While Facebook ads can't be optimized for custom events directly, you can use custom conversions to optimize the reporting and targeting of your Facebook ads.
By creating a custom conversion that targets the custom event of your choice, you won't just be able to optimize your ads with custom events you create in Octane AI, you'll also be able to add the conversion to your Pixel's event priority through Facebook's Aggregated Events Measurement feature.
Table of Contents
1. Facebook Pixel custom events
With Octane AI's Facebook pixel integration, you can create custom events for your shop quiz.
By default, Octane AI creates a custom event for when someone starts or completes your quiz. However, you can also create custom events for answers and results.
To learn how to set up your Facebook Pixel and add custom events, check out this article.
With custom events, you can create custom and lookalike audiences to target your ads with. However, you won't be able to optimize your ad sets or use event priority with custom events.
In order to optimize your ads for custom events, you'll have to create a custom conversion for it first.
2. Facebook Pixel custom conversions
Custom conversions allow you to optimize ads targeting and optimization for conditions that fall outside of the standard events provided by Facebook.
This includes custom events, which you can create custom conversions for.
You can create custom conversions in Facebook Events Manager. Just simply navigate to Events Manager and click on the Custom Conversions tab in the left-hand menu.
From there, select the "Create Custom Conversion" button to continue.
Once the custom conversion creation window appears, select the custom event you'd like to target under the Conversion Event drop-down menu.
For this example, we've chosen the custom event that triggers when someone finishes your shop quiz.
2.1. Choosing a standard event for optimization
When creating a custom conversion, you're able to select a standard event that the custom conversion will be optimized with.
The standard event you select will tell Facebook what kind of custom event you've selected. By default, Facebook will choose a standard event for you but choosing an event yourself makes sure you know what kind of conversions Facebook is counting.
For this example, I've chosen the standard event "Purchase" so that the custom conversion prioritizes users that have completed my shop quiz, and made a purchase.
You can also add additional rules to your custom conversion if you'd like to further segment the customers that are targeted by your conversion.
The main rules are based on a URL - for example, the URL of a product or it might be the URL of the page a customer sees after purchase.
For example, if you wanted to target customers that purchased a subscription, I might add the subscription confirmation URL as a rule and enter the price of the subscription in the conversion value.
If you only want to target the event with your conversions, you can leave the rules blank.
Check out Facebook's list of best practices for custom conversions to learn how to get the most out of this feature.
3. Event priority
In order to make sure your custom conversions are reporting data accurately, you'll have to set event priority for the conversion in Facebook Event Manager.
Facebook allows you to select up to 8 standard events and custom conversions to prioritize reporting accuracy with the Aggregated Events Measurement feature.
The events you prioritize will be able to attribute clicks and triggers with less reliance on cross-site tracking, giving higher accuracy with users that may have tracking protections.
You'll also need to prioritize an event with Aggregated Events Measurement in order to optimize your ads for that event.
3.1. Aggregated Events Measurement
You can access Aggregated Events Measurement in Facebook Events Manager under the Data Sources tab.
By clicking on "Manage Events", you'll be able to select up to 8 standard events or custom conversions for either High or Low priority. The higher the priority of the event you select, the higher the accuracy Facebook will try to guarantee.
Creating custom conversions for your Octane AI custom events will allow you to track and optimize for customers that take your shop quiz.
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