In Facebook Business Manager, the data gathered from every event attached to a certain pixel is compiled into one dashboard, which you can view on your Analytics page. However, you may want to filter the conversions from a particular event within a certain pixel, but to do so you will need to create a Custom Conversion.
How do I create a custom conversion?
1. Go to Facebook Business Manager, click on the dropdown menu in the top-left corner of the screen and select ‘Custom Conversions’ from the Measure & Report column.
2. This page will allow you to put together your own custom conversions, but before you do it’s important to make sure you are in the correct account; you can check and change this quickly in the top-left corner. Facebook has a nasty habit of switching accounts between pages. Once you are ready, click on the blue ‘Create Custom Conversion’ button.
3. A new window will pop up in which you can determine the specifics of your conversion. The first step is to set up which category of Website event will trigger the conversion. We want to know the conversions, so for our example, we will select Purchase from the dropdown menu.
4. We can now create a rule to specify which event we want to gather data on. In the Rule 1 dropdown menu, select ‘Event Parameters’. In the next dropdown menu, select ‘content_name’. This will allow you to enter your event’s name as a filter.
EVENTIX TIP: This is a relatively new feature, so if you do not see ‘content_name’ you will need to update the containers in your ticket shop. To do so, contact us through the chat in the bottom-right or via firstname.lastname@example.org and we’ll update it for you!
5. There are three valid options for the final dropdown menu, and what you choose depends on your needs:
Equals: If you only want to gather information on conversions from an individual event on your pixel, select ‘equals’ and enter the exact name the event has in our Dashboard here.
E.g. Example Event Outdoor 2019
Contains: If you have multiple events of the same name in different locations (or multiple editions of the same event in different seasons/years) and want to gather information about them all, enter a name these events share in common here. You can also use this to follow the conversions of all your events in a certain city, as long as it is in the name.
E.g. Example Event
Doesn’t contain: This is generally quite a roundabout way of creating a rule. In practice, you could use this option to gather about all your events except one. If you have three techno parties and one hardstyle party, you could exclude the hardstyle event from your custom conversion.
E.g. Example Hardstyle Party
EVENTIX TIP: Make sure to give your custom conversion a clear name so you know what it is doing. You can even ‘add a description’ to help keep track of your different custom conversions.
6. Once you are happy with your setup, click on ‘Create’. The next screen has some important information; namely that your conversion will only become active once it has detected activity. Click on ‘Done’ to continue.
7. Now you will be presented with an overview of your custom conversions. The grey light will turn green once an action has been detected, and then you’ll know it’s working.
Congratulations, you have created a custom conversion which will now start monitoring these conversions for you! However, there are also ways to measure your conversions in retrospect, if your sales have already started for instance. The way to do this is by creating a custom Dashboard.