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How to Set Custom Events as Optimization Goal for Facebook Ads？

There are two ways to set custom events as the optimization goal of Facebook ads:

1. Set custom events directly as optimization goals

2. Create a custom conversion based on a custom event, and then set the custom conversion as an optimization goal

The steps for the two ways are described below:

1. Set custom events directly as optimization goals​

As shown in the figure below, Facebook supports setting standard events and custom events directly as optimization goals. You can directly set them in the ad and select the corresponding custom events.

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2. Create a custom conversion based on a custom event, and then set the custom conversion as an optimization goal​

Although Facebook standard events and custom events can cover most scenarios, in actual advertising, you may also want to distinguish more fine-grained specific events, you can set custom conversions to achieve this goal.

So how do you set up custom conversions in Facebook?

1)Go to Facebook Events Manager and click on the "Custom Conversions" option on the left menu.

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2)Click the "Custom conversion" button to open the pop-up window for custom conversion settings.

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3) Enter the name of the custom conversion, and add a description of the custom conversion (optional).

4) Select your Pixel as the data source for custom conversions.

5) Next, select a conversion event, it can be any standard or custom event you have set up, or "All URL Traffic". If you select "All URL Traffic," choose a standard event that closely defines how you want your conversion event to be optimized.

6) Finally, set rules for the custom conversion based on URL, Referring Domain, or Event Parameters.

However, you need to keep in mind that if you select "All URL Traffic" as your conversion event, you won't be able to create conversion rules based on Event Parameters.

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After the custom conversion is set up, you can select this custom conversion as the optimization goal. As shown in the figure below, you can see that the obvious difference between custom conversions and custom events is that custom conversions have Rules, but custom events do not.

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