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  • Writer's pictureLeedr

How to create a custom conversion in Facebook Meta

Updated: Jul 31, 2023

A Facebook Meta custom conversion is a powerful tool that enables advertisers to track and measure specific actions taken by users on their websites. It allows you to define and track actions beyond the default events provided by Facebook Pixel, such as purchases, sign-ups, downloads, or any other conversion event that is relevant to your business goals.

Why is a custom conversion important for people running ads on Facebook Meta? Here are a few key reasons:

Precise Tracking: Custom conversions provide a more granular level of tracking compared to standard events. Instead of relying solely on general events like page views or clicks, you can track specific actions that are critical to your business's success. This level of precision enables you to gain deeper insights into user behaviour and measure the effectiveness of your ads.

Optimised Ad Campaigns: By tracking custom conversions, you can optimise your ad campaigns based on the specific actions you want users to take. It allows you to focus your advertising efforts on driving those actions and measure the success of your campaigns in achieving your desired goals. This data-driven approach helps you allocate your ad budget effectively and maximise your return on investment.

Enhanced Audience Targeting: Custom conversions provide valuable data that can be utilised for audience targeting. You can create custom audiences based on specific actions taken by users, enabling you to reach individuals who have already engaged with your website in a meaningful way. Targeting these highly relevant audiences increases the likelihood of conversions and improves the overall performance of your ads.

Conversion Optimisation: Custom conversions serve as a foundation for conversion optimisation strategies. By tracking the actions that lead to conversions, you can leverage Facebook's optimisation algorithms to deliver your ads to users who are most likely to take similar actions. This helps you generate more conversions and achieve your campaign objectives more efficiently.

Facebook Meta custom conversions offer advertisers a powerful way to track, measure, and optimise specific actions on their websites. By leveraging this tool, advertisers can gain deeper insights, improve ad performance, and drive meaningful results for their businesses. Whether you're aiming to boost purchases, sign-ups, or any other conversion event, custom conversions are an essential component of a successful advertising strategy on Facebook Meta.

To create a custom conversion, you will need to have access to your website's code and have already installed the Facebook Pixel.

Step 1: Navigate to the Facebook Events Manager

Go to and select your account.

Click Settings (1)

Then click on Data Sources (2)

And Custom Conversions (3).

This takes you to the customer conversion page.

Step 2: Click on "Create Custom Conversion"

Next, click on the blue button that says "Add." You can choose to add an existing custom conversion to your business manager or create a new conversion (recommended).

Step 3: Give Your Conversion a Name

Give your conversion a descriptive name that will make it easy to identify later.

Step 4: Choose a Category

Select a category that best describes the action you want to track. This will help you organise your conversions later on.

This will depend on your business and the action you want to measure when people visit your website from your ads. The most common is to use ads to have people convert on a web page or store so we'll use the "purchase" event in this example.

Step 5: Add Rules

In this step, you will need to add rules to specify when the conversion should be triggered.

We want to measure the conversion point when someone completes a purchase on the page. When this happens the user will be sent to a "Thank You" page which will have its own URL (see the example page below).

If your website doesn't have a thank you page that it sends customers to once they checkout, click here to skip to the next section.

To measure this, we need to enter the URL of the thank you page

Meta gives you two options when entering the URL. You can specify that it "Contains" the URL, or the URL matches it "Exactly".

We always recommend using "Contains" because in some cases the confirmation URL might include UTM's or other slugs added to the end of the Thank You page URL and if that happens when you've chosen "Exact" it won't fire.

You can add a value for each conversion which is helpful to measure your return on ad spend (ROAS).

Step 6: Save Your Conversion

Once you've filled out all of the required fields, click on the "Create" button to save your custom conversion.

Creating a Custom Conversion Without a Thank You Page

Ok, so you don't have a thank you page. No problem. Here's how you create a custom conversion when customers click the submit or purchase button on your site.

Step 1: Go to Data Sources Panel

Click on Data Sources and make sure your pixel is selected. The next step is to click on "Add Event"

Click on Add Event and choose "From the Pixel"

Step 2: Add New Event on your Site

Once you've selected "From the Pixel" A modal screen will pop up asking you to enter the URL of the checkout page. Meta will then open the checkout page where you can direct where the event will take place on the page.

Step 3: Select the Event Type

Choose from one of the events in the list to classify the type of conversion.

Step 4: Track Button Click Conversion

Click on the "Track New Button" to choose which button press is the conversion event.

Select the button that you want to record the conversion event on.

Confirm the event is selected for the button you've chosen.

Optional Step: Assign Value to the Conversion

This step depends on the type of conversion you're recording. If it's an e-commerce conversion you'll have a value you can assign. If the conversion is a lead, it's a little harder to assign a value to the conversion so you can skip this step if you want.

Test Your Conversion

To make sure your conversion is working correctly, you can use the Facebook Pixel Helper, a Chrome extension that helps you troubleshoot your pixel and custom conversions.

Congratulations! You've successfully created a custom conversion in Facebook Meta. Now you can use this conversion to track specific actions on your website and optimise your ad campaigns accordingly.


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