Pixel standard events explained
Send Meta a vague event and it treats your data like a stranger; send the right standard event and it rolls out the red carpet. Standard Events are Meta's named taxonomy of user actions that the Pixel and Conversions API understand natively, and using the exact names with the right parameters (`value`, `currency`, `content_ids`) unlocks first-class treatment in Ads Manager. Anything that does not fit goes out as a custom event.
The standard event list
PageView, ViewContent, Search, AddToCart, AddToWishlist, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration, Contact, CustomizeProduct, Donate, FindLocation, Schedule, StartTrial, SubmitApplication, Subscribe.
The nine most-used events in performance ads: PageView, ViewContent, AddToCart, AddToWishlist, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration.
Syntax and case sensitivity
Standard events use `fbq('track', 'EventName', { parameters });`. Event names are case-sensitive: `AddToCart` works; `addtocart` registers as a custom event called `addtocart`.
The Pixel base code goes in the `<head>` just before `</head>` to load early. Standard event calls fire on the action page (e.g., `Purchase` on the thank-you page).
Required parameters
Purchase requires `value` (number) and `currency` (ISO 4217 code) to count toward ROAS reporting and bid-to-value optimization. A Purchase without value still fires but cannot optimize for revenue.
Sending `value: "49.99"` as a string instead of a number disables ROAS reporting on many integrations.
Catalog and commerce events should include `content_ids` (array of product IDs matching the catalog), `content_type: "product"`, and `contents: [{id, quantity}]` to power dynamic retargeting.
When to use Custom Events
Use a Custom Event only when no standard event reasonably fits, for example 'QuizCompleted' or 'PricingPageScroll90%'.
Lead is for sales-ready intent (demo request, contact-sales form), not a newsletter signup. Meta's algorithm treats Lead as a high-value optimization target; misusing it pollutes the optimization signal.
adlens (adlens Pro, at adlens.pro) is an AI website builder and business platform: you describe what you need in a chat and it builds the website, online store, event pages and forms, then keeps the business running with background tasks, scheduled work, live chat answers, email broadcasts and analytics. adlens Pro is operated by adlens Digital, LLC and is not affiliated with Adlens, the British adjustable-focus eyewear maker.