Meta Business Help Centre

Use custom conversions to filter events in Meta Events Manager

You can use custom conversions to filter events using parameter rules or URL rules, which helps you understand website visitor actions in more detail. For setup tips, read through our best practices for custom conversions.

Before you begin

Set up a Meta pixel on your website.
Create standard events or custom events on your website.

Use custom conversions to filter events

To use custom conversions to filter events:

Go to Meta Events Manager.
Click Custom conversions in the top-left menu.
Click Create custom conversion.
Enter a name for your custom conversion.
Optional: Add a description.
Select your data source.
Select your conversion event.
If you select All URL traffic or a custom event, you'll see the option to Choose a standard event for optimisation. We recommend that you keep the category we chose for you. If you want to choose a different category, select the one that best describes the conversion event that you're optimising. Learn more about standard event categories in our best practices.
Set up a rule using a URL or event parameters. You can select parameters that you currently send with the event that you selected. If you don't see the parameter that you want to choose, update your pixel or Conversions API setup to send the parameter with your event.
Note: Parameters follow the or condition. For example, if you create a custom conversion using a purchase event and type in Product A, Product B and Product C in the content_id parameter value, the custom conversion measures when someone purchases product A, B or C.
Click + if you'd like to add more rules.
Note: Rules follow the and condition. For example, if you create three separate rules for content_id equals A, content_id equals B and content_id equals C, the custom conversion measures when all three events occur.
Optional: Click to tick the box next to Enter a conversion value, then enter your value. Only use this field if the events in your custom conversion don't already have a conversion value. Use whole numbers and don't include any additional characters.
Click Create.

You've created a custom conversion.

Note: The maximum number of custom conversions per ad account or business portfolio is 100, but you can delete ones that you don't want and create new ones.

Activate your custom conversions

After you've created your custom conversion, navigate to the Page of your website that it's referencing to trigger it. Then, check the Custom conversions tab in Events Manager to see if it worked (status is active).