API Marketing
Versione API Graph

Custom Conversions

Beginning September 2, 2025, we will start to roll out more proactive restrictions on custom conversions that may suggest information not permitted under our terms. For example, any custom conversion suggesting specific health conditions (e.g., "arthritis", "diabetes") or financial status (e.g., "credit score", "high income") will be flagged and prevented from being used to run ad campaigns.

What these restrictions mean for your campaigns:

  • You won’t be able to use flagged custom conversions when creating new campaigns.
  • If you have an active campaign using flagged custom conversions, you should either create a new campaign or duplicate your campaign and use a non-impacted custom conversion to avoid performance and optimization issues.

For API developers:

  • Beginning September 2, 2025, the field is_unavailable will return true to signal if your custom conversions have been flagged.

More information on this update and how to resolve flagged custom conversions can be found here.

Optimize ads delivery based on online and offline conversion events that you define. Track activity without adding new events Meta Pixel. Custom conversions objects are associated with an Ad Account. Use them to describe events you want to measure and events you want to track to optimize ads delivery.

Specify actions that are different from the nine standard events. See also Meta Pixel, Conversion Tracking with Meta Pixel and Promoted Object.

You need standard API access for this endpoint. See Marketing API, Access Levels.

For example, define a PURCHASE conversion as an event occuring when someone visits certain pages such as thankyou.html or confirmation.html: 

curl \
-F 'name=URL based Custom Conversion' \
-F 'event_source_id=<FB_PIXEL_ID>' \
-F 'rule={"or":[{"url":{"i_contains": "thankyou.html"}},{"url":{"i_contains":"confirmation.html"}}]}' \
-F 'custom_event_type=PURCHASE' \
-F 'access_token=<ACCESS_TOKEN>' \
'https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customconversions'

In this example, events occur if someone visits those two .html pages, case-insensitive of the page name and extention.

Limitations

Note that the maximum number of custom conversions you can have per ad account is 100.

If you use the Ads Insights API to get metrics on custom conversions, be aware of these limitations:

  • Getting product ID breakdowns are not supported.
  • Getting unique action counts are not supported.

Lettura

Custom conversions on Facebook allows you to optimize and track actions without having to add anything to your Facebook pixel base code. They also allow you to optimize for and track actions that are different from the 9 standard events that come with the Facebook pixel.

List of custom conversions for an account: 

curl -G \
-d 'fields=["pixel","rule","custom_event_type"]' \
-d "access_token=<ACCESS_TOKEN>" \
https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customconversions

Flagged custom conversions

If a custom conversion is flagged, the is_unavailable field will be set to true. 
{
  "is_unavailable": true,
  "id": "30141209892193360"
}

Attempting to modify the flagged custom conversion will result in an error: 

{
  "error": {
    "message": "Your custom audience is currently blocked",
    "code": 2700000,
    "error_subcode": 2460004,
    "error_user_title": "Your custom conversion is currently blocked",
    "error_user_msg": "This custom conversion is blocked because it may contain information (e.g., health, financial) not allowed under Meta’s terms. Visit the events manager to appeal this decision, edit your custom conversion and remove prohibited  information, or choose a different custom conversion.",
  },
}
To resolve flagged custom conversions
If any of your custom conversions are flagged for suggesting information that is not allowed under our terms, you may want to consider the following options:

To resolve a flagged custom conversion in a new campaign creation:
  • Create new custom conversion: Use a new custom conversion and make sure that it does not include information that is not allowed under our terms.
  • Choose a different custom conversion: Select a different existing custom conversion and make sure it does not include information that is not allowed under our terms
To resolve a flagged custom conversion in an existing campaign:
  • Duplicate your campaign and select an existing custom conversion: If you have a running campaign that is flagged due to a flagged custom conversion, consider duplicating the campaign and selecting a different custom conversion that is not flagged before publishing the new duplicated campaign. Note: Once the campaign is published, you cannot remove or select a different custom conversion.
Request a review
If you believe your custom conversion has been flagged in error and doesn't include non-permitted information, you can request a review via Ads Manager under the campaigns table, or in Events Manager under the custom conversions page.

Parametri

Questo endpoint non dispone di parametri.

Campi

CampoDescrizione
id
numeric string

ID of the custom conversion

account_id
string

Ad Account ID assoicated to this custom conversion

business
Business

Business that owns the custom conversion

creation_time
datetime

Time at which the conversion was created

custom_event_type
enum {ADD_PAYMENT_INFO, ADD_TO_CART, ADD_TO_WISHLIST, COMPLETE_REGISTRATION, CONTENT_VIEW, INITIATED_CHECKOUT, LEAD, PURCHASE, SEARCH, CONTACT, CUSTOMIZE_PRODUCT, DONATE, FIND_LOCATION, SCHEDULE, START_TRIAL, SUBMIT_APPLICATION, SUBSCRIBE, LISTING_INTERACTION, FACEBOOK_SELECTED, OTHER}

The type of the conversion event, e.g. PURCHASE

data_sources
list<ExternalEventSource>

Event sources of the custom conversion

default_conversion_value
integer

When conversion is URL based, the default conversion value associated to each conversion

description
string

Description of the custom conversion

event_source_type
enum

Event source type of the custom conversion, e.g. pixel, app, etc.

