In this article:

What are conversion campaigns? 

Conversion campaigns are optimized for specific fan actions. has five custom events that can be sent whenever a fan takes an action on your landing page, triggering your pixel to fire. You can use these events and their parameter data to define campaign goals.

What types of conversion campaigns can I run?


Send people to a destination, e.g. your landing page. Good for Link Clicks and Page Visits.'s Facebook + Instagram ad campaign tool in the Ad Suite supports Traffic-based conversions campaigns. Learn more about the Facebook + Instagram ad tool here:

Using the Advertising Suite


Get people to engage with your content, e.g. stream, pre-save, follow, subscribe. Good for Clicks to Service and completed Actions.

Engagement campaigns are not currently supported by the Facebook + Instagram ad campaign tool and will need to be setup directly in your Meta Ads Manager. 

How to setup an Engagement campaign

Step 1: Login to your Meta Ads Manager and create a new campaign

Step 2: Select your campaign details

  • Refer to this Meta article to decide which Buying Type is right for you. 
  • Select Engagement as the campaign objective and hit Next
  • Select Website as the conversion location
  • Select Maximize number of conversions as the performance goal
  • Select the pixel you use for
  • Select the conversion event you want to target with this campaign*. This can be a custom conversion you've defined, or one of the custom events sends

*Facebook needs a minimum number of existing conversions for this event in order to learn the behavior and deliver your ad to the right people at the right time to get you the best results. Facebook recommends at least 50 conversions per week.

If you aren't seeing at least 50 per week, you may want to focus on building up more landing page traffic and a broader fan base. In this case, Awareness or Traffic campaigns are a good option to start with. Both of these campaign types are supported by's Facebook + Instagram ad campaign tool. 

Step 3: Complete the ad setup

  • Name your ad
  • Select the Facebook Page your ad is associated with
  • Select and upload your ad creative
  • Set your ad destination. This is where your ad will send fans after they click the ad, e.g. your smart link. Be sure to use Channel Links and Activity IDs so that you can see where your traffic and page activity are coming from. 

How to Share Your Smart Link with Channel Tracking

Tag your Smart Link with Activities