These actions are way better than link clicks…
You may want to drive traffic to your website with ads, but your goal isn’t a sale or lead. The link click and landing page view aren’t good enough.
This is one benefit of custom events with Google Tag Manager.
One of the 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 I create uses a timer trigger. It fires when someone spends 1, 2, or 3 minutes on a page.
Another custom event I have uses a scroll depth trigger. It fires when someone scrolls at least halfway down a page.
These are two easy ways to measure engagement that are far more valuable than simply loading the page. I add columns for these events to my Ads Manager so that I can see how many of the 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 result in longer visits and deep scrolls.
You can also optimize for these events instead of link clicksThe link click metric measures all clicks on links that drive users to properties on and off of Facebook. More or landing page views when your goal is to drive quality traffic.
If you want, you can also target the people who perform these events to focus on reaching the most engaged visitors.
This is what I do!
