Conversions are the centerpiece of any effective Meta advertising strategy. They help you define success, measure performance, and optimize for the action that you want. If your focus isn’t on conversions, you’re likely swimming in misleading, low-quality results.
It’s easy to say, “Focus on conversions.” But, there are many steps required to make sure that conversion attribution is complete and accurate.
That’s why I created this checklist for website-first businesses. You may not need all of these steps, but you should at least consider them all. In this post, we’ll cover the following:
- Add the Pixel
- Standard Events
- Custom Events
- Custom Conversions
- Conversions API for Web Events
- Conversions API for Offline Events
- Test Events
- Understand Attribution
- Interpret Results
I’ll cover the basics of each. At the end of each section, I provide a list of resources for deeper learning.
Let’s get to it…
1. Add the Pixel
If I had a dollar for every time I’ve heard the rumor that the pixel is about to die, I’d have at least $10. But, it remains relevant.
The Meta pixel is a snippet of code that is unique to the advertiser who controls it. When a page of your website loads, the pixel loads. Once that happens, any conversion events can be associated with the pixel. This will be necessary for conversion attribution, reporting, and optimization.
You need to add the pixel to your website. Not just on your home page. Not just the pages you believe are important. Every single page of your website. If some pages are owned by a third-party that allows you to inject your pixel, add it there, too.
I’d love to tell you that there is one, simple way to do this. But, it depends on how your website is set up.
If you’re lucky, there’s a simple integration. Shopify, for example, makes it very easy.
You can also inject the pixel to every page of your website using WordPress plugins and customizations of the header. I added the pixel to this website using Google Tag Manager.
Create a pixel.
To get started, go to Events Manager and click on the left to Connect Data Sources.
Select Web.
Enter the name of your dataset (whatever you’re calling your pixel) and click “Create.”
If you utilize one of the partners that can be used for integration, select it.
The “WordPress” integration utilizes the official Meta for WordPress plugin. Just know that you don’t necessarily need to use that plugin if your website is on WordPress.
If you’re connecting manually, let’s connect the pixel only for this demonstration.
Click “See instructions.”
You will now be taken through a pixel installation wizard.
Copy the pixel code and paste it into the bottom of the header section (right before the closing “head” tag) of the template of your website.
Consider turning on Automatic Advanced Matching to improve attribution (you can turn it on later within the Settings tab of Events Manager if you want to wait).
Apply a previously created pixel.
If you already have a pixel, find it within Events Manager under Data Sources. If there hasn’t been any activity on the pixel, select the option to Set up Meta Pixel.
If there has already been activity on the pixel, click the Add Events dropdown menu from the Overview tab and select “Add New Integration.”
Select “Meta Pixel” and click “Set Up.”
Choose to either manually add code or use partner integration.
From this point forward, the steps are the same as when creating a new pixel.
RESOURCES:
- How to Use Google Tag Manager to Manage the Facebook Pixel and Events
- What is the Meta Pixel?
- How to set up and install a Meta Pixel
- How To Set Up and Use Meta Pixel with Shopify
- Is the Meta Pixel About to Die?
2. Standard Events
The pixel itself is pointless without events. Events notify Meta when an important action occurs so that it can be used for attribution purposes. For example, if someone who saw or clicked your ad performs that event, it can be reported in Ads Manager.
Standard events are predefined actions that any advertiser can track. Examples include Purchase, Add to Cart, Initiate Checkout, Complete Registration, and Lead.
Once again, there are multiple ways to add standard events.
Add standard events manually.
Standard events are marked with a separate snippet of code that will be important if you’re adding standard events manually.
I also have a resource that generates the code if you are adding it to a page manually.
The main pixel will load with each page load. An event should only load when the action it represents has completed. For example, you don’t want the Purchase event to fire until the purchase is completed. This is why you might add the Purchase event code to the confirmation page following a successful purchase.
I add standard events manually, specifically with Google Tag Manager. A separate tag and trigger is created for each standard event.
