Custom Conversions With Facebook


Custom Conversions on Facebook allow you to optimize for and track actions without having to add anything to your Facebook pixel base code. They also allow you to optimize for and track actions that are different from the nine standard events that come with the Facebook pixel.

Below we'll explain how to create Custom Conversions and how they work with Marin Social. 

How To Create Custom Conversions

To get started creating Custom Conversions in the Marin Social platform, just follow these steps:

  1. In Config > Tracking > Custom Conversions, you can see all the Custom Conversions related to an ad account.
  2. Click Create to create a new Custom Conversion. 

Please note that, if the Custom Conversion was created in the Facebook interface, it can take up to 24 hours to be synced to the Marin Social platform. To manually pull the Custom Conversion so that they are synced to Marin Social earlier, just follow these steps:

  1. Click on Config in the top-right corner.
  2. Select Tracking from the drop-down menu.
  3. Click on the Refresh pixels button.

Rules For Custom Conversions

You can base your Custom Conversion on URL rules. This way no tracking update is required to trigger a Custom Conversion if the pixel code is on all the pages. 

You can use either standard events or custom events on which to base a Custom Conversion. Then you can assign parameters to each event (e.g. purchases of more than $50). When using Custom Events, ensure that you input the name of the Custom Event as it is deployed on your website via the trackCustom command. Please note that this field is case-sensitive, so must be entered exactly.

Optimize Ads Based On Custom Conversions

Select the Custom Conversion as promoted object in the media plans conversions. Then when you create an ad, in the bidding select Offsite Conversions. It will optimize your ads diffusion based on the Custom Conversion selected.

Reporting On Custom Conversions

You can select the Custom Conversion as Main KPI and in the build dashboard on your Media Plan form.

Written by Marketing @ Marin Software

Last published at: May 30th, 2023