Facebook Ads: Custom vs. Standard Events — Which One Should You Use?
Facebook Ads: Custom vs. Standard Events — Which One Should You Use?
Written by
Rafael Hernandez
4 min read
4 min read
4 min read
Understand the Key Differences Between Facebook Standard and Custom Events to Improve Tracking Accuracy and Maximize Your ROAS
Understand the Key Differences Between Facebook Standard and Custom Events to Improve Tracking Accuracy and Maximize Your ROAS
Understand the Key Differences Between Facebook Standard and Custom Events to Improve Tracking Accuracy and Maximize Your ROAS
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When it comes to scaling your business with ads, Facebook’s event tracking can make or break your campaign performance. One common pitfall? Not knowing when to use custom events versus standard events — a mistake that can throw off Meta’s algorithm and cost you conversions.
If you've ever wondered which type of event to use for your Facebook Ads, you're not alone. In this video on Facebook Ads Events, the breakdown is crystal clear — and we're here to summarize the key takeaways so you can start scaling smarter.
What Are Facebook Standard Events?
Standard events are Meta’s 17 pre-defined actions such as:
View Content
Add to Cart
Purchase
Lead
Complete Registration
These events help Meta understand the intent behind user actions. For example, "Purchase" signals a transaction, while "Lead" indicates a form submission. If your campaign aligns with one of these standard actions, use a standard event — especially when you have enough conversion volume (50+ per week) to optimize effectively.
When to Use Custom Events
Custom events are user-defined actions that don’t fit Meta's standard categories. Use them when:
You want to track specific lead magnets or funnel steps separately.
You're running multiple campaigns with the same standard event and need differentiation.
You need advanced retargeting (e.g., targeting only people who downloaded "Lead Magnet A").
However, be careful: Meta doesn’t inherently understand what a custom event like "Lead Magnet A" means. You’ll need at least 50–100 conversions per week for proper optimization.
Custom Events vs. Custom Conversions
Custom Events: Tracked via code (e.g., via GTM) for non-standard actions.
Custom Conversions: Set up within Meta by filtering existing events or URLs (e.g., only count “Complete Registration” when the thank-you URL includes “webinar-success”).
Watch the full video for a step-by-step walkthrough:
Pro Tip: Test & Match the Right Event to the Funnel Stage
Always A/B test standard events like “Initiate Checkout” vs. “Purchase,” especially if you're not hitting high conversion volumes. And make sure the event matches the user’s intent — for example, use "Complete Registration" when you're offering access to a free course or downloadable PDF.
For advanced Facebook Ads strategies and help setting up your custom tracking, check out Great Marketing AI. If you're ready to learn how to scale your business with ads, don’t miss their ads strategy resource.
Need help with your Facebook Ads funnel?
When it comes to scaling your business with ads, Facebook’s event tracking can make or break your campaign performance. One common pitfall? Not knowing when to use custom events versus standard events — a mistake that can throw off Meta’s algorithm and cost you conversions.
If you've ever wondered which type of event to use for your Facebook Ads, you're not alone. In this video on Facebook Ads Events, the breakdown is crystal clear — and we're here to summarize the key takeaways so you can start scaling smarter.
What Are Facebook Standard Events?
Standard events are Meta’s 17 pre-defined actions such as:
View Content
Add to Cart
Purchase
Lead
Complete Registration
These events help Meta understand the intent behind user actions. For example, "Purchase" signals a transaction, while "Lead" indicates a form submission. If your campaign aligns with one of these standard actions, use a standard event — especially when you have enough conversion volume (50+ per week) to optimize effectively.
When to Use Custom Events
Custom events are user-defined actions that don’t fit Meta's standard categories. Use them when:
You want to track specific lead magnets or funnel steps separately.
You're running multiple campaigns with the same standard event and need differentiation.
You need advanced retargeting (e.g., targeting only people who downloaded "Lead Magnet A").
However, be careful: Meta doesn’t inherently understand what a custom event like "Lead Magnet A" means. You’ll need at least 50–100 conversions per week for proper optimization.
Custom Events vs. Custom Conversions
Custom Events: Tracked via code (e.g., via GTM) for non-standard actions.
Custom Conversions: Set up within Meta by filtering existing events or URLs (e.g., only count “Complete Registration” when the thank-you URL includes “webinar-success”).
Watch the full video for a step-by-step walkthrough:
Pro Tip: Test & Match the Right Event to the Funnel Stage
Always A/B test standard events like “Initiate Checkout” vs. “Purchase,” especially if you're not hitting high conversion volumes. And make sure the event matches the user’s intent — for example, use "Complete Registration" when you're offering access to a free course or downloadable PDF.
For advanced Facebook Ads strategies and help setting up your custom tracking, check out Great Marketing AI. If you're ready to learn how to scale your business with ads, don’t miss their ads strategy resource.
Need help with your Facebook Ads funnel?
When it comes to scaling your business with ads, Facebook’s event tracking can make or break your campaign performance. One common pitfall? Not knowing when to use custom events versus standard events — a mistake that can throw off Meta’s algorithm and cost you conversions.
If you've ever wondered which type of event to use for your Facebook Ads, you're not alone. In this video on Facebook Ads Events, the breakdown is crystal clear — and we're here to summarize the key takeaways so you can start scaling smarter.
What Are Facebook Standard Events?
Standard events are Meta’s 17 pre-defined actions such as:
View Content
Add to Cart
Purchase
Lead
Complete Registration
These events help Meta understand the intent behind user actions. For example, "Purchase" signals a transaction, while "Lead" indicates a form submission. If your campaign aligns with one of these standard actions, use a standard event — especially when you have enough conversion volume (50+ per week) to optimize effectively.
When to Use Custom Events
Custom events are user-defined actions that don’t fit Meta's standard categories. Use them when:
You want to track specific lead magnets or funnel steps separately.
You're running multiple campaigns with the same standard event and need differentiation.
You need advanced retargeting (e.g., targeting only people who downloaded "Lead Magnet A").
However, be careful: Meta doesn’t inherently understand what a custom event like "Lead Magnet A" means. You’ll need at least 50–100 conversions per week for proper optimization.
Custom Events vs. Custom Conversions
Custom Events: Tracked via code (e.g., via GTM) for non-standard actions.
Custom Conversions: Set up within Meta by filtering existing events or URLs (e.g., only count “Complete Registration” when the thank-you URL includes “webinar-success”).
Watch the full video for a step-by-step walkthrough:
Pro Tip: Test & Match the Right Event to the Funnel Stage
Always A/B test standard events like “Initiate Checkout” vs. “Purchase,” especially if you're not hitting high conversion volumes. And make sure the event matches the user’s intent — for example, use "Complete Registration" when you're offering access to a free course or downloadable PDF.
For advanced Facebook Ads strategies and help setting up your custom tracking, check out Great Marketing AI. If you're ready to learn how to scale your business with ads, don’t miss their ads strategy resource.
Need help with your Facebook Ads funnel?
Ready to scale your brand to new heights?
If you want to achieve ground-breaking growth with increased sales and profitability with paid ads, then you're in the right place.
Ready to scale to new heights?
If you want to achieve ground-breaking growth with increased sales and profitability with paid ads, then you're in the right place.
Ready to scale to new heights?
If you want to achieve ground-breaking growth with increased sales and profitability with paid ads, then you're in the right place.
Ready to scale to new heights?
If you want to achieve ground-breaking growth with increased sales and profitability with paid ads, then you're in the right place.