When you analyze Meta advertising results, look beyond the core metrics in Ads Manager.
If you were to look over someone’s shoulder while they visited your website, what are the things you’d want them to do? In some cases, there may be Meta ads metrics and standard events for these actions. In others, you may need to create custom events so that you can track them.
This can give you a clearer picture to help measure performance.
When someone visits my website, I want them to…
• Spend at least a minute on a page
• Scroll at least halfway down
• View the comments at the bottom
• Play embedded YouTube videos
• Click internal links
• Start an embedded audio player
• Shared my post from a social share button
• Click my chatbot to ask a question
These are important signals about the level of engagement with my content. So I created Conversion events tracked by the pixel, app SDK, or API that are outside of standard events. These tend to be created to fit the publisher's needs when a pre-defined standard event will not. More with Google Tag Manager for each of the actions I mentioned.
These events give me a much fuller picture of the impact my ads are actually generating.