4.08 – Create Custom Conversions
Facebook has standard conversion events that they automatically measure for you in their standard reporting (PageView, Lead, Purchase). Often, it’s necessary to further define a conversion when you have multiple events happening within your account. Perhaps you have multiple lead forms being promoted at one time, or individual order forms for various products and services. A Custom Conversion allows you to report and optimise on those specific conversion events. An example would be if you are running prospecting ads and you have two ways to generate a lead: by registering for a webinar or by registering for a phone consult. The pixel automatically tracks leads for you, but how can you know how many webinar registrations and phone consults the ad produced? By using a Custom Conversion.
To create a Custom Conversion, choose Custom Conversions from the Events Manager section of your Business Manager. Then click Create Custom Conversion at the top. Find the URL of the thank-you or confirmation page of the event you’d like to track.
In the Website Event box, you can choose All URL Traffic if you’re not sure, but if you’re already tracking it as a standard event (like a Contact, Lead, Purchase, etc.), choose that standard event name.
Paste in the URL of the thank-you or confirmation page in the URL box and potentially shorten it to the unique part. Name your Custom Conversion and assign it a value. If your Custom Conversion is not a purchase, you can assign it the value of a penny so the value is actually a count of the number of results.
In the example for the webinar, you’d paste in the URL of the thank-you page of the webinar registration and name that Webinar Registrant. Then you’d create a second Custom Conversion using the URL from the thank-you page of the phone consult form and call that Phone Appointments. See Figure 3-5 for a Custom Conversion setup.
Now you can both optimise for each of these events and see the results of the ad by adding these columns to your View and Reports. You’ll learn how to do that in Chapter 27. For now, just get any Custom Conversions setup that you might want to track.
