Custom eventsConversion events tracked by the pixel, app SDK, or API that are outside of standard events. These tend to be created to fit the publisher's needs when a pre-defined standard event will not. More are one of my favorite tools for Meta advertising. This is a deep dive to help you learn more about what they are and how you can use them.
1. Custom events are conversion events that occur on your website and fall outside of the predefined standard events. When people perform these events, you can use them for optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More, reporting, and targeting.
2. I walk you through some specific ways that I use custom events. Using a split screen, I engage on a page of my website while those events fire on Events Manager. Examples of my events include:
– 1 Minute Time on Page
– 50% Scroll Depth
– Pressed Share Button
– Video Watched
– Chatbot Clicked
3. One specific way to use custom events is for optimization. Instead of optimizing for a standard event or worse (link clicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More or landing page viewsLanding Page View is a Facebook ads metric that represents when people land on your destination URL after clicking a link in your ad. More), you can optimize for an action that you value that may produce more volume. Also make sure to use 1-day click only attribution settingAttribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More for most of these events.
4. You should also use custom events for reporting. Add columns for these events so that you can get a fuller picture of what people are doing on your website after they click your ad.
5. Finally, you can create website custom audiencesA website custom audience matches people who visit your website with people on Facebook. You can then create ads to show to that audience. More to target people who perform these events. While broad targetingIn most cases, mention of Broad Targeting refers to the removal of all potential targeting filters: No custom audiences, lookalike audiences, or detailed targeting. Instead, rely only on location and letting the algorithm do the work. More is all the rage, you can either target these people specifically or use them as targeting suggestions for Advantage+ Audience.
6. If you want to take your mastery of custom events to the next level, sign up for my training, which includes 24 lessons from beginner to advanced and everything in between. It will walk you through how to create these events, how to determine which events to create, and how to apply them.
