Standard Events or Custom Conversions?
Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid).
- Standard Events: Allows you to track specific events, optimise for conversions and build audiences with the use of the pixel code.
- Custom Conversions: Allows you to customise an event by adding rules and parameters that define specific customer actions. You can use Custom Conversions if you can’t or don’t want to add Standard Events to your website
| Standard Events | Custom Conversions |
| Created by adding to the Facebook Pixel base code | No extra code required. Created in Ads Manager using URL rules |
| Customised with parameters | Customised with granular URL rules |
| Aggregated reporting | Separate reporting |
| Complete with dynamic product ads | Not compatible with dynamic product ads |
Like I said earlier, events allow you to track specific actions on your website, which includes the following:
- Add to cart
- Contact
- Initiate Checkout
- Lead
- Purchase
- Schedule
- Start trail
- Add payment info
- Add to Wishlist
- Complete registration
Setting up a Standard Event & Custom Conversion is a bit more complicated than installing the pixel itself, but I’ve linked a great video below where you will be able to follow whilst setting it up.
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