As a digital marketer, you know that there are a plethora of important actions your visitors perform on your website that you can track, such as clicks on certain buttons, logins, form submissions, and much more. If you're running Meta Ads, then you ought to make use of the Meta Pixel, a powerful analytics tool that can track these important actions so you can gain the insights to power your campaigns. This step-by-step guide (with screenshots) will show you how to track Events & Custom Conversions via the Meta Pixel in two ways:
Event Tracking (via the Event Setup Tool)
Custom Conversions
Prerequisites to track Events and Custom Conversions in Meta Ads Manager
Before you can setup Events and custom conversions in Meta Ads, you need to ensure that the Meta Pixel is already installed on all your website pages.
How to setup Events via the Event Setup tool in Meta Ads
Login to your Facebook Business Manager
Navigate to Events Manager
Navigate to Data Sources (Left-hand-side menu)
Select your Meta Pixel
Click on the "Add Events" button
Select "Add new integration"> "Meta Pixel"
Select "Event Set Up Tool" and click on "Get Started"
Click on "Open Event Setup Tool"
Copy and paste the website URL where the Event lives in the box
Click on "Open Website" You will see your website with a popup of the Event setup tool. You have two options here, you can either track button clicks or the exact URL as an event. For example, you can track any button on your website like the Contact Us button, or a specific URL such as the Thank You page URL. Let's try tracking a button.
Click on "Track new button"
➡️ Once you click on Track new button, the system will highlight all the buttons that it can recognize.
Select the Button you would like to track
Label the Event
Confim and find Event setup
Navigate back to Events Manager. Here, you will be able to see the Events that you have previously set up registered under the View content category.
Now, every time you run a Meta Ads campaign, you will be able to track how many of the users who clicked on your ad took one of these actions on your website.
How to setup Custom Conversions in Meta Ads
Login to your Facebook Business Manager
Navigate to Events Manager
Navigate to Custom conversions (Left-hand-side menu)
Click on "Create Custom Conversion"
Name your Conversion
Select your Data Source (Meta Pixel)
Under Action source, select Website
Under Event, select All URL traffic
Under Rules, select the URL conditions
Click "Create"
Frequently asked questions on Event and Conversion Tracking in Meta Ads
What is event tracking in Meta Ads?
Event tracking in Meta Ads involves monitoring and recording specific actions users take on your website or app after interacting with your ads, such as page views, sign-ups, lead submissions, or purchases. These events help you understand user behavior and measure the effectiveness of your ads.
What is conversion tracking in Meta Ads?
Conversion tracking in Meta Ads is the process of monitoring and measuring specific actions that users take after interacting with your ads, which are considered valuable to your business, such as completing a purchase. It helps you determine how well your ads are driving desired outcomes (conversions).
How can I measure conversions across different devices?
Meta allows for cross-device reporting, meaning you can track conversions that occur on different devices. You can analyze the paths users take before completing a conversion, even if they switch devices. For example, if a user sees an ad on their mobile device but completes a purchase on their desktop, this data will be captured in your Ads Manager.
Can I track conversions from multiple domains?
Yes, you can track conversions from multiple domains. You can create and install multiple Meta Pixels in your Business Manager account. Each pixel can be associated with a different domain, allowing you to track conversions separately for each one. Meta allows you to create up to 100 pixels in a single Business Manager account. For each domain, you can set up custom conversions to track specific actions that are relevant to that domain.
If you have a website that spans multiple domains, you can implement cross-domain tracking. This involves ensuring that the pixel is set up correctly to track users as they navigate between your domains, allowing you to see the full customer journey.
What should I do if my event data is not showing up in Meta Ads Manager?
If your event data is not appearing in Meta Ads Manager, check the following:
Ensure the Meta Pixel is correctly installed on your website.
Use the Facebook Pixel Helper browser extension to verify that the pixel is firing correctly.
Verify that the events are set up properly in Events Manager.
Use the Test Events feature in Events Manager to simulate actions on your website and see if the events are being recorded.
Ensure that your domain is correctly verified and associated with your Meta Ads Manager account.
Ensure that ad blockers or browser privacy settings are not preventing the pixel from firing.
Ensure that you do not have multiple pixels installed on the same page, as this can cause conflicts and lead to data not being recorded correctly.
Clear your browser cache and cookies and try accessing Ads Manager again.
Allow some time for data to populate, as there may be a delay.
With precise tracking, you can see exactly which actions resonate most with your audience, leading to smarter ad strategies. For event promoters, this is especially useful—imagine promoting Amsterdam events or the Amsterdam NYE Party and having real-time insights into what’s driving clicks and conversions. This powerful tool lets you fine-tune your approach, ensuring you reach the right people and make each campaign count!