All About Facebook Standard Events

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.

5. Add to BasketUse when a product is added to the cart, e.g. click on add to cart button.

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 id- The content ID parameter is a free-form field. If you’re using dynamic product ads, the content ID must match the ID in your catalogue.
  • Content type- The content type parameter is a free-form field. If you’re using dynamic product ads, the content type must match the content type in your catalogue.
  • Basket content- The content parameter is a multi-parameter field. It replaces content ID and includes an ID parameter as well as quantity and item price parameters. The ID must match the ID in your catalogue.
  • Content Quantity- Add a quantity variable or static quantity. The quantity sent must be a decimal number greater than or equal to zero. It cannot include letters, special characters, currency symbols or commas.
  • Content Price- Add a price variable or static price. The price sent must be a decimal number greater than or equal to zero. It cannot include letters, special characters, currency symbols or commas.

6. Add to Wish-list – Use when a product is added to a wish list, e.g. click on add to Wish-list button.

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.
  • Content type- The content type parameter is a free-form field. If you’re using dynamic product ads, the content type must match the content type in your catalogue.
  • Content ids-The content ID parameter is a free form field. If you’re using dynamic product ads, the content ID must match the ID in your catalogue.

7. Initiate a CheckoutUse when a person initiates a checkout. g. click on the checkout button.

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.
  • Contents – A list of products that contains the product ids associated with the event as well as additional information about the products. id, quantity, and item price are the available fields.
  • Content name- The Content name parameter is a free form field. Name of the page and a product.
  • Content category – The content category is a free form field. Category of the page/product.
  • Content ids -Product ids associated with the event. e.g. SKUs of products for Add to Cart event: [‘ABC123’, ‘XYZ789’]
  • Num-items-The content ID parameter is a free form field. It uses when Initiate Checkout or Purchase event. The number of items that checkout was initiated.

8. Search Use When a search query is made on website.

Parameters

  • Currency- The currency parameter must use a standard 3-letter ISO currency code of country like USD, INR
  • Content category – The content category is a free form field. Category of the page/product.
  • Content Ids –The content ID parameter is a free form field. If you’re using dynamic product ads, the content ID must match the ID in your catalogue.
  • Contents-A list of products that contains the product ids associated with the event as well as additional information about the products. id, quantity, and item price are the available fields.
  • Search string – Used with the Search event. The string entered by the user for the search

9. View Content : It is use when any key page is viewed such as a product page. e.g. important landing page of a website.

Parameters

  • Conversion Value- Add a 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.
  • Content ID-The content ID parameter is a free form field. If you’re using dynamic product ads, the content ID must match the ID in your catalogue.
  • Content type-The content type parameter is a free-form field. If you’re using dynamic product ads, the content type must match the content type in your catalogue.

Why use Standard Events:

  • Clean and more accurate
  • No limitation in tracking standard events
  • Helpful in creating a custom audience by the help of event trigger.
  • Give better and more robust reporting.
  • Offer a clear feature and ease to process.

Use of Parameters in events

Parameters give more granular data around events. Any website has many services and products at different prices, different lead forms, from the different currency. For proper using of all the parameter according to events will help to go into dirty details of your campaigns.

Facebook Introduce Events Manager

Where, you can see all the data sources associated with your account and find top-level event and activity data. You can compare event volume across data sources, review activity over time, and see any issues with your pixels. For more details. Visit Event Manager.

Pixels Added value for my campaigns

The Facebook Pixel will make advertising on Facebook much more effective. With the Facebook Pixel you basically can:

  • Measure cross-device conversions: see how your customers are moving between devices before they convert.
  • Run and re target people that have visited on your website.
  • Ensure your ads are being seen by people most likely to take the action you want them to take, like purchase or fill out a form by using custom audiences.
  • Create lookalike audiences based on your website visitors or customers so you can find more people who are like your best customers.

Are you using the new Facebook pixel?  What’s your experience been?  If you have any question regarding Standard Events, feel free to reach out to growing Online Marketing Agency based in North Carolina and we can suggest you the best solution as per your requirements.

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