Both standard events and custom conversions allow you to track and optimise for actions across your website. A general rule of thumb is that standard events give you more features, but custom conversions are much easier to set up. If you're not comfortable editing your website's code, we recommend using custom conversions. If you don't mind working with standard events and adding parameters, we recommend using standard events.

Keep in mind custom conversions may be less accurate than standard events as there's more room for error. For example, you could build a custom conversion from a URL containing "thankyou", thinking that this will only match mywebsite.com/order/thankyou. However, there could be a product page at mywebsite.com/products/thankyou-notes, meaning that you'll get inaccurate numbers. By using the Purchase standard event that fires only when a purchase is definitely made, you'll avoid errors.

Here's a table of the differences:

Learn more about custom conversions and standard events.

* Nguồn: Facebook