Should You Use Standard Events Or Custom Conversions To Track Ad Performance?
If you're using Facebook ads you need to track your conversions, otherwise:
If you have the Facebook pixel installed on your site all you need to do is setup tracking for each conversion.
Keep In Mind That:
A conversion is any action you want your visitors to take, it's not just when they make a purchase.
There are two ways to track your website conversions using the Facebook pixel:
There are 9 standard events that you can track with the Facebook pixel.
If you want to track any of these types of conversions you should use standard events because:
There's also suggestions that the algorithm can better optimize for standard event conversions because it has more data on them.
These are created in your ads manager using URL rules.
You should use custom conversions to track any events that aren't listed in the standard events or in the event that you need to track conversions based on user behavior.
For example, you would use custom conversions if you wanted to optimize for people who only viewed products in a specific category like mens clothes or kids shoes or womens watches, etc.
Still Not Sure?
Apply for a free Ad Account Audit & we'll tell you which type of conversion tracking is right for your website & goals.