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How to Take Full Advantage of Facebook’s Custom Conversions

February 11, 2016
Aaron Polmeer

By Today’s Industry Insider


As you all [hopefully] know, the conversion pixel is completely being replaced by the Facebook pixel in the first half of 2016.

The Facebook pixel holds the power of the conversion pixel and the custom audience pixel in one holy grail. It’s basically a more effective and efficient way for marketers and advertisers to track, optimize, and remarket.

If you haven’t joined the bandwagon, now is the time to make the necessary switch for a peaceful mind. An added feature of the Facebook pixel is that we can now create custom conversions, whereas we were unable to do that with the conversions pixel, nor the custom audience pixel.

What Are Custom Conversions?

Custom conversions allow us to track and optimize actions on specific web pages, while bypassing the additional step of adding anything to the Facebook pixel code. Rather than adding a unique pixel for every page, with the new Facebook pixel it’s only required to add the single Facebook pixel once, to every converting page of your site.

Custom conversions are perfect for when you’re running a campaign with a website conversions objective, as it allows you to track specific users as they convert on a given web page. This way, you can chose to optimize for conversions, and Facebook will serve your ad to people who are most likely to complete the preferred action on your website. With implementing custom conversions, Facebook has a better ability to determine whether a user who visited your website ended up converting.

This shows amount of conversion traffic that resulted from a custom conversion on the “Purchase” page of a website. The fifth column displays the conversion traffic, which is the number of people who have converted.

How To Create Custom Conversions

The first and foremost step of creating a custom conversion is installing the Facebook pixel on your website. Once that’s complete, sign into Facebook ads manager and click on “Tools”. Select “Custom Conversions” from the drop down and click the “Create Custom Conversions”.


You’ll have the option to “include traffic that meets the following”:

  • URL Contains
  • URL Equals


Select the most suitable option. For example, you can select a URL that equals Or you can use a URL that contains “/facebook-advertising-news-subscription-thank-you”.

Basically, any web page that contains the Facebook pixel, so any web page that signifies a conversion. In this case, I would be tracking subscribers to my newsletter. If they hit my “thank you” page, they count as a subscriber, and therefore a conversion.

I would recommend using “URL Contains” in the case where your “thank you” page or “order confirmed” page has a dynamically generated URL. Some ecommerce websites will append a customer ID to the URL on their checkout and order confirmed pages, i.e., In this case, you will want to select “URL contains” “/order-confirmed” because each different customer will have a difference exact URL.


<img src="" alt="conversion-category" …read more

Source:: Kiss Metrics Blog