Best practices for custom conversion setup in Meta Events Manager

When you create custom conversions, follow these best practices for setup:

• Select the event that you want to optimise as your conversion event. For example, if you want more website purchases, select Purchase as your conversion event. You can only select an event that you've already set up on your website.

  • If you select a standard event as your Conversion Event, you don't need to choose a standard event for optimisation.
  • If you select "All URL traffic" or a custom event as your conversion event, you need to choose a standard event category for optimisation. Standard event categories help us show your ads to people most likely to take that action. We recommend a standard event category for you. If you'd like to choose your own category, choose the most similar standard event to optimise under Choose a standard event for optimisation. Learn more about standard events.
• Enter your value as a whole number without any additional characters. For example, if you're selling tickets worth USD 10, use 10 for this value. Conversion values let you view your return on ad spend in your reports.
• Use the value field only if the events in your custom conversion don't already have a conversion value.

• When adding a "URL equals" rule, copy and paste the exact URL, including https://www. We only count a conversion when the URL exactly matches what you put in the URL field for your custom conversion. If someone lands on a version of the URL with any additional text beyond what is pasted into the URL field (e.g. UTM parameters, http vs. https, or even an extra "/" at the end), we won't count the conversion.

  To maximise your ability to track your custom conversion accurately, we suggest using "URL contains" and pasting the minimum portion of the URL needed to distinguish this page from any other pages on your website.

• For custom conversions that use "All URL traffic" as the conversion event, make sure that the URL web page has the pixel base code with the page view event on it. Use the Meta pixel helper to confirm.
• Use standard events instead of custom conversions if you want to optimise your dynamic product ads. You can't use custom conversions to optimise dynamic product ads, but you can still use them to set up and measure Meta Advantage+ catalogue ads (previously known as dynamic ads).
• Before you delete a custom conversion, change how those ad sets are optimised. Ad sets optimised for deleted custom conversions will still deliver, but may start to perform poorly because we no longer match or update the custom conversion. The maximum number of custom conversions per ad account is 100, but you can delete ones you don't want and create new ones.
• Use the minimum number of rules needed to create your custom conversion. The fewer rules you add, the larger your audience size. This helps you achieve more conversions.
• Maintain custom conversions by ensuring that custom conversions are active. Custom conversions are automatically archived if they're inactive or we don't receive them in two years. To reinstate a custom conversion that was automatically archived, create a new custom conversion with the same rules.