About standard and custom website events

Meta uses event data to show ads to people who are likely to be interested in them. One type of marketing data is website events, which are actions that people take on your website. For example, making a purchase or adding an item to their basket.

As people interact with your business, integration methods such as the Conversions API and Meta pixel allow you to share those events to help you power your Meta ads so that you can reach a more relevant audience, provide a more personalised ad experience and optimise your ad campaigns towards better business outcomes.

There are two categories of events advertisers can choose to share: standard and custom.

• Standard events are actions with predefined names that we recognise and support across ad products. When you set up standard events using the event setup tool, a partner integration, your pixel code or Conversions API code, you can share those standard events with Meta to help you optimise for conversions and build audiences. Learn more about standard website events.
• Custom events are actions that fall outside of those covered by our standard events. You can give them a unique name to represent the action taking place. When you set up custom events in your pixel code or Conversions API code, you can share those custom events to help you optimise for conversions and build audiences. Verify custom website events in Meta Events Manager to help make them available for advertising purposes such as in ad campaigns, custom conversions, custom audiences and lift studies. Learn about verifying custom website events in Events Manager.

Here's what your website code will look like with standard or custom events installed:

1. Your website's original code.
2. Your Meta pixel code.
3. Your standard or custom event code. The example above shows an add to cart event, which is a standard event. Learn more about how to set up standard and custom events in your website's code.

Add events on the Pages that matter to your business to help you understand your customers' journey. If you set up events along their path (for example, from product page views to a purchase) it may help you measure and optimise your ads for the conversions that mean the most to your business. Once your events are set up, learn how to understand your events in Events Manager.

Best practice is to send the same website events through both the pixel and the Conversions API. This can help improve the performance and measurement of your Facebook ad campaigns. Learn more about best practices for the Conversions API and best practices for the Meta pixel.

Note: We don't want or permit advertisers to use the Meta Business Tools to share prohibited information about people, which is information defined as sensitive under applicable laws, regulations or industry guidelines, or otherwise not allowed under our terms and policies. Sharing this type of information is a violation of the Meta Business Tools Terms. Learn more about prohibited information.