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Pixel events and custom conversions are two powerful tools that businesses can use to track and optimize their Facebook Ads campaigns.

Pixel events are specific actions that users take on your website, such as making a purchase or filling out a form. By tracking these events with Facebook Pixel, businesses can better understand user behavior and optimize their Facebook Ads campaigns for better results. Some common Pixel events include:

  1. Purchase: Tracks when a user completes a purchase on your website.

  2. Add to cart: Tracks when a user adds an item to their cart on your website.

  3. View content: Tracks when a user views a specific piece of content on your website, such as a product page or blog post.

  4. Lead: Tracks when a user submits a lead form on your website.

  5. Complete registration: Tracks when a user completes a registration form on your website.

Custom conversions, on the other hand, allow businesses to define their own conversion events based on specific actions taken by users on their website. This gives businesses more control over what actions they consider to be valuable, and allows them to optimize their Facebook Ads campaigns accordingly. Some examples of custom conversions include:

  1. Form submissions: Tracks when a user submits a form on your website.

  2. Video views: Tracks when a user watches a certain percentage of a video on your website.

  3. Scroll depth: Tracks when a user scrolls to a certain point on your website.

  4. Button clicks: Tracks when a user clicks a specific button on your website.

To set up Pixel events and custom conversions, businesses need to create a Pixel and install it on their website. They can then define their desired events and conversions within the Facebook Ads Manager. By tracking and optimizing these events, businesses can improve their Facebook Ads campaigns and drive more conversions and sales.