Facebook Custom vs Standard Conversion Events

If you are running a Facebook Ads Campaign that is optimizing for a Custom Conversion Event, you've probably ran into this pop up:

This is because we only support ads campaigns that are optimizing for Facebook Standard Events, not Facebook Custom Events.

Per Facebook, here are the definitions for each:

What is A Facebook Standard Event?

Standard events are actions with predefined names that they recognize and support across ad products.  When you set up standard events using the Event Setup Tool, a partner integration, your pixel code, or Conversions API code, you can log those standard events, optimize for conversions and build audiences.

Here is a list of Facebook Standard Events:

Website action Description
Add payment info The addition of customer payment information during a checkout process. For example, a person clicks on a button to save their billing information.
Add to cart The addition of an item to a shopping cart or basket. For example, clicking an Add to Cart button on a website.
Add to wishlist The addition of items to a wishlist. For example, clicking an Add to Wishlist button on a website.
Complete registration A submission of information by a customer in exchange for a service provided by your business. For example, signing up for an email subscription.
Contact A telephone, SMS, email, chat or other type of contact between a customer and your business.
Customize product The customization of products through a configuration tool or other application your business owns.
Donate The donation of funds to your organization or cause.
Find location When a person finds one of your locations via web, with an intention to visit. For example, searching for a product and finding it at one of your local stores.
Initiate checkout The start of a checkout process. For example, clicking a Checkout button.
Lead A submission of information by a customer with the understanding that they may be contacted at a later date by your business. For example, submitting a form or signing up for a trial.
Purchase The completion of a purchase, usually signified by receiving order or purchase confirmation, or a transaction receipt. For example, landing on a Thank You or confirmation page.
Schedule The booking of an appointment to visit one of your locations.
Search A search performed on your website, app or other property. For example, product or travel searches.
Start trial The start of a free trial of a product or service you offer. For example, trial subscription.
Submit application The submission of an application for a product, service or program you offer. For example, a credit card, educational program or job.
Subscribe The start of a paid subscription for a product or service you offer.
View content A visit to a web page you care about. For example, a product or landing page. View content tells you if someone visits a web page's URL, but not what they do or see on that web page.

What is A Facebook Custom Event?

Custom events are actions that fall outside those covered by our standard events. You can give them a unique name to represent the action taking place. When you set up custom events in your pixel code or Conversions API code, you can log those custom events, optimize for conversions and build audiences.

Here is an example of a Custom Event:

How Do I Use PromoteKit If I Use Custom Conversions/Events?

Easy answer - switch to Standard Events! Custom Events/Conversions will be supported in the future, but for now, we suggest you convert your Custom Events to Standard Events.

How Do I Create A Standard Event?

Facebook's Event Setup Tool is the easiest way to create Standard Events. You can also replicate *some* of your Custom Conversions into Standard Events (especially if they are URL based or button based).

How Do I Convert My Custom Event Into A Standard Event?

With Facebook's Event Setup Tool! It's very easy and we are here to walk you through it.

Note - before you begin...

  • Make sure you have your Pixel on your landing page/website/smart link
  • Make sure you have admin permissions for the pixel.
  • And relax, because we gotchu

1. Go to your Events Manager

2. Select your Pixel and click Settings

3. Scroll down and you will find Event Setup. Click on Open Event Setup Tool to begin

4. Enter your website URL into the popup and click Open Website

5. With the Event Setup Tool, you can track buttons, or track specific URLs and assign them to specific Standard Events. For this example, we used a Linkfire link. We associated any button whose text is: "play" with the Standard Event: View Content. Click Finish Setup once you are done.

6. Now when you go to Test Events tab, you can verify that your Standard Event is now set up properly and is ready to be used with PromoteKit.

What Facebook Standard Events Does PromoteKit Support?

It depends on which ads campaign template you have selected!

View Content Template:

  • View content

E-Commerce Template:

  • Purchases
  • Initiate checkout
  • Add to cart
  • View content

How Can I Request A Template for A Specific Standard Event?

You can submit feature requests and other templates here.

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