When an action occurs on your website (for example, when someone adds an item to their cart), your Facebook pixel fires and logs it as an event. Events take place either as a result of Facebook ads (paid) or organic reach (unpaid). There are two categories of events: standard and custom.

Standard events are predefined actions we recognize and support across ad products. When you add them to your pixel code, you can log those standard events, optimize for conversions and build audiences. Visit Facebook for Developers to learn more about setting up standard events.

Custom events are actions that fall outside those covered by our standard events, and you can give them a unique name to represent the action taking place. You can use custom events to build Custom Audiences. You cannot use custom events for optimization or attribution unless they're mapped to a custom conversion. You can then choose which standard event you want the custom conversion optimized towards. Learn more about custom conversions.

Here's what your website code will look like with standard or custom events installed:

  1. Your website's original code.

  2. Your Facebook pixel base code.

  3. Your standard or custom event code. The example above shows an add to cart event, which is a standard event. Learn more about how to set up standard and custom events in your website's code.

Add events on the pages that matter to your business to understand your customers' journey. If you set up events along every step of their path (for example, from product page views all the way through to a purchase) you can measure and optimize your ads for the conversions that mean the most to your business. Once your events are set up, learn how to understand your events in Events Manager.

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