Here's a quick guide to help you set up Custom Conversions within your Ad Campaigns.
Custom conversions are rules that you can set up to track specific events related to your campaigns. For example, you can filter all purchases tied to a specific artist. You can also use custom conversions to optimize your ad delivery and reach people who are most likely to take the actions you care about. These conversions are matched against the people that your ads were delivered to, to determine the performance of the Ad Campaign.
There are two types of custom conversions:-
Offsite (Direct) Conversions are conversions that Meta pixels track directly. A fan must see or click an ad and then, within the attribution window, they buy while on a device where they are signed in to their Meta account. The irony of an "offsite" conversion still happening on a website isn't lost on us.
Offline Conversions are conversions where Meta matches a ticket sale (using Datasets) with a user that saw or clicked an ad, then bought a ticket (on any device, not logged in, within the attribution window). This means you can attribute sales that occurred on a logged-out device (hence "offline"), via phone or box office to your ad campaigns. This requires live ticketing or merchandise integration on our system and setting up of Datasets. You can read more about how offline conversions and how to create datasets here.
Creating Custom Coversions
Follow the steps outlined below to create custom conversions. Note: Only 100 Custom Conversions can be set up at any one time against a particular Meta Ads Account.
Click on the Ad Account that you would like to create the Conversion under from the Ads Planner section under the Market Smarter section of the platform.
- Expand the "Conversions" option from the menu on the left.
- Click on "Custom Conversion"
- Click on "New Offsite Conversion" or "New Offline Conversion" depending on your use case.
Creating New Offsite Conversion
Enter the following details to create a new offsite conversion
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Conversion Name: A name to help you identify the custom conversion for reporting or future use.
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Pixel ID: The pixel that is capturing user events on the pages that you desire to track.
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Trigger Event: The event that you would like to track.
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Key: Any additional parameters that you would like to track in addition to the trigger event listed. Click "Add Additional Key" if you would like to add multiple keys.
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Expiration Date: The date after which the custom conversion isn't tracked.
Creating New Offline Conversion
Enter the following details to create a new offsite conversion
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Conversion Name: A name to help you identify the custom conversion for reporting or future use.
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Dataset ID: The dataset that is capturing user events that you desire to track.
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Key: Any additional parameters that you would like to track in addition to the trigger event listed. Click "Add Additional Key" if you would like to add multiple keys.
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Expiration Date: The date after which the custom conversion isn't tracked.
- Click "Save" once filled.
Reach out to your Customer Success team for further questions!