DIGITAL SOP 098: Setting up your Facebook Ads conversion events

Last Updated / Reviewed: March 25th, 2024

Execution Time: ~10 minutes

Goal: Configure the 8 conversion events you will be able to use to optimize your Facebook campaigns.

Ideal Outcome: You have your 8 most important conversions set up in Facebook Business Manager, which you can use as the optimization objective for your campaigns.

Prerequisites or requirements:

• You should have created a Business Manager account for your site (you can follow this SOP to do that.)
• You should have installed the Facebook Pixel on your site (follow these SOPs to install on any site using Google Tag Manager, or this one specifically for Shopify sites.)
• Plus, you should have already set up conversion tracking (SOP here.)
• Finally, you’ll need to have verified your domain inside Business Manager (you can follow this SOP to do that.)

Why this is important: With the release of iOS 14, Facebook Ads will now only allow you to optimize your campaigns for one of the 8 configured conversion events you select for your domain.

Where this is done: In Facebook Business Manager.

When this is done: Before you run any Facebook Ad campaigns. You only need to do this once.

Who does this: The person responsible for Facebook Ads.