In this article:

What are custom conversions?

Custom conversions allow you to create rules for events so you can track more targeted fan actions. Events are actions you want your audience to take (e.g. Page Visit, Music Service Click, Pre-Save). You can see a full list of custom events and parameter data sent by here: Facebook Ads: Event and Parameter Data

These can be especially useful for your landing pages because Meta isn't natively built for the music industry or measuring fan actions like pre-saves and music service clicks.

Why would I use a custom conversion?

By defining a custom conversion, you can:

  1. Measure the success of your marketing and paid ad campaigns based on these performance goals
  2. Run conversion campaigns that are optimized for engagement and specific fan actions from your landing pages

How to setup a custom conversion in Meta

Before getting started

Make sure that you have installed your Meta Pixel / CAPI Access Token on your landing pages, and that you have started to receive event data through the pixel. You can refer to these articles if you haven't yet done so:

Where to find / create your Meta Retargeting Pixel

Connecting the Facebook Conversion API in

Where to enter your Retargeting Pixels in

Step 1: Open Meta Events Manager

From your Meta Events Manager, navigate to All Tools and select Events Manager



Step 2: Navigate to Custom Conversions

From the lefthand navigation bar, toggle to Custom Conversions



Step 3: Create a new Custom Conversion

Give the custom conversion a name that indicates what you're tracking, e.g. FFM Spotify Clicks.

Select your pixel as the Data Source. 

Select which custom event you are using to define the conversion with. For a list of all custom events sent by, refer to this article: Event and Parameter Data sent through your Retargeting Pixel

You may additionally select a Meta standard event for further optimization. We recommend selecting View Content as the standard event (this is at the very bottom of the options list). 


Step 4: Define the Parameter-based Rules

Select Event Parameters from the drop-down menu. 

Depending on which fan action you are defining the conversion with, you will type in the parameter name in the middle field highlighted here:

Screen Shot 2024-04-29 at 10.19.19 PM.png

Finally, you will type the parameter value. So if you are wanting to track service clicks to Spotify only, you would type servicename (no space) as the parameter and spotify as the parameter value. Like this:

Screen Shot 2024-04-29 at 10.23.01 PM.png

For a complete list of all parameters and values sent by through your Meta Retargeting Pixels, refer to this article: List of values sent with retargeting data parameters