Use Pixel Information to Capture Events

Use this lesson to:

  • Identify the different types of events.
  • Set up your pixel to capture events.
  • Use pixel to view analytics and event results.

Standard events, custom events and custom conversions

There are three different kinds of events you can set up and capture:

Standard events:

Standard events are actions Facebook recognizes and supports across ad products. Examples of standard events include Complete Registration, Search and Add to wishlist.

You can use events to capture conversions, optimize for conversions and build audiences if you add the appropriate code to your website.

Here’s a comprehensive list of available standard events and their codes.

Custom events:

Custom events are actions that fall outside those covered by Facebook’s standard events. You can create and use custom events by adding them to your website code.

Custom events are used to build Custom Audiences and don’t support optimization and attribution unless mapped to a custom conversion. You can add custom events to the website code, just like standard events, but with custom events, they can be named anything other than the standard event names.

Custom conversions:

Custom conversions enable you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager.

Create a custom conversion by building rules that define the unique, high-value activities that are important to your business. Your custom conversion will then be applied to your offline event set.

The most common custom conversion is a URL based custom conversion. This means that you can create a custom conversion that helps you understand when people visit a specific page on your website, for example, the thank you page.

Set up your events

Below are walkthroughs for the three types of events. Follow the steps provided for the event type you’ve chosen to use.

Set up standard or custom events

You’re given the option to set up standard events when you create your pixel. If you chose not to set up events at that time, you can still add them afterwards.

Note:  The process to set up custom events is the same as standard events except you add your own name or code instead of the standard event codes.

To add an event code to capture, follow these steps:

Step 1

Go into the code of your website.

Step 2

Copy the event code you’d like to add. Or, if it’s a custom event you’d like to set up add that custom code here

  1. Your website’s original code: Paste the Facebook pixel code between the <head> and </head> tags of your web page. You may already have other existing code between the head tags, so just place the pixel code underneath that, but above </head>.
  2. Your Facebook pixel base code: Your Facebook pixel code will look like the diagram above, except your pixel ID will be different from 1234567890.
  3. Your standard event code: Within your Facebook pixel code, above the </script> tag, paste the standard event code (or custom code) that’s relevant to your page, such as the Add To Cart code. You’ll need to do this for every page you want to track.

The key here is that every page of your website should have everything that’s enclosed in section 2 (the base code), but different pages will have different snippets of code for section 3 (standard event code).

Step 3

Once you’ve added the codes on the proper pages, you will begin to receive information on these specific events.

Set up custom conversions

Step 1

From your Pixels page in Events Manager, click Custom Conversions

Step 2

Click Create Custom Conversion.

Step 3

Next, fill out the details of the custom conversion.

For Rules, use the dropdowns to create a rule. Select All URL Traffic, a standard event or a custom event. Click Add another rule to add additional rules or click to remove a rule.

Note: For Custom Event rules, the custom event field must match the parameter you specify when uploading offline event data.

Step 4

Next, give your custom conversion a Name.

Select a Category that best describes the rules you defined. You can also add a Value.

When finished, click Create.

Step 5

Your custom conversion is now created. It will begin tracking these events and provide information as it does so.

Step 6

To see more details on your custom conversion and track performance, click on its name and the Overview panel will open.

View your event results

After you add the Facebook pixel base code and event code to your website, you can see your pixel event information on the Pixel page.

High-level event metrics

On the Data Sources tab, you can measure and optimize your ad campaigns that use your pixel event information. If you have more than one pixel, select the pixel you’d like to view. See basic information on this page about your pixel, such as its status and last activity.

  • Events Received: The total number of events your pixel received.
  • Top Events: This is how effectively your information has been matched to people on Facebook.
  • Activity: This graph shows the number of events measured per day for each of the last 7 days that could be attributed to people who saw your ads. This helps you understand recent behavior of people who have recently visited your site, and quickly identify if there’s an issue with how any of your events have been set up on your website.

On the Facebook Pixels summary page, select your pixel or click Details for more detailed insights about your Facebook ad performance.


Check out the descriptions below to learn about the key elements of a pixel detail page:

  1. Time frame: Select an option from the dropdown menu to adjust the time frame of your information. The default is All available days.
  2. Overview tab graph: On the Overview tab, the graph shows the number and value of events received, matched events and attributed events. See how much traffic there’s been on your website. Hover over points in the graph to see a breakdown of these metrics, or review the table. A dotted line means the data isn’t filled for that day yet. Remember this counts raw pixel fires (every time your page loads), which is different from browser sessions.
  3. Overview tab table: On the Overview tab, the table shows the number and value of events received, matched events, and attributed events.

Key takeaways

    • Place events on the pages that matter to your business, such as your product page or checkout page.
    • Facebook provides a list of standard events and their codes for you to add.
    • Pixel insights can help you determine which events happen most frequently and when.

Knowledge check

If you’d like to learn more and get started with your own pixel, we suggest you take a look at these next lessons:

  • Introduction to Facebook Pixel
  • Create and Install Facebook Pixel
  • Use Pixel to Create Custom Audiences


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