Standard vs Custom Conversion Events | Nicole Keir

Should You Use Standard Events Or Custom Conversions To Track Facebook Ad ​Performance?


If you're using Facebook ads you need to track your conversions, otherwise:

  • The algorithm has no way of optimizing your ads for your goals
  • You have no way of measuring your ad performance
  • ​You'll end up wasting your ad spend

​If you have the Facebook pixel installed on your site all you need to do is setup tracking for each conversion.

Keep In Mind That:

​A conversion is any action you want ​your visitors to take, it's not just when they make a purchase. 

There are two ways to track your website conversions using the Facebook pixel:

Standard Events

There are 9 standard events that you can track with the Facebook pixel.

If you want to track any of these types of conversions you should use standard events because:

  • They are more accurate
  • They give you more features
  • They are compatible with dynamic product ads
  • They can track the conversion value of a dynamic checkout system
  • You can add parameters for even more detailed ​data reporting

T​here's also ​suggestions that the algorithm can better optimize for standard event conversions because it has more data on them.


Custom Conversions

These are created in your ads manager using URL rules. ​

​You should use custom conversions to track any events that aren't ​listed in the standard events or in the event that you need to track conversions based on user behavior​.

For example, you would use custom conversions if you wanted to optimize for people who only viewed products in a specific category like mens clothes or kids shoes or womens watches, etc.


​Need Any Help With This?

If you ​want more personalised help with tracking your ​website conversions & goals you should check out my main business website ViaFunnel.com.

May 24, 2018