Use the Event Setup Tool
The Event Setup Tool is a codeless method for creating standard events. You’ll find it once you reach the final step after creating your pixel.
You can also find it within the Settings tab in Events Manager.
Enter the URL of the page where you want to add a standard event and click “Open Website.” NOTE: Your pixel first needs to be on this page.
The page will load and a box will appear at the top left for managing events.
Only events created with the Event Setup Tool will appear here. You can create an event by button click (if the button is detected on the page) or URL (the URL of the current page).
Use partner integration.
If you use a partner like Shopify, most or all of this manual work will be unnecessary.
RESOURCES:
- A Guide to Standard Events, Custom Events, and Custom Conversions
- Facebook Pixel Event Generator
- Is the Event Setup Tool Worth the Hassle?
- Where Did The Event Setup Tool Go?
- Specifications for Meta Pixel standard events
- Best practices for Meta Pixel standard event setup
3. Custom Events
The concept of a custom event is rather straightforward. This is an action that is important but it cannot be defined using one of Meta’s standard events.
When possible, use standard events. Meta has standard event data from advertisers around the world to help optimize ad delivery to make sure that the people who are most likely to perform the action that you want will see your ads.
But, this isn’t always possible. You also may not use custom events for delivery optimization, but instead to provide additional reporting information.
I track dozens of important actions on my website that cannot be defined with standard events. They include:
- 2 Minutes Time on Page
- Scroll Depth 50%
- 2 Minutes AND 50% Scroll
- Video Watched
- Podcast Play
- Google Referral
- Internal Link Click
- External Link Click
Custom events for website activity are most often sent using code. They utilize the same code structure as standard events, but you define them. If you send an event that Meta doesn’t recognize by name, it’s a custom event.
I use Google Tag Manager to track these custom events. The primary reason for that is that GTM offers built-in trigger actions for things like timers (to track time spent), scroll depth, and embedded YouTube plays.
RESOURCES:
- A Guide to Standard Events, Custom Events, and Custom Conversions
- Create a Meta Pixel Event that Fires After Viewing a Page for 60 Seconds
- Create a Meta Pixel Event that Fires After Scrolling 70% Down a Page
- Create a Meta Custom Event That Combines Time Spent and Scroll Depth
- Create a Custom Facebook Event for a Watched YouTube Video in Google Tag Manager
4. Custom Conversions
Standard events and custom events are for tracking important actions so that they can be used for reporting, optimization, and even targeting. Custom conversions are similar, but they should not be used in place of standard or custom events.
Think of it like this…
You have a purchase event that fires whenever someone purchases a product from you. It could be your most expensive or least expensive product. It could be a training course or a t-shirt. They are all tracked as purchases.
Custom conversions allow you to segment those purchases. You don’t need code or help from partner integrations. It’s all done within Events Manager.
Click “Custom Conversions.”
Click to “Create Custom Conversion.”
You could create a custom conversion based on the specific URL that someone views.
Or select the specific standard or custom event…
…and then create a rule based on the specific URL, referring domain, or event parameters when that event fired.
A common use case for custom conversions is to add a column to your Ads Manager reporting for the purchase of the specific product that you’re promoting. Meta’s “Results” column will otherwise include all purchases (for example) that are attributed to your ads. But, those who engage with your ad may purchase something you didn’t promote. The custom conversion can provide more certainty.
Standard events fire on my website following any purchase or registration. I created custom conversions for the purchase of specific products and registrations to specific lead magnets.
RESOURCES:
- A Guide to Standard Events, Custom Events, and Custom Conversions
- Differences Between Custom Events and Custom Conversions
- Facebook Custom Conversions: The Ultimate Guide
- How I Use Facebook Custom Conversions for Reporting and Optimization
- Facebook Ads and the Role of Custom Conversions
5. Conversions API for Web Events
The purpose of the Conversions API is to send events to Meta directly from your server. Combined with pixel events from your browser, this can help provide a much fuller picture of conversions that customers are having with your business.
