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All About Facebook Standard Events

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Let’s start from basic

What is Facebook pixel code – A Facebook pixel is a java-script code which is given by Facebook to place on your website to know the effectiveness of your advertising. The pixel fires to track site visitors.

It helps to track conversions from Facebook ads, optimize ads based on collected data, build new targeted custom audiences and re-market people who have already acted on your website.

The Facebook pixel offers three functions to help you get a better ROI on a Facebook ad.

  1. Custom audiences from your website
  2. Custom conversions
  3. Custom and standard events.

Here we are discussing the Standard Events

Facebook give a beautiful predefined feature, Standard events are java-script code that is only placed on specific pages, not on every page with your base pixel code. It helps you to track user behavior on any page you want and helpful in narrow down the custom audience briefly.

For example, if a product page is set with a Facebook Event code snippet to record a visit to that page, you can target that person with a product-specific ad in Facebook by building a custom audience based on that event.

Default 9 events by Facebook. They are:

The syntax of standard events is fbq (‘track’ , [STANDARD_EVENT] , {parameters})

Here, we are still using the base Facebook pixel code. Here, before the closing script, we add a single snippet that indicates this is a specific type of event that we want to track. In the example above, that event is a “Complete Registration.

In above image you can see “Track event when page loads”.  Select this option if the action you want about when someone lands on a certain page, like a confirmation page after completing a registration.

Next is “Track event on action”-  Select this option when you want to track requires someone to click something. Like Add to Cart, Add to Wish list. This is an important because both the feature give you a different snippet by Facebook.

Let’s go through all 9 Standard events how to use and when to use for tracking and optimizing.

1. Purchase – Use when any product purchased, or checkout flow completed.

Parameters

    • Conversion value- It means the price of any product. It should be variable or static value. The value set must be a decimal number greater than or equal to zero. It may not include letters, special characters, currency symbols or commas.
  • Currency- The currency parameter must use a standard 3-letter ISO currency code of country like USD, INR.

2. Generate Lead – Use when any common forms of a website are completed like sign up, click on pricing, signup for trial.

Parameters

    • Conversion Value – It means the price of any product. It should be variable or static value. The value set must be a decimal number greater than or equal to zero. It may not include letters, special characters, currency symbols or commas.
    • Currency-The currency parameter must use a standard 3-letter ISO currency code of country like USD, INR.
  • Content name-The Content name parameter is a free-form field. Name of the page and a product.

3. Complete RegistrationUse When a registration form is completed, e.g. complete subscription/signup for a service.

Parameters

    • Conversion Value – It means the price of any product. It should be variable or static value. The value set must be a decimal number greater than or equal to zero. It may not include letters, special characters, currency symbols or commas.
    • Currency- The currency parameter must use a standard 3-letter ISO currency code of country like USD, INR.
  • Content name-The Content name parameter is a free-form field. Name of the page and a product.

4. Add payment infoUse when in any eCommerce website user click on payment details and fill the form.

Parameters

    • Conversion Value – It means the price of any product. It should be variable or static value. The value set must be a decimal number greater than or equal to zero. It may not include letters, special characters, currency symbols or commas.
  • Currency- The currency parameter must use a standard 3-letter ISO currency code of country like USD, INR.