Hi – I have been officially “hustled” by Andy and am very happy to help.
The advice from Claire is spot on – you 100% need the Facebook pixel setup. This must be installed on your website and separately installed on your shopping cart. Once you have done this you will be able to better track sales from Facebook and especially important is showing FB who bought since this helps them to optimise for sales.
I agree that you need conversion campaigns and you can only do this once you have the pixel installed on your cart. What I also recommend is spending at least 30-50% of your ads budget on value add content that asks for nothing – informative, educational, humourous, etc – whatever matches your brand. Run targeted ads on this kind of content for engagement and traffic (facebook campaign objectives). Then, set up a custom audience in Facebook that includes everyone who has a) engaged on FB or Insta b) watched a video c) visited your website d) bought something in the past. This warm audience is the one to promote your conversion campaigns to.
To summarise.. show value-adding content to cold audiences using targeted ads, build warm and engaged audiences, then run conversion campaigns to sell to those warm audiences.
This might sound hard but only because you are learning it from scratch. The Facebook Blueprint course is a fabulous place to start and all of this would seem easy once you do that.
I hope it helps and good luck!