Facebook Custom Conversions & Custom Audiences from clicks

You might notice that Facebook is firing an event on every single click that occurs on your site. It’s named SubscribedButtonClicked and we wrote about it here. But if you try to use this event to make a Custom Audience or a Custom Conversion you’ll discover that you simply can’t.

That’s why we decided to make a default PixelYourSite event that fires on clicks: the ClickEvent (no, we didn’t need any brainstorming to come up with this name).

Use your visitors’ clicks to improve your Facebook ads

The ClickEvent can be used for Custom Audiences and Custom Conversions, and we’ve added a few very handy parameters to make it more valuable for you.

Firing events on clicks have long been an important part of our Dynamic Events, but with this new addition, we’ve automated part of the process, making things a lot easier for you.

How to fire the ClickEvent

The ClickEvent is enabled by default starting with PixelYourSite Pro 6.2.1. You can turn it OFF from the plugin Facebook Pixel main tab.

To test the event with Pixel Helper Chrome Extension, go to your site and click on a link or button.

False Clicks: It’s possible that sometimes false clicks are registered as events. This is something that happens for the Facebook’s own SubscribeButtonClicked event too. That’s why we don’t recommend to make a Custom Audience based just on the ClickEvent but use specific parameters instead to identify one or more particular clicks. This strategy will be explained in details in this article

The ClickEvent’s Parameters

tag_text parameter

That’s what we consider the most important parameter for the ClickEvent because it can help you identify clicks on a particular link or button. What it does is to pull the link or button text as a value.

tag_type parameter

This event will pull the link type as a value. For HTML links value will be a, for form submit buttons value will be input.submit.

post_id parameter

It will pull the ID of the content where the click was performed

content_name parameter

It will pull the name of the content where the click was performed.

post_type parameter

It will pull the post type of the content where the click was performed (post, pages, product, download and so on).

tags parameter

It will pull the content tags

domain parameter

It will pull the domain where the event was fired (your site’s address)

traffic_source parameter

It will pull the traffic source for the user that fired the event

UTM parameters

These parameters will pull the UTM if any.

How to use the ClickEvent

There are two ways you can use this event, that is to create Custom Conversions and optimize your ads for them, or to create Custom Audiences, and retarget them. It’s a good idea to use both of them.

Strategy # 1 Custom Conversions

Let’s say you want to grow your email list (something you should always do, by the way). You run a Facebook campaign giving something for free to anyone signing for your newsletter. What you want to do is to optimize this particular campaign for the desired action, that is newsletter signups.

You can do this in various ways:

  • Fire an event (Lead, for example) on the thank you page – the page your new member lands on once the form is completed. Sometimes this can’t be done because there is no distinct page.
  • Fire an event on the form button. You can do this with our Dynamic Events option
  • Use the ClickEvent directly

In this article, I will present you the last option, use the ClickEvent directly.

In your Chrome browser (with Pixel Helper Chrome Extension installed) open the page where your signup form exists and click the sing up button. Check the events with Pixel Helper and look for a ClickEvent. You can have several, so it’s important to identify the correct one. Open each ClickEnvent and look for the tag_text parameter. Its value should be your button’s text. Copy the exact value.

Create your Custom Conversion

Open your Ads Manager and select Custom Conversions from the main menu. Click “Create custom conversion” and select your desired pixel (if you have more than one).  As Rule chose Event and select the ClickEvent. As the first parameter, select “domain” contains and add your site domain. It’s also safer to use the domain parameter, in case you have or will have a similar event on a different site. Click the AND button and select the “tag_text” parameter contains Sign Me Up (paste the exact button text here).

Select your conversion type and click next. A new window will open and you’ll be prompted to give your new conversion a name and an optional value:

Click Create and you’re done. From now on, this conversion will be fired every time someone clicks on a link with the text “Sign Me Up”. You can use the other parameters to further narrow this conversion, like the page name or ID, category or tags. You can be really creative and use the traffic source as an additional filter.

How to use the click based Custom Conversion

Now you can use this Custom Conversion to optimize your ads for it, telling people to send you paid visitors that are more likely to convert, and for your ads custom reports.

Create a Custom Conversion

Continuing with the same example, you want to create a Custom Conversion for that particular event too. That’s an audience filled with people that click on the form button, signing up for your newsletter.

From your Ads Manager main menu click on the Audiences link, click Create Audience and select Custom Audience. Click on Website Traffic and make sure you select the right pixel ID (again, if you use more than one). In the trigger field, start typing “ClickEvent” and select it when it becomes available. Next to the event, you have the time window for this audience. By default is 30 days, but you can go back for as much as 180 days.

Click “Refine by” and select “URL/Parameter”. Select “domain” contains and add your domain name. Click “Further refine by” and click on “And also”. Select “tag_text” parameter contains “Sign Me Up” (paste the exact button text here).

Give your audience a name and click Create Audience. That’s it. Every time a new Facebook user clicks on a button with that particular text he or she will be added to your new Custom Audience.

How to use the click based Custom Audience

Exclude: when you set up your conversion campaign for the previously configured Custom Conversion, you will not want to serve your ads to people that already converted. That’s why you will have to exclude this audience. That’s an important step that will save you money, so don’t ignore it.

Retarget: It’s always a good idea to set up retargeting campaigns. You will push your offer in front of friendly eyes, something that can only increase your ROI.

IMPORTANT: It’s possible that some buttons will not fire the ClickEvent, or that the tag_test parameter won’t get the button text. That’s why you must always test with Pixel Helper. In this case, you can create a Dynamic Event on that particular button and use it as part of a similar strategy.

5 thoughts on “Facebook Custom Conversions & Custom Audiences from clicks

  1. Hi, what’s the difference between custom audiences and custom conversions? I’m very confused because both seem to serve the same purpose and are also setup in the same way! 🙁

  2. Can anyone Plz tell me if I want to Add a Custom conversion (for purchase) for a particular product, how wud I do that for woocommerce? What filter to use for a particular product’s purchase conversion tracking?

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