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Conversion tracking tells Meta which actions to optimize for. Proper setup is critical for campaign performance.

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Conversion Locations

The available conversion locations depend on your campaign objective:

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Selecting Your Meta Pixel

On the Ad Sets step, select the Meta Pixel installed on your website. The pixel must be active and firing events for conversion tracking to work.
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.

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Choosing a Conversion Event

The events available depend on your campaign objective.

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Leads Objective

Lead, Complete Registration, Contact, Schedule, Submit Application, Start Trial, Find Location, Customize Product

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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.
Custom events and custom conversions are also supported and work with any objective.

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Attribution Windows

Attribution windows determine how long after a click or view Meta credits a conversion to your ad. Configure attribution during the Ad Sets step under attribution settings.
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.

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Optimization Goals

The optimization goal determines what Meta optimizes delivery for. Available goals vary by objective.

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Traffic

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Leads

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Sales

“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.