TersbyWhat's sent on its own
| Event | When |
|---|---|
| ViewContent | a visitor opened the page |
| InitiateCheckout | pressed «Order now» |
| Lead | sent a form (from the browser and the server, never counted twice) |
| Purchase | the lead reached «Confirmed» or «Bought out» (chosen in “Ad accounts”) |
Everything below is set up on top of that.
A form's own event
In expert mode select a form: the «Event for the pixels» block is on the right.
- On submit: instead of «Lead» the form can send «Schedule» (a booking), «Subscribe» (a newsletter), «CompleteRegistration», «Contact», «SubmitApplication» or a name of your own in Latin letters.
- Value: what a lead from this form is worth in the site's currency. Empty: the site's price.
- Google Ads label: a conversion of its own for this form.
The event goes from both the browser and the server (Conversions API and TikTok Events API) with the same id, so the ad account counts it once.
A button's event
Any button has a «Pixel event» block: a standard event (Contact, AddToCart, ViewContent, Subscribe, Schedule, CompleteRegistration) or your own, also with a value and a Google Ads label. For example, a «Message on Telegram» button can send Contact.
«Site events»
“SEO and ads” → «Site events» (in expert mode: «Settings» → «Ads and analytics»). Tick what you need:
| What | Default name |
|---|---|
| Scrolled halfway | Scroll50 |
| Scrolled almost to the end (90%) | Scroll90 |
| 30 seconds on the page (a background tab doesn't count) | TimeOnPage30 |
| Popup shown | PopupView |
| Discount wheel spun | WheelSpin |
| Quiz steps | QuizStep |
| Tap on a phone, email or messenger | Contact |
Each can get its own name, value and Google Ads label. Facebook's standard names (Contact, ViewContent and others) go as standard events, the rest as custom ones.
Google Ads label
In Google Ads create a conversion, open «Set up the tag» and find the send_to line like AW-123456789/AbCdEf. Paste the part after «/» (the site's conversion ID is then used) or the whole line.
Why bother
- Optimize ads for a more frequent event while leads are few, say «30 seconds on the page».
- Build audiences: read to the end, spun the wheel, called.
- Count calls and messenger chats as conversions.
How to check that events arrive: «Pixel and Conversions API».