In this article:
What are custom conversions?
Custom conversions allow you to create rules for events so you can track more targeted fan actions. Events are actions you want your audience to take (e.g. Page Visit, Music Service Click, Pre-Save). You can see a full list of custom events and parameter data sent by Feature.fm here: Facebook Ads: Event and Parameter Data
These can be especially useful for your Feature.fm landing pages because Meta isn't natively built for the music industry or measuring fan actions like pre-saves and music service clicks.
Why would I use a custom conversion?
By defining a custom conversion, you can:
- Measure the success of your marketing and paid ad campaigns based on these performance goals
- Run conversion campaigns that are optimized for engagement and specific fan actions from your Feature.fm landing pages
How to setup a custom conversion in Meta
Before getting started
Make sure that you have installed your Meta Pixel / CAPI Access Token on your landing pages, and that you have started to receive event data through the pixel. You can refer to these articles if you haven't yet done so:
Where to find / create your Meta Retargeting Pixel
Connecting the Facebook Conversion API in Feature.fm
Where to enter your Retargeting Pixels in Feature.fm
Step 1: Open Meta Events Manager
From your Meta Events Manager, navigate to All Tools and select Events Manager
Step 2: Navigate to Custom Conversions
From the lefthand navigation bar, toggle to Custom Conversions
Step 3: Create a new Custom Conversion
Give the custom conversion a name that indicates what you're tracking, e.g. FFM Spotify Clicks.
Select your Feature.fm pixel as the Data Source.
Select which custom event you are using to define the conversion with. For a list of all custom events sent by Feature.fm, refer to this article: Event and Parameter Data sent through your Retargeting Pixel
You may additionally select a Meta standard event for further optimization. We recommend selecting View Content as the standard event (this is at the very bottom of the options list).
Step 4: Define the Parameter-based Rules
Select Event Parameters from the drop-down menu.
Depending on which fan action you are defining the conversion with, you will type in the parameter name in the middle field highlighted here:
Finally, you will type the parameter value. So if you are wanting to track service clicks to Spotify only, you would type servicename (no space) as the parameter and spotify as the parameter value. Like this:
For a complete list of all parameters and values sent by Feature.fm through your Meta Retargeting Pixels, refer to this article: List of values sent with retargeting data parameters