Meta Conversions

Facebook conversions refer to specific actions a user takes on your website, mobile app or Facebook itself after viewing or clicking on an ad on the Facebook platform. These actions can include purchasing a product, registering on a website, downloading an app, filling out a form, among others. Conversions are important because they help measure the success of your Facebook ad campaigns and allow you to optimize them for better results.

Conversion types

Standard conversion or event : those conversions predefined by Facebook, such as the purchase of a product, the registration on a website, the download of an application, the filling of a form, etc.

Custom conversion or custom event are specific actions that you define to track the success of your ads on the platform. They are customized to your unique business objectives, such as time spent watching a video or number of pages visited before a purchase. They give you the flexibility to measure the performance of your campaigns more accurately.

Conversions within Metricool

The attribution window we use is 7-day click (default for most campaigns), if you choose another model within Facebook Ads insights there will be differences in the purchase data and conversion value.

In the Facebook Ads section, in the Campaign Lists table, the most relevant metrics for analyzing the impact of campaigns appear by default. However, to this table you can add more data for a more detailed analysis.

To access these metrics, click on Columns just above the table on the right. The number of metrics available will vary depending on the type of campaigns created in the period analyzed.

The custom conversions will appear with an id number. These types of conversions cannot be monitored through the Looker Studio connector.

The conversions field that we get through the Meta API does not apply to the campaign goal, i.e. the algorithm selects the most relevant metric based on your campaign as a conversion, but it may not match the one set as the campaign goal. In these cases, it is convenient to look for the specific metric from the list of options provided by Meta.



Don't miss the blog article Facebook Ads Analytics: All Your Metrics in One Report.

Updated on: 24/03/2025