What is a Custom Event and why should I use it?

A Custom Event is a URL page load event from your website that you'd like to track as a conversion. For example, an order confirmation page or a thank you page. Custom Events are most useful when your desired conversion event corresponds to a specific URL, and when you do not have a technical team or a tag management solution to help you create Standard Events.

Once you have the Base Pixel installed, Custom Events can be easily created in the Ads Manager without installing any additional code. However, when you have the option, it is better to use Standard Events, since Custom Events are more limited in functionality.