Adhand TeamIf you want your advertising to work not "blindly" and bring results - events are a must.
💡 What are events and why do you need them?
Events are actions that the user performs on the site: viewing a product, adding it to the cart, buying it. Meta captures these signals and starts:
- Show ads to those who are more likely to buy
- Remind those who have left the site about your product
- Show what works and what doesn't - at the ad, offer, page level
With events, advertising becomes an important sales tool.
🔑 A basic set of events for e-commerce:
Event | What's tracking |
ViewContent | The user went to the product card |
AddToCart | I clicked "Add to Cart." |
InitiateCheckout | Proceeded to checkout |
AddPaymentInfo | Entered the payment information |
Purchase | Made a purchase |
Search | Entered the query in the site search |
If these events aren't there - you won't know where the funnel is losing potential buyers. That means you won't be able to win them back or fix the bottleneck.
🛠 How to set up events (two ways - choose by access level)
✅ Option 1: Without code - via Event Setup Tool
If the pixel is already installed, it couldn't be easier:
- Go to Meta Events Manager
- Select the desired pixel
- Click "Customize Events"
- Enter the URL of the site → the interactive version opens
- Click on the "Buy" button, "To Cart" and other key elements
- Select an appropriate event → Save
Meta itself will bind the event to an element on the site. This is convenient for hypothesis testing and quick launches.
👨💻 Option 2: With code - manually
For developers or site owners with access to code. You insert events yourself in the right places:
🧾 Example: Purchase (inserted on the "Thank you for ordering" page):
html
CopyEdit
<script>
fbq('track', 'Purchase', {
value: 49.99,
currency: 'KZT'
});
</script>
🛒 Example: Adding an item to your cart:
html
CopyEdit
<script>
fbq('track', 'AddToCart');
</script>
Important: Event Purchase shouldn't be triggered until after payment. Take your time.
🧠 What's important not to miss:
- Customize all key events. The more data - the more accurately the algorithm works.
- Make sure the events are triggered at the right time, otherwise the stats will be garbage.
- You can see live events in Events Manager - don't be lazy to check after customization.
- If you plan to use CAPI (advanced data transfer) - it is better to coordinate it with the developer at once.
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