Standard Events vs. Custom Conversions on Facebook

Before you dive into the world of Facebook Ads, it’s important to understand how to track your results. Luckily, Facebook allows you to track conversions, optimize for conversions and build audiences all by adding a simple code to your website.

For more information on how to install your Facebook pixel read this.

Simply put, the Facebook pixel tracks actions on your website. These actions can be a result of Facebook Ads (paid) or organic reach (unpaid). When any action on your website occurs, your Facebook pixel logs it as an "event."

There are two categories for events: standard and custom.

Standard Events

Standard events enable you to track specific events, optimize for conversions and build audiences.

Standard events include:

• View content

• Search

• Add to cart

• Add to wishlist

• Initiate checkout

• Add payment info

• Make purchase

• Lead

• Complete registration

Custom Conversions

Custom events are actions that fall outside those covered by standard events. You can create and use them when you want to track something “non-standard”.

Custom conversions can also be used if you can't add standard events to your website.

Using Custom Conversions Instead of Standard Events

To create a custom conversion:

1. Go to your custom conversions section

2. Click Create Custom Conversion.

3. Add the URL, or part of the URL, that represents your custom conversion (ex: URL contains /thankyou.php for a thank-you page after a purchase). This would be equivalent to using the Make purchase standard event. If you're using URL Equals, make sure you include the domain (ex: www) too. Including "http" or "https" is unnecessary.

4. Give your custom conversion a name and description.

5. Add a conversion value if applicable (ex: If you're selling tickets worth $10, put $10 here). Including a conversion value allows you to view your return on ad spend in your reports.

6. Click Create > Done

So what’s the difference?

Standard events are actions Facebook recognizes and supports across ad products. By adding the pixel code to your website, you can use standard events to track your ads. Whereas custom events are URL-based rules that are not embedded into the code of your website.