Video summary
The video provides a comprehensive guide on setting up Facebook Custom Conversions for 2025, emphasizing the critical difference between simply running ads or boosting posts versus optimizing campaigns for specific business goals. The main argument presented is that without configuring custom conversions, advertisers are essentially burning money because they fail to tell Facebook exactly what action constitutes a successful result, whether it be an opt-in form submission, a purchase on a Shopify store, or a phone call. To begin this process, the tutorial stresses the importance of having a properly configured Business Manager and ensuring that your website has both a landing page for initial traffic and a distinct thank you or confirmation page where the conversion actually occurs. This distinction is vital because Facebook needs to track the final destination after a user clicks through an ad, not just the intermediate pages they visit along the way.
The step-by-step walkthrough demonstrates how to navigate within Business Manager to create these custom conversions by first naming them clearly and selecting the appropriate event type that matches your business objective, such as completing a registration or making a purchase. A crucial technical detail highlighted in the video is the recent update requiring users to manually assign assets within Business Settings; specifically, one must go into Data Sources under Custom Conversions, check the box to tie the conversion to their ad account, and add it before it can be utilized in campaigns. The presenter notes that after creating a new custom conversion with its unique URL link, there may be a short delay while Facebook reads the data source, causing the status to change from inactive to active within a few minutes of refreshing the page or completing the asset assignment step.
Once the custom conversion is set up and confirmed as active in Business Manager, the video explains how to integrate it into an actual ad campaign by selecting "Manual Lead Campaign" during creation. In this phase, users must navigate to the Ad Set level where they choose their optimization goal, such as maximizing conversions, and then select your specific data source from a dropdown menu that now includes your newly created custom conversion event like "Barry's Leads." It is important to distinguish between the two primary links involved in this process: the first link at the Ad Set level defines the ultimate destination or conversion event (the thank you page), while the second link at the Ad Level corresponds to the initial landing page where users click the learn more button. By correctly configuring both levels, advertisers ensure that Facebook optimizes delivery toward people most likely to reach their specific final goal rather than just clicking an ad and leaving immediately.
The conclusion of the tutorial reinforces that this structured approach transforms vague advertising efforts into targeted lead generation or sales campaigns by giving Facebook precise instructions on what success looks like for each client's unique business model. Whether you are selling physical products online, capturing real estate leads, or generating phone calls, setting up these custom events allows you to move beyond generic boosting strategies and achieve measurable results. The video ends with confidence that once the asset is connected in Business Settings and the conversion event appears active in your Ads Manager dropdowns, advertisers will be fully equipped to drive high-quality traffic efficiently without wasting budget on unoptimized placements or irrelevant clicks.
Read the full video transcript
what is up everybody welcome back to the
channel you guys in today's video I'm
going to be showing my buddy Danny my
client shout out to my boy Danny out
there in Miami building a financial
services business taking his business
onto social media and freaking crushing
it with Facebook ad leads today I'm
going to be showing you how to set up a
custom conversion now a custom
conversion is for those of you that are
trying to drive leads or cells through
your Facebook or and Instagram
advertising you got to let Facebook know
about a particular link and that's your
thank you page you got let Facebook know
where is the final destination that
you're actually trying to take people to
is it just the ad are you trying to get
people to just just to see your ad on on
the platform are you trying to get
people to click on the ad because that's
a completely different thing or are you
trying to get people to opt in from that
ad these are very specific objectives
within the Facebook ad platform you guys
and you want to set up your custom
conversion to let people know or to let
Facebook know that you're trying to get
people to opt in so it's either an optin
or a sell you want to make sure you set
this set set up your custom conversion
and that's going to be based on your
thank you page so I'm going to be
walking Danny through share your screen
Danny I'm going be walking him through
how to do that and so for all of you
guys out there that are trying to
capture lead and you're wondering you're
trying to run a Facebook ad and you're
like holy David I can't even run I
can't even capture a lead I'm putting
out these ads I'm boosting post but no
one's opting in this is why you guys
because most likely you've never set up
your custom conversion so to do that
make sure you set up your business
manager first you guys um I'll have a
link in the description on how to set up
your Facebook business manager in 2025
make sure you set all that up first and
then you can come back here and access
the custom conversion setting so from
here Danny all we're going to do is
let's go to your business manager folder
and let's go to custom conversion and
this folder you guys in the business in
in your yeah as I'm taking it Taking You
Through the Facebook business manager
setup I teach you how to set up these
seven bookmarks which makes it super
easy for us to just go straight in and
