You're running your Meta Ads campaigns, and you see that there are some valuable conversions that are not really being tracked? Then it's time for you to create some Custom Conversions in Meta Ads. Custom Conversions allows you measure and optimize for the unique goals that matter most to your business; whether it's newsletter sign-ups, product views, or any other actions. By setting up these tailored metrics, you're not just collecting data – you're gaining insights that can transform your marketing strategy. So, let's squeeze more value out of your Meta Ads campaigns and learn how to track Custom Conversions in Meta Ads!
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How to Track Custom Conversions in Meta Ads:
Navigate to your Events Manager
Facebook Business Manager (under Advertise)
Meta Business Suite (under All Tools or Advertise)
Navigate to Custom conversions
Click on the Create Custom Conversion button
Name your Custom Conversion
Ensure you select the correct Data source (Meta Pixel on your website)
Set Action source to your Website
Set Event to all URL traffic
Select the URL Rules
Create (save) your Custom Conversion
Example 1: Track Contact Page Visits
We want to track acustom conversion every time a user visit the website and goes to the contact page. The specific URL is https://www.xyzlab.com/contact. We will set the URL condition (rule) to URL contains /contact. This will allow Meta to track the action (visit to contact page) every time it happens.
Example 2: Track Thank You Page
We want to track acustom conversion every time a user visits a 'thank you' page. We can set the URL condition (rule) to URL contains /thank-you. This will allow Meta to track the action (visit to thank you page) every time it happens.
TIP:
You can play around with various URL combinations and pages, and you can create multiple rules using the AND/OR logic (e.g. contains and doesn't contain certain URLs). We also recommend using contains as opposed to equals because it is more flexible.
Frequently Asked Questions on Tracking Custom Conversions in Meta Ads
What are custom conversions in Meta Ads?
Custom conversions in Meta Ads are specific actions that you define as valuable to your business, such as contact page visit, thank you page visits, product page views, form submissions, etc. They allow you to track and optimize for events beyond standard pixel events.
How many custom conversions can I create?
You can create up to 100 custom conversions per ad account.
Can I use custom conversions for optimization?
Yes, you can use custom conversions as optimization events for your ad campaigns, allowing Meta's algorithm to find people more likely to complete these specific actions. When setting up your ad campaign, you can choose a custom conversion as the optimization event in the Conversions objective.
Can I use custom conversions for retargeting?
Yes, you can create custom audiences based on people who have triggered your custom conversions, allowing you to retarget these users with specific ads.
Can I edit or delete a custom conversion after creating it?
You can edit the name and description of a custom conversion, but you cannot change its rules or parameters once created. If you need different rules, you'll need to create a new custom conversion.
You can also delete the custom conversion. However, it's important to note that deleting a custom conversion will remove all historical data associated with it, and this action cannot be undone.
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