The Signal event & Facebook Custom Audiences or Custom Conversions

The Signal event automatically captures important actions your visitors perform on your website. 

Learn how to use it for Facebook Custom Audiences (retargeting, Lookalikes) and Custom Conversions (ads tracking and optimization).

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These two videos show you how to create Custom Audiences & Conversions:

TIP: Install Pixel Helper Chrome extension. Open your website, and perform the action you want to track. Check with Pixel Helper what event PixelYourSite fires for that action. Click on the event, and check its parameters. This will help you understand how to configure Custom Audiences or Custom Conversions.

Facebook Custom Audiences: Use them when you want to re-target or exclude segments of your audience. Custom Audiences can have various rules, including conditions based on events and events parameters.

Facebook Lookalikes: You can create Lookalikes starting from your Custom Audiences. Facebook will fill them with people similar to the ones already part of your Custom Audience. Use them to find new potential customers and users.

Facebook Custom Conversions: You can create Custom Conversion based on events and parameters. You can use them to track ad conversion or to optimize your ads.

The Signal event

The Signal event fires automatically and tracks important actions or user engagement. You can find its settings on the plugin’s main page.

Signal event parameters

The event has a number of parameters that can help when creating Custom Audiences or Custom Conversions.

 

The most important parameter is event_action. This parameter identifies the action that triggers the event (Internal click, video play, form, etc).

 

There are some specific parameters to give more context:

text: the text from a link, button, or form’s button.

target_URL: the destination URL of a link.

form_class: tracks the CSS class of a form.

form_id: tracks the CSS ID of a form.

download_type: tracks the file type, like PDF, doc, zip, etc.

download_name: tracks the name of the downloaded file.

download_URL: tracks the URL of a download.

 

There is a set of “common parameters” that we add to ALL the events fire by the plugin:

page_title: tracks the title of the page where the event fires.

post_type: tracks the post type where the event fires.

post_id event_URL: tracks the URL where the event fires.

user_role: tracks the user role of the visitor that fires the event.

plugin: PixelYourSite

event_time (pro): tracks the user’s hour.

event_day (pro): tracks the user’s day.

event_month (pro): tracks the user’s month.

traffic_source (pro): tracks the traffic source.

UTMs (pro): tracks URL tags.

How to use the Signal event for Custom Audiences and Custom Conversions

Track clicks (pro trigger)

The Signal event will fire when a user clicks on internal or external links.

event_action: Internal Click or External Click

target_url: the URL opened by the link

text: the link or button’s text

Facebook Custom Audiences from clicks

You can use the Signal event to create Custom Audiences and Lookalikes. 

These Custom Audiences can be very wide, like everyone who clicked on a link, or very specific, people that clicked on a particular link from a particular page. 

Affiliate links can be targeted this way.

Example of Custom Audience:

People that clicked on external links targeting pixelyoursite.com.

Facebook Custom Conversions from clicks

You can use the Signal event to create Custom Conversions. 

Affiliate links can be targeted this way.

Example of Custom Conversion:

People that clicked on external links targeting pixelyoursite.com

Track embedded videos (pro trigger)

The Signal event will fire when a user watches an embedded video (YouTube or Vimeo).

event_action: Video play, Video 10%, Video 50%, Video 90%, Video 100%.

video_title

video_type: YouTube or Vimeo.

video_id

Facebook Custom Audiences for video views

You can use the Signal event to create Custom Audiences and Lookalikes. 

Custom Audiences or Custom Conversions can target anybody that watched an embedded video, or people that watched a particular video only.

Example of Custom Audience:

People that played an embedded YouTube video called “Full Self-Driving”.

Facebook Custom Conversions for video views

You can use the Signal event to create Custom Conversions. 

You can track and optimise embedded video views.

Example of Custom Conversion:

People that watched a video named “Full Self-Driving”.

Track clicks on telephone links (pro trigger)

The Signal event will fire when a user clicks on a telephone number. The number must be marked with tel.

For privacy reasons, we don’t track the telephone number. When we did this in the past, Facebook started to show privacy-related warnings.

event_action: tel

Facebook Custom Audiences for telephone clicks

Custom Audiences or Custom Conversions can target anybody that clicks on a phone number. If you want, you can use additional parameters, like the page_title or event_url.

Example of Custom Audience:

Clicked on a phone number.

Facebook Custom Conversions for telephone clicks

You can use the Signal event to create Custom Conversions. 

You can track and optimise embedded for clicks on phone numbers.

Example of Custom Conversion:

Clicked on a phone number.

Track clicks on emails (pro trigger)

The Signal event will fire when a user clicks on an email.

For privacy reasons, we don’t track the email address. When we did this in the past, Facebook started to show privacy-related warnings.

event_action: email

Facebook Custom Audiences & Conversions for email clicks

Simply select the Signal event and event_action “email” to create Custom Audiences or Custom Conversions.

It’s not possible to target specific emails, but you can use other relevant parameters to narrow your audiences or conversions. 

Track clicks on forms

The Signal event will fire when a user clicks on a form’s button.

event_action: form

form_id: the CSS id of the form

form_class: the CSS class of the form

text: the button’s text

Facebook Custom Audiences & Conversions for forms

Forms can be implemented by various plugins, but the Signal event has enough parameters to help you target the form you want.

Use the form_id or form_class, or a combination of event_action and text.

Track user sign-up (pro trigger) 

The Signal event will fire when a new WordPress account is created.

event_action: User Signup

Facebook Custom Audiences & Conversions for signups

Custom Conversion and Custom Audiences can be created using the specific event_action. It’s also possible to target specific user roles using the global user_role parameter.

Track downloads

The Signal event will fire when a new WordPress account is created.

event_action: User Signup

download_type: tracks the file type, like PDF, doc, zip, etc

download_name: tracks the name of the downloaded file

download_URL: tracks the URL of a download

Facebook Custom Audiences & Conversions for downloads

Creating Custom Conversions or Custom Audiences for downloads is easy. The specific parameters can help you identify a particular file, or just a file type. 

Track comments

The Signal event will fire when someone posts a comment.

event_action: comment

Facebook Custom Audiences & Conversions for comments

You can create Custom Audiences or Custom Conversions for comments in general, or for comments on a particular post with some additional parameters, like event_url.

Track AdSense clicks (pro trigger) 

The Signal event will fire when someone clicks on an AdSense ad.

event_action: AdSense

Facebook Custom Audiences & Conversions for AdSense clicks

You can Create Custom Audiences and Custom Conversions. Some clients target Lookalikes and optimize their ads for clicks on AdSense.

Track scroll

You can configure the Signal event to fire when someone scrolls any page to a percent.

event_action: Scroll X%

Facebook Custom Audiences & Conversions for scroll

This type of event is useful when you want to retarget or create Lookalikes for a more engaged segment of your audiences.

Track time on page

You can configure the Signal event to fire when someone spends at least X seconds on any page.

event_action: Time on page X seconds

Facebook Custom Audiences & Conversions for scroll

The event is designed to help you identify a more engaged segment of your audience and create Custom Audiences and Lookalikes.

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