Available conversion locations and events by objective in Meta Ads Manager

Trong kỷ nguyên số, Meta Ads Manager đã trở thành công cụ không thể thiếu đối với các doanh nghiệp trong quá trình triển khai chiến dịch quảng cáo. Để chiến dịch thật sự hiệu quả, việc hiểu rõ vị trí chuyển đổi và sự kiện khả dụng theo mục tiêu trong Meta Ads Manager đóng vai trò vô cùng quan trọng. Những yếu tố này không chỉ giúp tối ưu chi phí quảng cáo, mà còn mở ra cơ hội tiếp cận chính xác đối tượng khách hàng mong muốn, từ đó gia tăng tỷ lệ chuyển đổi và ROI. Để tìm hiểu rõ hơn về nội dung này, bạn cùng theo dõi bài viết dưới đây của SOC LUA to get the answer!

Conversion locations in Meta Ads Manager

What is a conversion location?

A conversion location refers to the place where you want your audience to perform the desired action after viewing your ad. This could be making a purchase on your website, sending a direct message via Messenger, or installing a mobile app. In other words, the conversion location represents the ultimate “destination” that businesses expect when running ads.

Ví dụ, nếu mục tiêu của bạn là tăng doanh số bán hàng online, vị trí chuyển đổi cần được đặt là Website. Ngược lại, nếu bạn muốn tạo thêm nhiều cuộc trò chuyện với khách hàng, vị trí phù hợp sẽ là Messenger hoặc Instagram Direct. Đối với doanh nghiệp phát triển ứng dụng, vị trí chuyển đổi quảng cáo Facebook lý tưởng là App, nơi khách hàng có thể tải về và cài đặt trực tiếp.

Common types of conversion locations

In Meta Ads Manager, businesses can choose from several conversion locations depending on their campaign objectives:

• Website: The most common conversion location, especially in e-commerce. All actions such as purchases, form submissions, or account registrations on the website can be tracked.
• Mobile App: For tech companies, startups, or gaming businesses, promoting an app and increasing downloads is the main objective. This location tracks app installs and in-app actions.
• Messenger / Instagram Direct / WhatsApp: Channels for direct interaction with customers, suitable for consultation, customer care, and closing sales.
• Offline Store: Designed for retail businesses or physical store chains, where the goal is to drive customer visits and in-store purchases.

The role of choosing the right conversion location

Choosing the right conversion location is crucial to the overall campaign. First, it ensures the advertising campaign aligns with actual business goals, avoiding wasted budgets. Second, an accurate location helps Meta’s algorithm optimize ad delivery, reaching the users most likely to take action. Third, collecting accurate data from the correct conversion location allows businesses to assess performance and improve campaigns. Finally, choosing the right location enhances ROI (return on investment), maximizing profitability relative to ad spend.

Available events by campaign objective

What is an ad event?

An event in Meta Ads Manager is defined as a specific action taken by users and recorded by the system. These actions may include “Add to Cart,” “Sign up for consultation,” “Complete purchase,” or simply “Watch video.” Each event reflects customer engagement and behavior, helping businesses tailor their campaigns accordingly.

Types of events by objective

Awareness objective

For this group, events revolve around reach and visibility. Meta Ads Manager tracks metrics such as impressions, reach, and ad frequency. This is the first stage of the marketing funnel, suitable for building brand awareness or launching new products.

Traffic objective

When the goal is to drive users to a website or another online platform, tracked events include link clicks, website visits, and even time spent on site. This is particularly important for businesses seeking to increase landing page visits for product exploration.

Engagement objective

This objective focuses on creating stronger connections with customers. Events may include likes, shares, comments, video views, or messages. Engagement is the top choice when aiming to build a community and expand brand presence.

Leads objective

Here, the key event is when customers submit their information. Common events include filling out registration forms, submitting contact details, or signing up for consultation. This objective is often applied in industries such as real estate, education, finance, or B2B services.

Sales objective

For e-commerce businesses, this is the most decisive goal. Related events include adding products to cart, initiating checkout, and completing purchases. Accurately tracking these events helps businesses determine whether campaigns are directly generating revenue.

App Promotion objective

For app promotion, key events are app installs, new account registrations within the app, and in-app purchases. These are essential metrics for measuring the effectiveness of mobile app campaigns.

Standard events and custom events

In Meta Ads Manager, businesses can choose between Standard Events and Custom Events. Standard Events are predefined by Meta, such as “Purchase,” “Add to Cart,” or “Lead.” Custom Events, on the other hand, are defined by businesses to better suit their needs, such as “Survey completed” or “Watched 80% of video.” Combining both types allows businesses to leverage Meta’s system while creating flexibility tailored to their goals.

Cách lựa chọn vị trí chuyển đổi và sự kiện khả dụng theo mục tiêu trong Meta Ads Manager

Based on business objectives

Every business has different goals at different stages. If the objective is to increase sales, the conversion location should be set to Website with the event “Purchase.” If the objective is to collect leads, choose Lead Form with the event “Lead.” For tech businesses looking to increase app downloads, the most suitable location is App with the event “App Install.”

Based on customer behavior

Customer habits also influence the choice of location and event. For example, if customers are familiar with online shopping, Website is the ideal location. If customers prefer direct consultation, Messenger or WhatsApp will be more effective. For younger audiences who frequently use smartphones and apps, app promotion will result in higher conversion rates.

Based on budget and campaign scale

Advertising budgets also determine choices. With a larger budget, businesses can test multiple locations and events simultaneously for optimization. On the other hand, with limited budgets, it’s best to focus on one or two high-ROI events to avoid resource fragmentation.

Notes when setting up conversion locations and events

Install Meta Pixel and Conversions API

To track and record data accurately, installing Meta Pixel on the website is mandatory. Pixel records user actions, which helps optimize campaigns. Additionally, implementing Conversions API enables data to be sent directly from the server to Meta, increasing accuracy and reducing data loss due to cookie restrictions.

Avoid selecting the wrong event

A common mistake is choosing events that don’t match the stage of the marketing funnel. For example, if the website has low traffic, setting the event to “Purchase” will make it difficult for the algorithm to optimize, resulting in ineffective campaigns. Instead, it’s better to start with closer events such as “Add to Cart” or “View Content.”

Continuous testing and optimization

Advertising campaigns rarely work perfectly from the start. Businesses must constantly monitor event performance in Ads Manager, while running A/B tests to compare the effectiveness of different locations and events. Continuous optimization will gradually improve campaign performance.

Comply with Meta’s policies

Meta enforces strict rules on content and data usage. When setting up events, businesses must avoid violations such as advertising restricted products, using sensitive content, or collecting user data without transparency. At the same time, ensuring customer data safety and privacy is essential to build trust and maintain brand credibility.

Through this article, Sóc Lửa has shared the most important insights on available conversion locations and events by objective in Meta Ads Manager. Hopefully, you can apply this knowledge to your campaigns to achieve the best results.

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