your guide to understanding custom conversions and seros attribution settings in your ad account if you want to make more educated decision that actually have incremental impact on performance of your ads check this video custom conversions why they are great we create custom conversions for each of the product or category for our clients what's the reason for that we often found out that people click on the ad about product a they go to the product page of that product but actually end up buying another product so we want to make decision based on the performance of that product that's why where custom conversion is a great thing so basically you create it out of the product content ID from your product page and then you go to events manager and then you create a custom conversion where event parameter content ID contains that ID that's great for new product validation so basically if you're a dropshipping store if you have lot of SKS you create the custom conversions for that product and then you can actually track how many people bought that product so here how it looks like we were optimizing for this purchase of Mi but after almost 300 sales we realized that only 100 sales came for that product the other people bought this product B and 20% bought this product SE so how does this look in practice you would go to the product page of any of your stores you go here to pixel helper you expand this view content you find this Content ID you copy it you go to your Advance manager these are all the custom conversion that I created for my funnel but basically you would name this I don't know inside uh purchase then you would go here in this case it's website then in my case like this is a custom website not the Shopify stores but you would click purchase and then you would click event parameter uh content ID contains and you would base this number and you would create now this event would be fired every time someone buys exactly this product so then in your ad account it would look like this you would see okay what how many totals purchases you got and how many people actually bought that product that's like super useful if you want to make decision based on that product especially if you're testing product and you want to decide whether it makes more sense to order a whole batch instead of just the samples that's thing number one that helps you make better decisions thing number two is new customer purchase so for most of the clients we care about new customers you can track that in uh third party tracking software but what is amazing is that you can actually track it in the ads manager so let's say for this Cas for this client that our NC Ross Target is 3. 5 so if I don't have this column I would look at this and I would say hey like I'm getting 3. 6 that's above my target let's scale it but if you actually check here an Ros is 3.
3 so we can see that we are losing what maybe 10% of the total sales which which makes my NC Ros not good enough so you can use tool called converge to actually implement this event in your ad account this event is now fired only when you get a sale from a new customer that have not bought from you before so when you have columns like this you can make decision that are actually incremental to your business because your goal is to acquire new customers the third thing that I want to mention that is super helpful is attribution setting so when you're running on different attribution settings you're telling Facebook hey Facebook I want you to claim the sale that happened with that attribution window so if you put a one day click you would get only sales that someone click on the ad and bought within one day if you pick 7day click one day view you would get the sale attributed to ads manager if someone clicked and bought within 7 days or someone view the ad and bought with one day so it's important to understand the difference between attribution settings smaller attribution setting would always have less results but those results would probably be more incremental because there's no noise from like 7 days or from you so you can see the difference here between 1 day click and 7-Day click I like to calculate my conversion multiplier which is basically number that I get by dividing 7day click 1 day View and one day click in this case it's 1. 63 let's say that my ad account is mostly on 7day click one day View and my target is let's say 2. 5 then I decide to test one day click and I start running on one day click and let's say I get 1.
8 so usually I would say hey but this is pretty bad R this is is below my target but if you actually incorporate this conversion multiplier you would know that 1. 8 would actually turn out to be more than this 2. 55 if you multiply 1.
