Conversion tracking tells Meta which actions to optimize for. Proper setup is critical for campaign performance.
Conversion Locations
The available conversion locations depend on your campaign objective:
| Objective | Available Locations |
|---|
| Traffic | Website |
| Leads | Website, Instant Forms |
| Sales | Website |
If you don’t see your pixel in the dropdown, check that it’s associated with the ad account you selected. Pixels are tied to specific ad accounts in Meta Business Manager.
Choosing a Conversion Event
The events available depend on your campaign objective.
Leads Objective
Lead, Complete Registration, Contact, Schedule, Submit Application, Start Trial, Find Location, Customize Product
Sales Objective
Purchase, Add to Cart, Initiate Checkout, Add Payment Info, Content View, Search, Add to Wishlist, Complete Registration, Subscribe, Start Trial, Donate
Some events are exclusive to one objective. Events from other objectives appear disabled with a note showing which objective they require.
Attribution Windows
Attribution windows determine how long after a click or view Meta credits a conversion to your ad.
| Type | Options |
|---|
| Click-through | 1 day or 7 days (default: 7 days) |
| View-through | 1 day only (optional, enabled by default) |
The 7-day click / 1-day view default works well for most campaigns. Shorten the click window to 1 day if you want stricter attribution.
Optimization Goals
The optimization goal determines what Meta optimizes delivery for. Available goals vary by objective.
Traffic
| Goal | Notes |
|---|
| Landing Page Views | Default |
| Link Clicks | — |
| Reach | — |
| Conversations | — |
Leads
| Goal | Notes |
|---|
| Lead Generation | Default — requires a lead form |
| Offsite Conversions | Requires pixel |
| Link Clicks | — |
| Quality Calls | — |
Sales
| Goal | Notes |
|---|
| Offsite Conversions | Default — requires pixel |
| Value | Requires pixel with purchase events |
| Link Clicks | — |
| Reach | — |
“Offsite Conversions” means Meta will show your ads to people most likely to convert on your website. This is the recommended optimization for performance-focused campaigns.
