As an example: if you would like to optimize your revenue then you’ll need a custom event that measures your revenue.
How to configure your own Custom events?
If you installed the Billy Grace Pixel directly in Shopify you do not have to configure any custom events;
If you installed the Billy Grace Pixel in Google Tag Manager you’ll need to follow these steps:
Important: Clients that installed the Pixel directly in Shopify do not have to configure Custom Events because our Pixel will automatically extract your Shopify events to Billy Grace. This automation is not possible with Google Tag Manager and therefore you need to manually configure your events.
5. Add UTM's to all running marketing campaigns
A UTM (urchin tracking module) is used to track the origin of website visitors. You can add UTM’s behind all links that refer to your website to track the origin. The UTM consists of the following parameters:
Source: the “source” parameter is used to track the source of your traffic. For example, a website name, search engine or a social network;
Medium: the “medium” parameter is used to identify the medium used to share the link. For example, a medium is social, cpc, ppc, email, etc.;
Campaign: the “campaign” parameter is used to identify a campaign or promotion tied to your link. For example 2022January-productname or Performance Max campaign (bestsellers);
Term (optional): the “term” parameter is used for paid search campaigns to track relevant keywords. For example, buy shoes, black tracksuit, t-shirt, etc.;
Content (optional): the “content” parameter is used to track different types of ads that link to the same landing page. For example, three advertisements in three different campaigns that have the same landing page link attached.
Important: by adding the right UTM’s to the profile tab, Billy Grace knows exactly on which ad the client clicked before arriving at your website.
For the full explanation of UTM’s per channel, read this article. When you are done adding UTM's to all active campaigns, you can set up your first Optimization in Billy Grace.
Minimum required parameters per Channel
In order for the Billy Pixel to accurately attribute clicks across channels, the following parameters are mandatory.
Meta
&bg_source=fb&bg_source_id={{ad.id}}
{lpurl}?bg_source=ga&bg_campaign={campaignid}&bg_kw={targetid}&bg_source_id={creative}Keep in mind that bg_campaign={campaignid} is required for the correct tracking of Performance Max campaigns.
&bg_source=pt&bg_source_id={adid}
TikTok
&bg_source=tt&bg_source_id=__CID__
Bing
&bg_source=bi&bg_source_id={adId}
LinkedIn doesn't support dynamic UTM's. This means that campaignid and creative_id have to be manually replaced with the proper values when setting up a campaign in the LinkedIn ad manager.
&bg_source=li&bg_campaign=campaignid&bg_source_id=creative_id
5. Optimization Creation
Billy Grace can help you to maximize your ROI from paid advertising campaigns. In order for Billy Grace to know what to optimize, you will need to set up an optimization goal in Billy Grace and add marketing campaigns. To set up your optimization goal follow these steps:
Click on “optimizations”;
Fill in the details of your optimization goal:
Optimization Name: Fill in the name of your optimization goal;
Attribution model: on which attribution model should Billy Grace optimize, “Last-Click”, “Multi-touch attribution” or “Unified Marketing Measurement"?
Daily Budget: fill in your maximum daily budget;
Goal to Optimize: what goal do you want Billy Grace to optimize? Choose default goals (impressions, sessions or clicks) or optimize one of your custom goals;
Select your Campaigns or Adsets which should be used in your optimization:
Campaign Name: The name of the campaign, visible inside the interface of Billy Grace;
Choose the campaigns and adgroups here that have the same overall goal. For example, increasing revenue or any other goal that is measured by our pixel.
Settings of optimization
Activate Optimization: Select this if the optimization must be set to active upon creation. Optimizations run each night, after activation Billy Grace delivers the first recommendations tomorrow morning.
Automatically optimize budgets Each Night: Select if you want Billy Grace to change budgets of your campaigns automatically. (Campaigns that are optimized automatically perform 3.6 times better).
Start Date: Start date of the campaign. (can be set in the past)
End Date: End date of the campaign.
Check all settings one more time and click on Create Optimization to save the optimization settings for your campaigns. The algorithm will run each night, meaning that you will get the first recommendation tomorrow morning.
Navigate to Optimization Performance to see the first recommendations and results.
Want to know more about our platform? Visit the helpdesk for your next step to success.