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Conversions on Facebook

No, it’s nothing to do with seeing the light or suddenly feeling closer to a particular God. Facebook may appear to be a modern day deity but we assure you that faith has nothing to do with success when it comes conversion.

So first off, what is a conversion? ‘Convert’ suggests moving from thing to another, in this case it relates to customers converting from passive to taking action. This can include purchasing an item, adding items to a cart or signing up to receive more information. It’s where a lead commits something to your business, be it financial or informational.

These actions are termed as conversion ‘Events’ by Facebook. You can create conversion events to be tracked and optimise on Facebook’s advertising service using a tracking code, like Google uses for its Analytics service. There are two types of Events: Custom and Standard.

Standard Events


These are nine events that Facebook supports and are considered ‘typical’ or universally applicable actions a website would want to track.  To do this you add one of the above codes to the tracking code – Facebook refers to this as a ‘Pixel’ – already on your website. For anything that falls outside of these nine categories, Facebook allows you to create Custom events.

Custom Events

To track Custom events there is no additional code that you need to implement to your Facebook pixel, instead you simply use standard URL rules as shown below:


So, in these terms, the ‘event’ in the above example is reaching the thank you page. If you can only reach your website’s thank you page via the ‘Purchase’ page then you know you have made a sale and that is a conversion you most definitely want to track.  As it also shows above, you could have also used the standard event of ‘Make Purchase’ which would also measure the same type of conversion.


There are pros and cons of using either form of conversion event.  Standard events are by and large more accurate as they measure very specific things, whilst custom events can sometimes generate skewed data if you aren’t careful with how you approach your URL code. Standard events also offer a wider range of features such as setting up parameters (modifying the currency and value range in the ‘Make Purchase’ event for example) whereas Custom events are often seen to be easier to set up.

Below is a concise way of outlining the differences between the two:


Whichever you use, it is important to realise that conversions are one of the most important facets to consider when marketing. Without tracking your conversions and being specific as to what those conversions are, your marketing is essentially throwing a spear in the ocean and not bothering to check if you actually hit a fish.

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Nakita Mason

Author: Nakita Mason

I love words, tolerate people and my main goal in life is to figure out a way to poach eggs without them breaking.

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