Of course, there are two primary ways that typical businesses can take advantage of this. One is for web events (we’ll get to offline events in a moment).
As discussed earlier, there have been rumors of the Meta pixel’s demise for years. It’s simply not as dependable as it once was. The reasons for this are mostly due to privacy restrictions and cookie blocking, but this is also where my technical expertise on the subject gets a little thin. The main thing is that the pixel alone has big holes.
The Conversions API for web events allows you to send a second set of events for website activity from your own server. By itself, the Conversions API for web events is far more dependable than the pixel alone. When you send events from both sources, Meta is more likely to reflect conversion activity on your website.
If you have some technical expertise or know someone who does, the Conversions API can be set up manually. Otherwise, it’s going to require partner integration.
The key consideration here is deduplication. Since events will be sent from two different sources, Meta will need to be able to sort out whether events are unique or duplicates. Otherwise, your results will be inflated.
This is where third-party integration can be especially helpful. Especially when a partner manages both your pixel and API integration, the deduplication is often done for you.
In some cases, this integration requires very little of you. If you’re on Shopify, it’s practically as simple as checking a box. That’s the case for many platforms.
I use the Conversions API Gateway, which mimics all of the events that are sent with the pixel. It utilizes an AWS server. While you can set up the API Gateway directly with Amazon (I have), you also may not need that much power (or cost). I’ve found a great alternative to be Stape, which allows me to set up the API Gateway at a fraction of the cost.
On average, I see about 10% additional events as a result of using the Conversions API Gateway.
This can be found within the Events Manager Overview tab.
RESOURCES:
- Set Up Meta Conversions API Gateway Using Stape
- How to Set Up Conversions API with Facebook for WordPress Plugin
- Importance of the Facebook Conversions API
- How to Set Up Facebook Conversions API Using Conversions API Gateway
- Increase Conversions by 10% or More with the API
6. Conversions API for Offline Events
Another reason you may send events using the Conversions API is so that Meta has events that do not happen on your website. In this case, you are passing offline events, which typically come from your CRM.
This method isn’t necessary for all businesses. If conversions happen exclusively online and you aren’t struggling to get full attribution, I have a tough time making the argument of sending offline events. But if you do, deduplication becomes an even bigger hassle, and you’ll undoubtedly need an expert who knows how to sort that out.
A use case for needing to pass offline events goes like this:
- You collect leads on your website
- A salesperson contacts these leads
- The purchase and other important actions are recorded in your CRM (not via a customer-initiated website action)
I do pass a small number of offline events using the Conversions API, but these are events that are only recorded within my CRM. There isn’t going to be an issue related to deduplication, so it’s rather straightforward in that case. I use these events for reporting purposes so that I can see what leads who came in via ads, for example, do further down the funnel.
Another example of leveraging offline events is when running ads optimized for Conversion Leads. In this case, you pass the offline events so that Meta can follow new leads through various stages of your funnel so that it can help improve optimization.
An important point here is that the Offline Conversions API is getting phased out and will no longer be active come May of 2025. You’ll still be able to send offline events, but you’ll need to do so via the main API.
Admittedly, this is a transition that I still need to make. I use Zapier to pass offline events, and I haven’t yet been able to get it to work for sending them using the main Conversions API.
You may have another partner or method for sending those events. I encourage you to do so, especially if important actions happen exclusively away from your website.
RESOURCES:
- Sending Offline Events Using the Conversions API
- Offline Conversions API Deprecation Delayed
- Benefit of Offline Events for Reporting
- When to Use Offline Conversions API
- How to Sync Offline Events Using Conversions API
- Funnel Analysis Stage of Conversion Leads Setup
7. Test Events
Once you’re sending events, you’ll need to test them.
This is a primary source for overcounting and undercounting conversions. If you aren’t sending events properly (or they aren’t getting deduplicated), your results will be off.
The primary way to test events is within Meta’s own testing tool in Events Manager.
