Through Custom Conversions, Meta (Facebook & Instagram) understands which user actions are particularly valuable for you and can optimize your campaigns to generate more of your desired results. Here’s a guide on how to set this up in your funnel.
Custom Conversions explained
Custom Conversions allow you to specifically track and measure different events in your Perspective Funnel on Meta (Facebook & Instagram).
For example, you can precisely see in Meta how many leads came through which ad.
Custom Conversions also allow you to better optimize a campaign toward the lead event, which can significantly improve your ad campaign's performance.
Requirements for setting up a Custom Conversion:
An active pixel installed on your funnel
The funnel must be re-published after installing the pixel
A test lead must be submitted in the funnel
Cookies must be accepted in the funnel; otherwise, the pixel won’t activate (Also ensure that your ad blocker is turned off, or no events will be transmitted)
If the pixel isn't installed or no lead has been submitted after installation, setting up the Custom Conversion will not work correctly.
How to create a Custom Conversion:
Note 💡: This guide assumes that you meet all the requirements listed above and that you follow the steps exactly in the given order.
Create standard events for relevant buttons
Open your funnel and select a button you want to set up as a Custom Conversion.
You are free to choose which and how many buttons you want to track.
We recommend tracking the button on the contact form, as leads generated here are especially valuable.
Remember the text on the button, then go to your funnel settings by clicking “Apps” in the top menu, and then selecting “Meta (Facebook & Instagram)”.
Click on it and then select “Show Advanced Settings”. Check if the Facebook Pixel is properly connected.
Now scroll down to “Link your events to standard FB events” and click “Add Entry”. Then find the desired button from the list....
Select the appropriate Meta event you want to associate it with. We recommend choosing the "Lead" event, regardless of whether it's an application or an appointment booking.
Save the settings and re-publish your funnel to upload the changes.
Submit a test entry in your funnel now to send the events to Meta. Check if everything is correctly transmitted. If not, you can find out why your tracking isn’t working here.
Finding and using events in the Meta Events Manager
Go to Meta Business and open the Events Manager from the right-hand menu.
In the Events Manager, click on “Data Sources” and select the correct pixel.
Scroll down to see all events tracked by your pixel on the left-hand side. On the right, you can see when each event was last updated.
With the Lead Event (or any other Meta event like Submit Application), you can now create a Custom Audience and use it for future ads. This is particularly interesting because these are users who have already shown interest in your product or service.
Explanation of the events in your Events Manager:
Page View
We track all pages of your funnel by default using the Pixel. Each page is distinguished individually (e.g., Page View start, Page View: page_zqdjr (page 2), Page View: Thank you page).
Visit
Tracks funnel visitors when opening the funnel (only fired once per funnel visit).
Generic IDs (like 628dee4332b4450019573242)
Standard buttons, quiz fields, etc., on your funnel page without a specific FB event assignment.
Lead
The mapped Lead Event that tells Facebook that executing this event (clicking the button under the contact form) is particularly valuable.
In lead generation, we always want to optimize towards this event.
Answer Events
Shows the answer given on the previous page.
💡 What's the difference between "Visit" and "Page View"?
The "Visit" event is only fired once per funnel visit — when the user first enters the funnel.
The "Page View" event is fired on every single page within the funnel.
You could, for example, use the "Visit" event as a conversion event in Meta if you want to track the visit to the first page as a conversion.
Find more information on the following topics in our Help Center: