What are Standard Events?
Standard Events are predefined conversion actions that Meta recognizes for tracking and optimization. These standardized events ensure consistent measurement across campaigns and enable Meta's algorithm to better understand and optimize for your business goals.
Core Standard Events:
- Purchase - When someone completes a purchase
- Add to Cart - Adding items to shopping cart
- Initiate Checkout - Beginning the checkout process
- Lead - Submitting contact information or form
- Complete Registration - Creating an account or signing up
- View Content - Viewing specific pages or products
- Search - Using site search functionality
- Add to Wishlist - Saving items for later
Event Parameters:
Standard Events can include additional parameters for richer data:
- Currency and value for purchase events
- Content type and category for view events
- Number of items and product IDs
- Custom parameters specific to your business
Implementation Methods:
- Meta Pixel automatic event tracking
- Custom code implementation on specific pages
- Google Tag Manager configuration
- Conversions API server-side tracking
- Platform integrations (Shopify WooCommerce etc.)
Optimization Benefits:
Using Standard Events helps Meta's algorithm:
- Better understand your conversion funnel
- Optimize ad delivery for desired actions
- Provide more accurate campaign reporting
- Enable advanced features like dynamic ads