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A Guide to Standard Events, Custom Events, and Custom Conversions

Jon Loomer

This is possible with the help of standard events, custom events, and custom conversions. In this post, we’ll focus on the following: Definitions of standard events, custom events, and custom conversions Examples of each one Explanations of how they are used General tips on how they are created When should you use each?

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Differences Between Custom Events and Custom Conversions

Jon Loomer

But one of the most common points of confusion I see is understanding the differences between custom events and custom conversions. This became especially obvious recently as I’ve written more about custom events. Custom Events To understand custom events, we first need to define “standard events.”

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When Broad Targeting Fails

Jon Loomer

It could also be because you’re running an Advantage+ Shopping Campaign. This is now the default option when setting targeting in manual campaigns, though you can currently switch back to the original audience options. It’s a weakness if you expect people who perform your optimization event to also perform other actions.

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Don’t Optimize for Clicks!

Jon Loomer

A popular strategy is to run Traffic campaigns that optimize for link clicks or landing page views. One alternative is creating custom events for deeper engagement on your website. I have events for scroll depth , time spent , starting my podcast player, clicking internal links, playing embedded YouTube videos , and a whole lot more.

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The Facebook Ads Metrics That Matter

Jon Loomer

How did your advertising campaign perform? It allows me to easily compare campaigns and ad sets without making changes. To make it easier, let’s group the metrics I use by category… Metrics: Campaign Basics. They’re the campaign basics. Metrics: Standard Events. Metrics: Custom Events.

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Example: How to Use Custom Metrics in Facebook Ads Manager

Jon Loomer

This can be critical to properly evaluate the performance of a campaign. But, what about if that campaign isn’t effective? If you run an engagement campaign, you’ll likely optimize for something like Video Views or Post Engagement. But, a custom metric can get really interesting if you use custom events like I do.

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How to Find Your Audience on Social Media

Social Media Strategies Summit

That way, you know how many people you can reach who are actively interested in your product or service, which helps you gauge the success of your campaigns. Image source If not, consider embedding a survey on your website or promoting it via on-site popups or chatbots.