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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. So many advertisers either think I’m discussing custom conversions or use the two terms interchangeably. You will need to utilize the pixel and/or Conversions API to define these actions.

Eventful 183
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Is This a Custom Conversion Bug?

Jon Loomer

When creating a custom conversion that maps to a custom event, there is no option to refine by parameter. That said, I do still have the ability to refine by parameter when creating a custom conversion mapped to a standard event. Using the example of a purchase, you could segment people by specific product or dollar amount.

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Compare Attribution Settings: Get the Most of Meta Conversion Data

Jon Loomer

Attribution is how Meta gives credit to an ad for a conversion. Established in the ad set when optimizing for conversions, the default Attribution Setting is 7-day click and 1-day view. Report your conversions, by default, based on that Attribution Setting. You want to see how many conversions happened within 7 days, too.

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Do Not Make This Mistake with Conversion Rate and Meta Ads

Jon Loomer

There is a common mistake made by Meta advertisers related to conversion rate and an attempt to scale ads. But it’s unlikely to work… Conversion Rate and Opportunity Like any good marketer, you pay attention to your website metrics with Google Analytics. And yet, no conversions. You can be better. Maybe this is you.

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Facebook Ads and the Role of Custom Conversions

Jon Loomer

Do you understand how custom conversions are used for Facebook advertising and how they’re different from standard and custom events ? The confusing part for many advertisers is that standard events, custom events, and custom conversions can all be used for both reporting and optimization. What products are people purchasing?

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Advantage Targeting: How Meta Audience Expansion Products Work

Jon Loomer

In just two years, of course, three different Advantage targeting products with expansion capabilities have rolled out (and a confusing fourth on the horizon). But it is automatically on (and can’t be turned off) when optimizing for any type of conversion, value, app event, or app install. It makes sense why.

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