Standard Events or Custom Conversions for Facebook Ads?

Standard Events or Custom Conversions???

Confused about the difference between Standard Events or Custom Conversions on Facebook? We’ve got you covered on Coursenvy!

Make sure to check out our Facebook Marketing Mastery Course here: http://coursenvy.teachable.com

So first let’s DEFINE CONVERSIONS:

In order to track and optimize for events on your website that matter to you, you need to define them as conversions. Standard events are already conversions, so if you’re using standard events, there are no extra steps needed. They’ll be available for you to track or optimize on.

If you’re using custom events, plan to use URL-based rules, or want to define a conversion as a specific subset of standard events, you’ll need to take the steps detailed below.

 

Using custom events as conversions

To use custom events as conversions:

  1. Implement custom events in your page code: https://developers.facebook.com/docs/marketing-api/facebook-pixel/v2.5#customevents
  2. Go to your Facebook Pixel tab in Ads Manager: https://www.facebook.com/ads/manager/pixel/custom_audience_pixel/
  3. Click Create Conversion > Track Custom Conversions
  4. In the “Rule” section, click the dropdown and change URL Contains to Events

    Note: It may take a moment for Events to appear

  5. In the field underneath the dropdown, select the custom event you want to define as a conversion
  6. In the “Category” section, click the Choose a Category dropdown and select the most appropriate choice
  7. Name the custom conversion
You can also add a default conversion value, which we’ll use if values aren’t being sent dynamically as a parameter within the custom event. When a value isn’t set or sent, we’ll set it to 0 by default.

View your custom conversions: https://www.facebook.com/ads/manager/custom-conversions

Using a subset of standard events as conversions

To use a subset of standard events as conversions:

  1. Go to your Facebook Pixel tab in Ads Manager: https://www.facebook.com/ads/manager/pixel/custom_audience_pixel/ 
  2. Click Create Conversion > Track Custom Conversions
  3. In the “Rule” section, click the dropdown and change URL Contains to Events.

    Note: It may take a moment for Events to appear.

  4. In the field underneath the dropdown, select the standard event.
  5. If the event has sent parameters with it, you’ll be able to select the key pair value. If you do not see it but expect it, make sure the event is set up to send data in parameters.
  6. In the “Category” section click the Choose a Category dropdown and select the most appropriate choice
  7. Name the custom conversion.
You may also add a default conversion value. We’ll value the given conversion at the amount you specify if values aren’t being sent dynamically as a parameter within the custom event. When a value isn’t set or sent, we’ll set it to 0 by default.

View your custom conversions: https://www.facebook.com/ads/manager/custom-conversions

To create a campaign using your pixel:

  1. Go to ad creation: https://www.facebook.com/ads/create
  2. Select the Increase conversions on your website objective
  3. Click Continue
  4. Choose a conversion event
  5. Finish creating your campaign, making sure you:
    • Select Conversions as your “Optimization for Ad Delivery” choice at the ad set level
    • Enter the URL of the page you want to track conversions on in the “Destination URL” field at the ad level
  6. Click Place Order when you’re done

Keep in mind you can use the Facebook pixel in the same way when creating your ads in Power Editor. Your ad will automatically track all available conversion events so you don’t need to manually select a pixel for tracking. You’ll be able to see all this data in your ads reports.

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