When it comes to running profitable campaigns on Meta (Facebook & Instagram), data is everything. The more accurately you can track user behavior, the smarter Meta’s algorithm becomes at finding your ideal customers. By setting up and optimizing events, you give the algorithm the signals it needs to improve targeting, reduce wasted ad spend, and increase your return on ad spend (ROAS).
But here’s the thing: too many advertisers only track the basics. If you want an edge, you need to go beyond just “Page View” or “Purchase” and start sending the right events at the right time.
Below are 7 Meta events every business should be tracking to unlock better ad performance.
1. View Content
Tracking when users view a specific product or service page gives you insight into intent. It’s one step deeper than a general page view, and it helps you build warm audiences for retargeting.
Why it matters: Retarget people who checked out a product but didn’t add it to cart.
Pro tip: Segment audiences by high-value product views vs. lower-value ones.
2. Add to Cart
This is one of the strongest buying signals. Someone adding to cart is showing serious intent but hasn’t yet converted.
Why it matters: Perfect for retargeting ads like “Complete your purchase” or offering a discount.
Pro tip: Track cart abandoners separately from people who actually checkout to fine-tune your funnel.
3. Initiate Checkout
This event shows when a user has started the checkout process. At this stage, they’re highly interested but may still need a final push.
Why it matters: It helps you identify drop-offs in your checkout flow.
Pro tip: Run retargeting ads with urgency (“Limited stock left”) or trust-builders (reviews, testimonials) to push them over the line.
4. Purchase
The holy grail of events. Tracking purchases is non-negotiable. This is where you can measure ROAS, revenue, and campaign profitability.
Why it matters: Optimizing for purchases trains Meta to find buyers, not just browsers.
Pro tip: Pass through the exact purchase value so Meta can prioritize high-value customers, not just low spenders.
5. Lead
If your business relies on sign-ups, downloads, or demo requests instead of direct purchases, the Lead event is crucial.
Why it matters: Captures interest from users who may convert later.
Pro tip: Pair it with a strong follow-up email or SMS flow to maximize conversions.
6. Subscribe
For subscription-based businesses, this event is gold. It tracks when someone signs up for a paid subscription or recurring service.
Why it matters: Meta can optimize toward recurring revenue rather than one-off purchases.
Pro tip: Differentiate between free trials and paid subscriptions to train Meta more effectively.
7. Custom Events (Micro-Conversions)
Not every important action fits neatly into Meta’s standard events. That’s where custom events come in. These could include:
Time spent on a page (e.g., more than 2 minutes)
Video watched (e.g., 50% or more)
Button clicks (e.g., “Book a Call” or “Download PDF”)
Why it matters: Custom events let you track unique behaviors that signal intent.
Pro tip: Use micro-conversions to build smarter retargeting audiences and nurture cold traffic before pushing for the sale.
Final Thoughts
The advertisers who win on Meta aren’t just the ones with big budgets—they’re the ones who send the best data back to the algorithm. By tracking these 7 events, you’ll give Meta the insights it needs to optimize campaigns, reduce wasted spend, and drive more conversions.
Remember: the quality of your tracking is directly tied to the quality of your results. Set up your events, test, refine, and watch your ad performance improve.
