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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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Advantage+ Shopping Conversion Events

Jon Loomer

Here are some examples… 1. The conversion event was originally locked in as Purchase. Now you can select from any of your standard and custom events. You don’t even technically need to select an event that has anything to do with the purchase flow. Defaults were locked in. Since then, Meta has opened it up a bit.

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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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Pass Dynamic Purchase Value With Meta Events

Jon Loomer

If you pass purchase events to Meta via the pixel and API, you may be aware of a challenge: What do you do when the value of the purchase is variable? It might look like this… fbq('track', 'Purchase', { value: order_total, currency: 'USD' }); In this example, we replace the dollar amount with a variable that reflects that total.

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How to Test Meta Conversion Events

Jon Loomer

One of the primary reasons for bad reporting in Meta Ads Manager is conversion events that were set up improperly. This includes standard events, custom events, and custom conversions. You should test your events before relying on them in your Ads Manager reporting. Is the wrong event reported? Is the event firing?

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Example: How to Use Custom Metrics in Facebook Ads Manager

Jon Loomer

I want to take a second look at custom metrics today and provide two specific examples of how I use them. Before we get to a couple of examples, let’s dig a little deeper into why custom metrics are important. A Share, for example, can lead to many more people seeing your post. What Are Custom Metrics?

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Use ChatGPT to Generate Facebook Pixel Purchase Event Code

Jon Loomer

Here’s a good one: Use ChatGPT to generate purchase event code for your Facebook pixel. When creating a purchase event, you’ll need at least the following information: Product Name. Here’s an example: – PRODUCT: Power Hitters Club – Elite. For more resources on pixel events, go here.

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