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About Facebook Ads custom conversions

Facebook Ads custom conversions allow you to define custom parameters for events that you’re tracking on the web. This includes enabling you to define what Facebook Ads counts as a “conversion.”

Facebook’s Marketing API treats these as actions. Supermetrics includes a custom fields feature to allow for these actions to appear in its reporting as if they were normal fields.


As each custom conversion has its own parameters, there might be instances where Supermetrics and Facebook Ads report their data differently. Below are some of the most common issues this creates, and solutions for them.

Issue 1: The action count doesn’t match activity

If a query tries to check the custom conversions value for “Conversions received” and “Actions” values. However, these values aren’t equal, which can create a discrepancy.

"Conversions received" is the raw number of times that pixel code fired on your site — this could include, for example, users who’ve never seen your Facebook ad. 

To get the right data, compare the conversion data from Supermetrics with the data in the named conversion’s column in Facebook Ad Manager. This table will show the right data.

Issue 2: "Website custom conversions" returns no data

“Website custom conversions” is a separate standard pixel event to “Custom conversions,” despite their similar names. The right field for your custom conversion will show its display name.

This issue can also create discrepancies in data, rather than returning none at all.

Issue 3: Custom conversions aren’t showing in Supermetrics

If this happens in Data Studio, refresh your field list first. See: How do I Refresh Fields/Update a Connector? 

In Google Sheets or Excel, re-authenticate your connection to have it pull the latest data.

Additionally, please note that Supermetrics’ custom field feature has a longer cache time than other fields. This means that it might take some time for changes to appear after you’ve refreshed the field list or re-authenticated.

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