and click on what we need to click on
which is which is the custom conversion
okay so so make sure you watch my
Facebook ads manager set up first you
guys or or all this is going to seem
like a like a foreign language to you so
from here now we got we got our custom
conversion so all we're going to do now
is grab our link for your for your thank
you page which you should already have
um copied and we're going to just click
on that blue button so create custom
conver
and so from here we're going to name it
and and what I do is I'll name it
exactly what I named the custom audience
which was Barry's leads right that's
what we named the custom audience so we
could just name the name the custom
conversion same
thing and then capital capital protect
pixel that's the that's the name of the
pixel that's the data source the action
Source the website we leave it on that
and then the event the URL traffic we're
even going to leave it on that go and
click on that drop down down click on
the event yeah it's just that one and
then click on the action Source the top
on the website I think it's just that as
well yeah perfect so website perfect and
then select your own category let's
click on that one and we're going to
create we're going to select the
category down below blue select your own
category and you're going to hit the
recommended hit that drop down and these
are all the different sources you guys
these are all the different custom
conversions when someone um adds to cart
when someone completes a registration
when someone freaking um contacts you
they click on the button and you're
trying to get them to to to to make a
phone call you're trying to you're
trying to generate phone calls you're
trying to get people to find a location
these are all action steps within the
Facebook ad platform so as you're
setting up your ad you can optimize and
tell Facebook exactly what you're trying
to do and this is what you don't get
when you're just boosting a post I spoke
to many many small business owners
thousands of real estate agents that
will say David yeah I ran a Facebook ad
yeah David I boosted a post you that's
exactly like burning money you don't
ever want to do any of that because when
you're boosting a post or when you're
just simply running an ad from your ad
manager and not your business manager
you you don't get access to any of this
so you're just running an ad and you're
not being specific with it and that's
why most don't capture leads because
they've never set this part up so here
what are we shooting for are we shooting
for a subscriber are we shooting for
someone to schedule an appointment are
we are we shooting for a purchase or are
we shooting for a lead shooting for a
lead right so click on that one and then
we're going to Simply paste in our thank
you page link right there so again two
pages you guys you should have a landing
page and you should have a thank you
page this is the link to the thank you
page so as we're running ads hit create
we're simply telling Facebook that this
is the page that we're ultimately trying
to get people too okay as you run the ad
yes they have to click on it yes they
have to go to the landing page for sure
but the but the ultimate destination on
you're on where you're trying to take
that lead to is the conversion is the
thank you page okay so click on
done and and so those of you that are
that are and goad and open up another
tab refresh that page or paste in that
link those of you that are selling
products online so you have a Shopify
store right refresh the actual link so
maybe go to are any of those Links at
the top to the right check email is that
is that Barry's thank you page
link yeah yeah refresh yeah refresh this
page so so this C this this applies for
for again you guys anyone that's trying
to capture lead or make a sell you could
be on the internet selling hats right
you're on the internet selling hats I go
to your Shopify store I look at the red
one the blue one the green one and the
purple one I click on the red one I
freaking put in my credit card
information I I click on purchase now I
then land on your confirmation page hey
thank you for ordering the red and black
hat your order is being shipped and
prepared now please expect expect five
to seven days check your email for the
receipt blah blah blah that is a
confirmation page that you'll get on any
damn website when you're on the
internet purchasing something or simply
opting in to do something right there's
always that second page that
confirmation page so again if you're
running ads and you're trying to get
people to buy physical products on your
Shopify store all you want to do is get
your confirmation page so whatever that
confirmation page may be and it's going
to be a different confirmation page for
every product so if you do have hats
you're going to have a confirmation page
for your red and black one you're going
to have a confirmation page for your
purple one right so every link is very
very specific so in this case this is
the actual link that is the that that
that and there's only one Link in this
case and so that's going to be where
we're telling Facebook Hey man yes when
people see our ad they click learn more
yes they go to the landing page but
we're ultimately trying to get them to
land there that's our custom conversion
so if you go back to the events manager
um normally this takes a few minutes
sometimes it happens right away but
refresh this page that inactive will
eventually go to active um because all
we did is we refreshed the page so now
Facebook read it for the first time yeah
it's just going to take a few minutes
but but as you refreshed the page
Facebook read that link for the first
time well actually not even the first
time the second time really um and So
eventually that inactive you'll see that
go active and so when you actually go
and set up your ad you guys as you're
going into the ads manager and you're
you're creating your ad and in fact it
should it should be there so let me show
you let me show you this part real quick
