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In this video you're going to learn about custom conversions and standard events and how you can use

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them to optimize campaigns for conversions.

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Remember that once you've got the Facebook pixel installed you can use it not only to create custom

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audiences but also to optimize campaigns for conversions.

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So if we come back into our ads create tool you can see here that there is an option for a marketing

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objective for conversions.

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And the reason that you would want to use this over just traffic is say you were sending traffic to

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your website under this marketing objective.

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You're not really optimizing those people to say sign up to your email list or to buy a particular product.

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Whereas if you choose the convergence marketing objective and you've got the pixels set up then Facebook

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is going to optimize and really help you meet that marketing objective rather than just traffic.

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So it's a small shift but it's extremely important.

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And if you want to drive more convergence is a little bit more work that you need to do with the Facebook

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pixel.

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The best way to probably go through this is come into the ads create two unbiased click on conversions

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a walk through the process.

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So I selected that as my marketing objective and now I can see here that I'm choosing a Web site where

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I want to drive my conversions and now I need to really set up a conversion.

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I need to tell Facebook what is the outcome that I want them to really drive with my Facebook ads so

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I can just click on set up conversions here and here we see the two methods in order to do this.

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And the first is custom conversions and the second is standard events.

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So why are there two different options here.

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What are the differences between them.

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What we can see appear in this article.

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It kind of breaks it down pretty well.

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So custom conversions.

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There is no extra code required.

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They're usually much easier to set up if you're not comfortable working with code.

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Then I would just recommend you use custom conversions.

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However you have to just be careful in terms of setting them up and there aren't as much flexibility

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and accuracy.

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If you use them but by far and for most people this is more than sufficient to set it up with standard

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events.

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There are some advantages you can customize parameters aggregate reporting and they're much more compatible

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with dynamic product ads which custom conversions are not.

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So that's a big difference in terms of e-commerce businesses you're going to be using the standard events

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for almost everybody else I think you'll be fine with the custom conversions.

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So if we come back into the odds create to set up for this conversion tracking Let us just start with

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the custom conversions the easier option to set this whole custom conversion tracking up.

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So what we can do here is put in the URL of the page where people lie and when they have completed the

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conversion.

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So that could be the check add page or the purchase complete page.

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In my case here I'm going to give you an example of measuring and optimizing a campaign her e-mail sign

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ups.

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So for my web site I have a thank you page that people reach once they have it.

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My web site.

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So for example they could click to download this PTF once they've gone through that process.

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They're going to end up on this page here.

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Thank you download.

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And I want to measure how many people hit this page because that's really the outcome that I want people

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to do if they've reached this page.

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I know I've already got three e-mail address and that's a new lead for me so I can use it in terms of

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the world contains.

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And that covers the top page plus all the variations of it.

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I could also pick a specific you are l if I wanted in terms of the category and I'm just going to put

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this as a lead and click next.

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Now I can enter a name for this custom conversion and set a custom conversion value as well for an e-mail

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sign up I'm not going to put down a value but for other product pages you might want to do that.

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And then I can really set that up.

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Now I've already got set up some just not going to go in there but if I click now down into this you

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can see the e-mail sign up button.

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And that's really the conversion that I'm driving towards.

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Now one thing that you do want to do is when you've set up this custom conversion you can come back

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in to your odds manager open all the tools you can click on custom conversions here and you just want

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to make sure that this conversion is active and that it is tracking correctly.

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Now let's go back and quickly talk about the other option for setting up conversion tracking which is

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using these standard events.

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Now as we said you probably aren't going to need to use this if you're in e-commerce.

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And we want to do dynamic product that's that type of stuff.

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The scenario here is slightly different.

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You need to set up this tracking on your Web site.

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And these additional pieces of code.

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So for example let us say that we have this same code here for the same objective which is to track

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the leads I need to take this piece of code and put it on my web site.

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So for example here is the page him mail for the same clanky page that I showed you if I wanted to add

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in this tracking code I'd come down as to where it says Facebook pixel code and then I'd come down underneath

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where it says here have BQ track and I'd pop this new current code in under neath it and that would

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allow me to track conversions of people reaching this page.

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So it's the same process as we saw before and just repeated over various different things that you want

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to track and different pages that you want.

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So I'll include these links in the resources section of this video so you can look at it in more detail

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if you do want to set that up so that you understand that in order to track conversions with Facebook

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ads you need to set up either custom conversions or standard events.

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Go ahead and set it up for yourself following the steps that you've learnt in this video.

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And don't forget to really check that everything is working by coming back into your custom conversions

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tab in your ads manager.