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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, it can create a discrepancy as these values aren't equal.

"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 from “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.

To solve this in Google Sheets or Excel, open Supermetrics and select any Facebook Ads query in your report. Navigate to the sidebar, scroll down to the "Options" dropdown for Facebook Ads, and set the Report time of action stats to "On conversion date (Default)".

In Looker Studio, select any chart that uses Facebook Ads, and then click the edit icon next to "Facebook Ads" in the sidebar. Click EDIT and scroll down to "Report time of action stats". Set this to "On conversion date (Default)".

Issue 3: Custom conversions aren’t showing in Supermetrics


Custom events are not supported in our Facebook Ads connector. Custom conversions are supported.

If this happens in Looker Studio (formerly Data Studio), refresh your field list first. Learn how to refresh Supermetrics in Looker Studio.

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.

To check if a conversion is a custom conversion or a custom event, go to the Events Manager in Meta's Business Suite. Hover over the sidebar on the left, and select Custom Conversions.

If you have custom conversions, they will show up on this page. If the Custom Conversions page is empty, you don't have custom conversions but custom events, which are not supported.

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