Which events to send to your pixel besides the lead

A pixel usually knows three things: a person opened the page, pressed «Order now» and left a lead. That's enough for a big campaign. But at the start, with a dozen leads a day, the ad algorithm has little data and takes a long time to find the right people. Events between the visit and the lead help.

Which events are useful

• Scrolling halfway and to the end. The person didn't just open the page but read it. Good audiences for retargeting.
• 30 seconds on the page. A simple sign of interest. Count only the time the tab is actually in front of their eyes, not sitting in the background.
• A tap on a phone or messenger. Often it's the same lead, just without the form. If you don't count calls, the campaigns that bring them look worse than they are.
• Quiz steps. You see at which question people leave, and you can optimize ads for those who got at least halfway.
• A popup shown and a discount wheel spun. They tell you whether these techniques work and let you build audiences of engaged visitors.

How to name events

Meta has standard events: Lead, Contact, Schedule, Subscribe, CompleteRegistration, ViewContent and others. The ad account understands them right away and can optimize for them. Anything else can have your own names in Latin letters, say Scroll90 or QuizStep.

A good rule: if an event means the same as a standard one, use the standard one. A call or a messenger message is Contact, booking a service is Schedule, a signup is Subscribe.

An event's value

Not all leads are worth the same. A request for a consultation and an order with payment differ in money. If you set a value on the event, the ad account can optimize not just for the number of conversions but for their value.

When to make an event a separate Google Ads conversion

In Google Ads a conversion is a separate goal with its own label. It makes sense to make conversions of:

• calls and messages, if they bring sales;
• bookings, if you sell a service;
• a «micro-conversion» like 30 seconds on the page, only while main leads are few. Then switch optimization back to real leads.

Don't count the same thing twice

If an event goes from both the browser and the server, both copies need the same id. Otherwise one lead turns into two, and the campaign looks better than it really is.

How to do it in Tersby

• A form in expert mode has an «Event for the pixels» block: Lead or your own event, a value and a Google Ads label. The event goes from the browser and the server with the same id.
• A button has a «Pixel event» block.
• The site's settings have «Site events»: scrolling 50% and 90%, 30 seconds on the page, a popup shown, the wheel, quiz steps, a tap on a phone or messenger. Each is switched on with a tick and has its own name, value and Google Ads label.

More: «Pixel events: forms, buttons and actions on the site».