About custom conversions for Web

This article refers to custom conversions for website events. Custom conversions aren't available for app events at this time. If you want to create a custom conversion using offline events, learn more here.

Custom conversions let you create rules for events. When you create these rules, you can measure more specific customer actions. For example, you can filter all purchases to measure just purchases of women's shoes over USD 40. You can then use your custom conversions as performance goals and reach people who are most likely to take the actions that you care about.

Use custom conversions to:

• Filter events. Add rules to standard events, custom events or all URL traffic to understand your customers' actions in more detail. For example, create a rule to measure the number of people who purchase items of a certain colour or price. Learn how to use custom conversions to filter website events.
• Set up standard events without additional code. If you have the Meta pixel base code on your website, you can use URL rules to log standard events. You won't need to add additional event code to your website. Learn how to use custom conversions to set up standard events without additional code.
• Performance goals for your custom conversion. When you create an ad in Meta Ads Manager, select your custom conversion performance goal. Bear in mind that you can't use custom conversions with dynamic product ads.
• Control what you share with partners. Share individual custom conversions instead of your entire data source with your business partners. Learn how to share custom conversions in Events Manager.

For example, an online clothing business wants to see online sales for men's clothing over USD 50. That business can create a custom conversion that fires every time someone makes such a purchase. To do this, they can select purchase as the conversion event and then create two rules:

1. A URL rule: The URL where this purchase takes place contains the keyword "mens".
2. A parameter-based rule: The value parameter is greater than USD 50.

Once we've received this custom conversion enough times, they can use it for performance goals. That means that we could show their ad to people who are most likely to purchase men's clothing over USD 50.

Read our best practices for custom conversion setup, then choose the setup instructions that match your objective:

• Use custom conversions to filter website events
• Use custom conversions to set up standard events without additional code

To edit, delete or share your custom conversions, use Meta Events Manager.

Note: If you create a custom conversion using an ad account that is part of a business portfolio:

• People with access to the business portfolio can view or manage custom conversions from both the ad account and business portfolio.
• People with access only to the ad account can only view or manage the custom conversions created by that ad account.