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How can I track Custom Conversions in Meta?
How can I track Custom Conversions in Meta?

This way you can also track your leads on Meta.

Luise avatar
Written by Luise
Updated over 11 months ago

In this article you will find the answers to the following questions:

  1. What is a custom conversion?

  2. What requirements do I need to set up a custom conversion?

  3. How do I create a custom conversion?

  4. Explanation of the events in your Event Manager
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What is a Custom Conversion?

Custom conversions allow you to track and measure different events on your perspective funnel in Meta.

For example, you can see in Facebook exactly how many leads came through which ad. Custom conversions also allow you to optimize a campaign in Facebook for the lead event, which significantly improves the performance of your advertising campaign.

What requirements do I need to set up a custom conversion?

  1. An active pixel on your funnel

  2. Funnel is republished after the pixel has been set up

  3. A test lead has been submitted in the Funnel

  4. The cookies in the funnel need to be accepted, otherwise the pixel may not become active

If the pixel is not installed, or no lead has been subsequently submitted to your funnel, the creation of the custom conversion will not work as desired.


How do I create a custom conversion?

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This guide assumes that you meet all of the requirements listed above and that you follow the steps below in the exact given order.

Part 1: Create standard events for the corresponding buttons

  1. Open your funnel and select a button that you would like to set up as a custom conversion.
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    You can freely decide which button you want to choose and how many. We recommend to track the button below the contact form, because here the leads become especially valuable due to the entry contact form in your funnel.
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  2. Memorize the text on the button. Now go to your funnel settings and select the tab "Integrations".
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  3. Click "Connect with Facebook Pixel". The Facebook Pixel needs to be activated, otherwise the set up of the standard event won't work.
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  4. Now click on "Show advanced options" and proceed to the section "Map Your Events to Standard FB Events". Choose the function "+Add entry" and search for the name of your button to select it.
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  5. In the next step select the Meta event that you want to use.
    We recommend to use the event "Lead" regardless of whether you built the funnel for generating applications or an appointments.
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  6. Save the settings by republishing your funnel to make sure the changes are uploaded to your live funnel.
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  7. Enter a test lead in your funnel to ensure the events will be provided to Facebook.

Part 2: Find and process events in Meta

  1. Go to your Meta Ads Manager and select the company account where your pixel is stored.
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  2. Switch to the Events Manager and select your pixel from the list.
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  3. Now you should see all the events that were tracked by your pixel on the left side of the page. On the right you can also see when the event was last updated:
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Based on the Lead Event (or another Facebook event such as Submit Application), you can now create a new target group and use it for future advertisements.

This is particularly interesting for you because these are Facebook users who have shown interest in your product or service.

Explanation of the events in your Event Manager

  • Page View
    We track all pages in your funnel with the pixel you set up. The distinctions are made per page (Page View start, PageView: page_zqdjr (e.g. page 2) and Page View: Thank you).
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  • Visit
    Tracks Funnel visitor when opening the funnel (only sent once per funnel visit).
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  • 628dee4332b4450019573242
    Normal buttons, quiz fields etc. on your funnel page without FB event affiliation.
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  • Lead
    The lead event you mapped, which shows Facebook that the execution of this event (a lead clicks the button below the contact form) is particularly valuable.
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  • Answer Events
    Always shows the answer that was given on the previous page.

💡What is the difference between "Visit" and "PageView"?

  • The Visit event is only fired once per funnel, when the funnel is visited.

  • The PageView event is fired on every single page of your funnel.

The visit event can be stored as a conversion event in Meta, for example, if you want to track the visit on the first page as a conversion.
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Find more information on the following topics in our Helpcenter:

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