What is a Custom Conversion

Should you be using a Facebook Custom Conversion?

Overview

Custom conversion can be created after a Facebook Pixel has been installed to a website or landing page. A custom conversion allows users to create rules for specific events or URL's that allow you to measure a specific customer action. 

You can have up to 100 custom conversion events within each ads manager. 

Application

Let's say you are using a 2-step funnel. The first step is the landing page where the customer can optin. The second page is the scheduler. After they schedule, the custom is redirected to a Thank you page. 

In this instance, you could track how many total leads you got, as well as how many people have scheduled an appointment. 

You can track your total leads by creating a custom conversion from the Scheduler page URL. You will use this URL because the only way someone would have gotten to this page is if they gave their basic information on the page previous. 

You can track the total schedules but creating a custom conversion from the "Thankyou" page. You will use this URL because the only way someone would have gotten to this page is if they scheduled an appointment on the previous page. 

Benefit

With the above custom conversion created you would be able to optimize your traffic on those specific events. You will be able to track what ads are capturing the specific events you are looking for and optimize off of that.