You can create up to 100 custom conversions per ad account that you can use to optimise and track for more specific actions than the nine standard events using URL rules.

Before you begin

• Set up a Facebook pixel on your website.
• Create standard events or custom events on your website.

Choosing a standard or custom event to build your custom conversion

Create a custom conversion from an event:

1. Go to the Custom conversions page in Ads Manager.
2. Click Create Custom Conversion.
3. Click URL contains and select Event.
4. Select an event (standard or custom), then choose a parameter. You can add multiple parameters by clicking and.
Depending on your event, you may see different parameters to choose from.
5. Select a category for your custom conversion.
6. Click Next.

In this example, we're creating a conversion for purchases with a value greater than $50.

7. Give your custom conversion a name, then set a conversion value.
8. Click Create.

Manage your custom conversions

Once you've finished creating a custom conversion that you'd like to track on your website, using standard events or custom events, you can then manage your custom conversion. This includes activating your custom conversion, editing your custom conversion or deleting your custom conversion.

Activate your custom conversions

Once you've created your custom conversion, navigate to the page of your website that it's referencing to trigger it. Then check your Custom conversions page to see if it worked (status is Active). If your custom conversion's status is No activity yet, try the following:

• For URL-based rules, ensure that the URL has the pixel installed on it. Use the Pixel Helper tool to confirm.
• For URL-based rules, double-check that the URL rule is the same as on your website.
• Event-based rules typically don't have pixel issues as the events have been previously activated. For these, check that you've satisfied the rules of your parameters (e.g. made a purchase greater than $50).

Edit your custom conversions

You can edit a custom conversion's name, description and conversion value. However, we don't allow editing of the custom conversion's rule.

1. Go to your Business Manager or Ads Manager.
2. Hover over the main drop-down in the top-left.
3. Under "Measure & report", click Custom conversions.
4. Select the custom conversion that you want to edit.
5. Click the Actions drop-down.
6. Click Edit Custom Conversion.
7. Make your changes and click Done.

Note: Editing a custom conversion's conversion value affects reporting on your ads, as any future conversions will be attributed to the edited value instead of the original.

Delete your custom conversions

Once you delete a custom conversion, Facebook will no longer match or update it. Also, any ad set optimised for a deleted custom conversion event will continue to deliver, but may start to perform poorly because we no longer match the custom conversion. To avoid this, you can change what these ad sets are optimised for before you delete your custom conversion.

1. Go to Business Manager or Ads Manager.
2. Click Custom conversions under "Measure & report".
3. Select the custom conversion that you'd like to delete.
4. Click Actions.
5. Click Delete Custom Conversion.
6. Click Delete.

• You won't be able to use them with dynamic ads.
• When a custom conversion is deleted, it stops receiving attribution. However, any attributions that took place before you deleted the custom conversion will still be shown in the results column of reporting.