You can test web and CRM events.
When testing website events, you can focus on server events or browser pixel events.
When testing, you can get an actual accounting of the events that fire from your visit. This can help troubleshoot issues when you fear that events aren’t getting sent or they’re getting sent too often.
RESOURCES:
- How to Test Meta Conversion Events
- Are Ads Manager Results Too Good to Be True?
- Test your app or web browser events using the test events tool
- Click: 7-day or 1-day
- View: 1-day or none
- Engaged View: 1-day or none
- Meta Ads Attribution Setting: A Complete Guide
- 5 Most Common Attribution Mistakes Advertisers Make
- How Attribution Impacts Performance
- When to Use 1-Day Click Attribution
- Can 3 Ads Get Credit for a Conversion?
- How Ads Get Credit for a Conversion
- Compare Attribution Settings: Get the Most of Meta Conversion Data
- First Conversion vs. All Conversions for Meta Ads Attribution
- Benefits of First Conversion Reporting
- Do View-Through Conversions Matter?
- Why Wouldn’t You Use 28-Day Click?
8. Understand Attribution
Passing conversion events to Meta is great, but you also need to understand how attribution works. Otherwise, the entire exercise is pointless.
Attribution is how Meta gives credit to an ad for conversions. In the simplest terms, someone you paid to reach clicked on an ad and converted within the attribution window. As a result, your ad gets credit for that conversion.
The attribution setting is defined within the ad set when utilizing the Website conversion location and optimizing for conversions.
The default attribution setting is 7-day click and 1-day view. In other words, Meta will attribute conversions to your ads if someone clicks on your ad and conversions within 7 days or views your ad (without clicking) and converts within a day.
But, you have options for defining the attribution setting:
Engaged View is only relevant to videos. If someone views at least 10 seconds of your video, doesn’t click, and converts within a day, it’s considered an Engaged View conversion.
The attribution setting controls two things:
1. How conversions are reported, by default.
2. How delivery is optimized.
Meta’s goal will be to get you as many conversions as possible. Changing the attribution setting can impact who ends up seeing your ads. For example, if you remove 1-day view, Meta won’t see a view-through conversion as successful. Because of this, the focus may be on those who will click to convert.
Finally, understand that Meta utilizes a last-click attribution model. Two ads can’t get credit for the same conversion. If someone engaged with two different ads before converting, attribution goes to the most recent click. If neither ad was clicked and a view falls within the attribution setting, credit goes to the most recent view.
RESOURCES:
9. Interpret Results
This is related to understanding attribution, but it’s an extension of it. Knowing how attribution works is an important step. But, then you have to apply that knowledge.
You can’t always take your results at face value. You need context behind those results. There are two features that are especially helpful in this area.
Compare Attribution Settings.
Let’s assume that the attribution setting is 7-day click and 1-day view, which it will be in most cases. How many of those conversions were view-through? How many happened within a day of clicking? This context matters.
Within the Columns dropdown menu, select Compare Attribution Settings.
From there, you can choose to add columns for each attribution window — even if it wasn’t used in the attribution setting. There’s even an option for 28-day click.
Were most of the reported conversions from 1-day view attribution? If that’s the case, it’s likely that this is a remarketing campaign and many of the conversions would have happened without your ad. Were most 1-day click? That would be a good sign that your ads were directly responsible.
It’s not that view-through or 28-day click are worthless, but the context is important.
First Conversion.
This is the latest addition to the Compare Attribution Settings feature that helps solve issues where your results appear inflated. Let’s assume that someone clicks your ad and makes three separate purchases within the attribution setting. In that case, all three conversions would be reported.
But, you can have only the first of those conversions appear within your reporting.
And when you do, you may see a drastic difference in results — especially for non-purchase conversions.
RESOURCES:
Your Turn
This became a lot! Consider this your starting point with conversions, but drill down using the additional resources.
Have you had issues with conversions and attribution?
Let me know in the comments below!
