As you may have heard, advertising on Facebook has become a go-to for some entrepreneurs, like myself. Facebook marketing allows me to showcase my business to my target audience at the best price. In Part One of this Facebook Pixel Beginners Guide, we covered what a Facebook Pixel is and how to create, install and verify your pixel. Continue reading to learn how to optimize your ads and to get the inside scoop on custom and standard events.

In Part Two:

  • Standard vs Custom events and how to add them

  • Optimization and Tracking with your pixel

As you may have heard, advertising on Facebook has become a go-to for some entrepreneurs Click To Tweet



Before we head into what standard and custom events are, lets get some understanding about what Facebook pixel considers an event to be.

An event is an action that occurs on your website, which the pixel then logs in your Facebook pixel data. These events help track conversions, help you optimize for conversions, and even allows you to build audiences based on what event action occurred on your site. There are two types of events: standard and custom.


Standard Events

There are nine standard events that the Facebook pixel can recognize. These nine events are:

  • View Content– When you want to track specific pages (landing page, a product page, etc)

  • Search– When you want to track specific searches on your website

  • Add to cart– Tracking when items are added to a shopping cart

  • Add to wishlist– Tracking when items are added to a wishlist

  • Initiate checkout– Tracking when someone initiates the checkout process

  • Add payment info– Tracking when someone visits a page with billing info

  • Make purchase– Tracking when a purchase has been completed (landing on a confirmation or thank you page after purchase)

  • Lead– Tracking when someone shows interest in your offering (submitting info to lead page, signing up for a trial, etc)

  • Complete registration– Tracking when someone enters information on a form or signs up for a service.

The feedback of these standard event actions occurring on your website allows you an inside look on what actions your website visitors are making. With this information, you can create a custom audience for each standard event.

Want to show an ad to only those who registered for a webinar or online workshop? Utilize the lead or complete registration event.

How about only those visitors who bought your first e-book? The complete purchase event would be suitable for you.

Facebook marketing allows me to showcase my business to my target audience at the best price. Click To Tweet

Custom events

Custom events are events that fall outside of the realm of standard events. Anything that isn’t a standard event would be considered a custom event. You are able to manually create a customer event and use them when you want to track an action that isn’t standard.


How to install your event

Instead of me explaining how to install, enjoy this image. One thing I will say is, find the keyword [pageview]. Then after that piece of code, enter in all the standard and custom events that satisfy you-one on each line. Then click save and you’re done!



Now you’re probably wondering how does this pixel help you and how can you make the best use of it. Through optimization and tracking, you’ll be able to utilize the Facebook pixel 100%.

-With conversion optimization, info from your pixel can optimize you ad for conversions. The pixel will tell Facebook to deliver your ads only to the people who will most likely reach your checkout page, complete an action, etc. This is great for running a campaign where you want to see results happening on your site.

-With conversion tracking, you’ll be able to see how successful your ad is. With feedback from the pixel, you’ll receive reporting on what events occurred and the frequency of the events as a result of your ad.

Be sure to install the conversion standard event in your base pixel code!

And there you have it, you are now a Facebook Pixel wizard 🙂

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