first_fired_time
datetime

Time at which the pixel was first fired

is_archived
bool

Whether this conversion is archived. Archived conversions are no longer tracked in the system

is_unavailable
bool

Whether this conversion is unavailable

last_fired_time
datetime

Time at which the pixel was last fired

name
string

Name of the custom conversion

pixel
AdsPixel

The pixel that will send events

retention_days
unsigned int32

Retention period for advanced rule

rule
string

Rule of the custom conversion

Segmenti

SegmentoDescrizione
stats
Edge<CustomConversionStatsResult>

Stats data for this conversion

Error Codes

ErroreDescrizione
100Invalid parameter

Creazione

When you create a custom conversion, provide rule with these operators and data:

Name Description

Operators

The type of filter.

i_contains

Contains substring (case insensitive)

i_not_contains

Does not contain substring (case insensitive)

contains

Contains substring (case sensitive)

not_contains

Does not contain substring (case sensitive)

eq

Equal to (case sensitive)

neq

Not equal to (case sensitive)

lt

Less than (numeric fields only)

lte

Less than or equal to (numeric fields only)

gt

Greater than (numeric fields only)

gte

Greater than or equal to (numeric fields only)

regex_match

Matches a regular expression (eg: "example\.com.*purchase$"). The full PCRE grammar is supported

Data

The data being filtered.

url

The full escaped URL of the site visited

event

The name of the pixel event fired from your website. Example: Purchase

Examples

Defines a high-value PURCHASE when someone triggers the Purchase standard event and purchase value is greater than 100: 

curl \
-F 'name=High value Purchase Custom Conversion' \
-F 'event_source_id=<FB_PIXEL_ID>' \
-F 'rule={"and":[{"event":{"eq": "Purchase"}},{"value":{"gt":100}}]}' \
-F 'custom_event_type=PURCHASE' \
-F 'access_token=<ACCESS_TOKEN>' \
'https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customconversions'

Define a custom event then build a custom conversion for it. Specify a PURCHASE conversion that to track when a user-defined, item-sold custom event occurs. Track when someone purchases an item in a certain color.

Step 1: Define item-sold custom event in Facebook pixel on your website: 

fbq('trackCustom', 'item-sold', {
   color: 'black',
   value: 1.00,
   currency: 'USD'
});

Step 2: Provide a PURCHASE conversion for the item-sold custom event for a given color by specifying it as a custom parameter: 

curl \
-F 'name=Item Sold Custom Conversion' \
-F 'event_source_id=<FB_PIXEL_ID>' \
-F 'rule={"and":[{"event":{"eq": "item-sold"}},{"color":{"i_contains":"black"}}]}' \
-F 'custom_event_type=PURCHASE' \
-F 'access_token=<ACCESS_TOKEN>' \
'https://graph.facebook.com/<API_VERSION>/act_<AD_ACCOUNT_ID>/customconversions'

You can make a POST request to claim_custom_conversions edge from the following paths:
When posting to this edge, a CustomConversion will be created.

Parametri

ParametroDescrizione
custom_conversion_id
numeric string

Custom conversion ID the business claims.

Obbligatorio

Tipo di ricavo

Struct {
success: bool,
}

Error Codes

ErroreDescrizione
100Invalid parameter
You can make a POST request to customconversions edge from the following paths:
When posting to this edge, a CustomConversion will be created.

Parametri

ParametroDescrizione
action_source_type
enum {app, chat, email, other, phone_call, physical_store, system_generated, website, business_messaging}

Action source type the custom conversion is created from.

advanced_rule
string

Advanced ruleset for the custom conversion being created allowing multiple sources.

custom_event_type
enum {ADD_PAYMENT_INFO, ADD_TO_CART, ADD_TO_WISHLIST, COMPLETE_REGISTRATION, CONTENT_VIEW, INITIATED_CHECKOUT, LEAD, PURCHASE, SEARCH, CONTACT, CUSTOMIZE_PRODUCT, DONATE, FIND_LOCATION, SCHEDULE, START_TRIAL, SUBMIT_APPLICATION, SUBSCRIBE, LISTING_INTERACTION, FACEBOOK_SELECTED, OTHER}

The custom event type of the conversion being created.

default_conversion_value
float
Valore predefinito: 0

The default conversion value of the conversion being created.

description
string

The description of the conversion being created.

event_source_id
numeric string or integer

Event source ID, where event sources are a Pixel, offline event sets and so on. Aggregate custom conversion data from these sources.

name
string

The name of the conversion being created.

Obbligatorio
rule
string

Only count an event as a custom conversion if it fulfills this rule.

Tipo di ricavo

This endpoint supports read-after-write and will read the node represented by id in the return type.
Struct {
id: numeric string,
is_custom_event_type_predicted: numeric string,
}

Error Codes

ErroreDescrizione
200Permissions error
100Invalid parameter

Aggiornamento

Puoi aggiornare a CustomConversion effettuando una richiesta POST a /{custom_conversion_id}.

Parametri

ParametroDescrizione
default_conversion_value
float

The default conversion value of the conversion being created

description
string

Description of the custom conversion

name
string

Name of the custom conversion

Tipo di ricavo

Questo endopoint supporta read-after-write e leggerà il nodo in cui hai effettuato una richiesta POST.
Struct {
success: bool,
}

Error Codes

ErroreDescrizione
100Invalid parameter

Eliminazione

You can delete a CustomConversion by making a DELETE request to /{custom_conversion_id}.

Parametri

Questo endpoint non dispone di parametri.

Tipo di ricavo

Struct {
success: bool,
}

Error Codes

ErroreDescrizione
200Permissions error
100Invalid parameter