What are Custom Events?
Custom events are specific actions that users take on your website or app, such as making a purchase or adding an item to their cart. These events can be tracked using the Meta pixel or SDK, and the data is stored in Business Manager.
With Custom Events, you can:
Track events with dynamic parameters (like purchase value or product category)
Define conversions by URL patterns
Split base events into categories and build metrics like ROAS or CPA
This gives you more control, better attribution, and deeper insights for your campaigns.
Using Custom Events for Automation and Reports
First things first, go to your Settings page and click Sync custom conversions.
The sync usually takes a few minutes.
Next, go to automated rules and select the custom event you need from the "Custom Events" section:
Same for reports:
If after clicking the sync button custom events do not appear, please check if there is any attributed event in the Ads manager. Open Ads manager, set the date range to Maximum. Then under "Columns" - "Customize Columns" - search for the custom event name. Add it as a column, then check the total value.
If the value is 0, it means there was no attributed custom event for this event yet. Once there is at least 1 event reported to Ads manager, you will be able to sync and use in the automated rules and reports.
Let us know if there are any questions left, we will be happy to connect with you via support@bir.ch or a chat bubble in the bottom right corner.