On September 6, 2018 the Facebook Developers blog announced that ‘More Ways to Target, Optimize, and Measure Your Campaigns’ are coming. (you can read the post here)
In the article it stated that in the coming weeks Facebook would be rolling out more ways to track the actions that people take on their websites, apps, and stores with an additional 8 standard events.
These 8 new standard events include: Contact, Customize Product, Donate, Find Location, Schedule, Start Trial, Submit Application, and Subscribe. These standard events can be used in addition to the 9 previous events that could be tracked using the Facebook pixel: Search, Add To Wish List, Add To Card, Initiate Checkout, Add Payment Info, Purchase, Lead, and Complete Registration.
What are Facebook Standard Events?
Standard events are a structured way of communicating specific actions to Facebook through the Facebook Pixel. These specific actions are tracked through the pixel and can be used for ad targeting, optimization, and camp measurement.
The new set of standard events will enable more businesses to understand customer engagement both online and offline and the opportunity to identify and track very specific actions taken by website and app end users.
The New Standard Events Are Now Live
Even though the announcement was made in September, we did not get an official notification as to when this change was made. Instead we noticed the new set of variables showing up while setting up Custom Conversions inside of Facebook’s Business Manager a few weeks ago.
In the picture above you will see 4 of the 8 new standard events listed in the Category dropdown menu when creating a new Custom Conversion inside of Facebook’s Business Manager.
Full List Of Facebook Standard Events And Their Descriptions
| Website action | Description |
|---|---|
| Add to cart | Track when items are added to a shopping cart (ex: click, landing page on Add to Cart button) |
| Add payment info | Track when payment information is added in the checkout flow (ex: click, landing page on billing info) |
| Add to wishlist | Track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button) |
| Complete registration | Track when a registration form is completed (ex: complete subscription, sign up for a service) |
| Contact | A telephone/SMS, email, chat or other type of contact between a customer and your business |
| Customize Product | The customization of products through a configuration tool or other application your business owns |
| Donate | Track donation of funds to your organization or cause |
| Find Location | Track when a person finds one of your locations on the internet or application with the intention to visit |
| Initiate checkout | Track when people enter the checkout flow (ex: click, landing page on checkout button) |
| Lead | Track when someone expresses interest in your offering (ex: form submission, sign up for trial, landing on pricing page) |
| Purchase | Track purchases or checkout flow completions (ex: Landing on “Thank You” or confirmation page) |
| Schedule | Track the booking of an appointment to visit one of your locations |
| Search | Track searches on your website, app or other property (ex: product searches) |
| Start trial | Track the start of a free trial of a product or service you offer (ex: trial subscription) |
| Submit application | Track when a registration form is completed for a product, service or program you offer (ex: credit card, educational program or job) |
| Subscribe | Track the start of a paid subscription for a product or service you offer |
| View content | Track key page views (ex: product page, landing page, article) |
In addition to the new standard events, which are available across web, app, and offline, we’re introducing two app-specific events: Ad Click and Ad Impression. Ad Click and Ad Impression help apps that monetized with ads understand how people coming to their app from Facebook are engaging in-app.
Want to learn more about the Facebook Pixel, Standard Events, Custom Events, and Facebook Tracking? Click here to watch our free Facebook Pixel Track Star training.
Nick Bridges
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