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Hidden Advantages of Custom Events to Meta Advertisers

Jon Loomer

I’ve used custom events for years now, and it’s always felt like a secret underworld of Meta advertising. It’s as if custom events are seen as being too complicated to even bother, if advertisers know about them at all. The best way to explain custom events is by defining some basic Meta ads conversion terminology.

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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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Custom Event for Embedded YouTube Video

Jon Loomer

This might be my favorite custom event. When someone plays an embedded YouTube video on my website, an event fires. You can even set this event as a performance goal and optimize for it. You could create a custom conversion using this event based on a specific video watched.

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Custom Events to Replace Link Clicks

Jon Loomer

This is one benefit of custom events with Google Tag Manager. One of the custom events I create uses a timer trigger. Another custom event I have uses a scroll depth trigger. I add columns for these events to my Ads Manager so that I can see how many of the landing page views result in longer visits and deep scrolls.

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Create a Custom Event for Quality Traffic

Jon Loomer

Since this deep engagement is important, I created a custom event that accurately reflects a quality visit. I can also optimize for this event instead of meaningless link clicks or landing page views. The post Create a Custom Event for Quality Traffic appeared first on Jon Loomer Digital.

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Virtual Event Strategy: Getting Started With Elephantine Events

The Social Media Hat

Season 01 Episode 03 of the Virtual Event Strategist Podcast. The post Virtual Event Strategy: Getting Started With Elephantine Events appeared first on The Social Media Hat.

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Are Meta Conversion Events Overcounting?

Jon Loomer

I often hear from Meta advertisers who think their conversion events are overcounting. But if conversion events actually are getting overcounted, there’s almost always a reasonable explanation. Let’s go through the steps to help you troubleshoot and correct this so that your events will fire correctly.