go to go to the bookmarks go to your ads
manager we should still see that berries
lead so so the conversion the custom
conversion name is berri's leads it's
not active just yet nor does it even
really matter but I always try to get it
no go to ads manager I always try to get
it active before I even set up the ad
but I don't I don't even think it
matters because it's it's it's there and
once traffic starts to get there then
then for sure it's active um so this
Barry seminar video two video two what
what is that oh actually that's an old
these are old ones yeah so now so look
as we click create so you guys as we go
and we set up a new ad here's where
you're going to see that that conversion
we're going to go leads because we're
driving leads we hit
continue and then as we get here we'll
go manual lead campaign we'll hit
continue
and then now as we go through the first
step so this is you don't have to name
anything um and you are in the category
right what are you in the financial
category do you ever choose categories
here or no I don't know okay cool so you
don't have to okay so click on
next if you're in the housing category
or credit card category then yeah you
would hit that drop down so right here
you guys on the ad set level the
conversion location we're going to go
website and then as you go website
you'll see the custom conversion that
you just set up so scroll down and then
right here maximize number of
conversions the data set choose the data
set so so hit that drop down on the data
set it's going to be that data set and
then right below you'll see the custom
conversion event hit that drop down and
as you scroll through we should see the
berry
one okay so it's not it's not yeah so
it's not so I guess it has to show it
has to show active refresh this
page yeah that's fine it'll be active in
the next few minutes
normally it's still there but it but it
actually says not active yet but I guess
it's not even it's not even showing
there that's fine it it'll it'll be
there eventually so do do the same thing
data
set actually you know what I think I
think there might be one thing we need
to do hit conversion event let's see if
it's
there come
down there actually might be one new
Step that I think Facebook okay yeah I'm
glad I'm glad I'm glad this is happening
go to your business settings go to your
business settings real quick so
um yeah so close go to business settings
so we just set up a new custom
conversion let's go business settings so
all
tools let me double check something
really quick business
settings to the right to the right up to
the right business
settings Okay cool so now scroll down
down on the left hand side and let's
come down to come down to come down to
data sources hit data sources come down
to custom
conversions perfect Okay cool so now go
and assign actually assign assign assets
assign
assets okay perfect so this this is so
I'm glad this happened this is like this
is this is an update within Facebook and
and I'm glad I'm glad this happened so
the custom conversion has to be tied to
the to the ad account so check that
box and then click on
ADD perfect okay cool done and let's see
and go to and so now go and click on
connected assets right in the middle
connected
assets okay perfect so there's the add
account okay great so now go back to the
actual page the the thank you page the
actual live thank you page up there to
the right checking I think it's out
refresh this page and let's see if it
happens right away if it's still going
to take a few minutes but that part
right there was required I'm glad I'm
glad we did that and now just go back to
ads manager go back to your um go back
to your bookmarks go to custom
conversions and this that had to been
done for sure but if it still oh perfect
so so so one active right away so now if
you go back well actually I think you
closed out that well let's just go back
just for the hell of it anyways just
just um yeah go to that as manager
refresh this
page and then just cuz I I'm pretty sure
that that ad is still it's still there
it just it's just in draft yeah it's in
draft okay cool and then we'll just
delete it on once we're done here
anyways but but go and check the box to
the left check the box to the left and
then click on the adset tab so in the
middle adsets and so now as that ad as
that con as that custom conversion is
now active and we and we connected the
ad account to it in the business
settings now as we click on edit now
you'll see it in the drop down so again
here in the adset level you guys you're
telling Facebook about the destination
yeah click on the data set and then the
custom conversion you'll see berri's
leads okay and so here in the outset
level is where you're telling Facebook
about the thank you page about the
conversion event about the ultimate
destination so if you're trying to get
me to buy the red and black hat the
confirmation page is that the custom the
the conversion event your your
conversion would have been would have
been red black and red hat purchase
right that's what you could have easily
named your freaking your custom
conversion your confirmation page of
your thank you page and so here is where
you tell them about that if you're
trying to drive sales or capture leads
and then on the next step you guys the
ad level that's where you would put the
link for the learn more button okay so
as you see ads in Instagram as you see
ads on in the Facebook Newsfeed and you
see learn more as people click it's the
next step the ad level which is where
you put the link for the learn more
button okay so there's two very
important links when you're driving
traffic to a when you're trying to drive
leads or drive sales link one is this
custom conversion in the adset and then
link two is your is your actual landing
page and that's done at the ad level
which is your third and final step so
you're ready to go bro you're ready to
go you got your audience set up you got
your custom conversion set up and it's
it's ready to just drive traffic man so
any questions on that whatsoever Noe
awesome