Last Updated / Reviewed: Feb 1st, 2022

Execution Time: 15-30 minutes

Goal: To have all your conversions set up and sending the conversions data to the Facebook ad platform. 

Ideal Outcome: The conversions are properly set up and you are now able to use them inside your Ad campaigns. 

Prerequisites or requirements: To follow this SOP to add Standard Events, you need: 

• Google Tag Manager installed on your site. If you haven’t done so already, you can follow SOP 004 if you’re using WordPress, SOP 065 if you’re using Shopify, or SOP 066 if you’re using Squarespace.
• You should have created a Business Manager account for your site (you can follow SOP 010 to do that). 
• You also need to have the Facebook pixel on your website, If you don’t have it yet, you can follow: SOP 005.
• Finally, you’ll need to have verified your domain inside Facebook Business Manager (you can follow SOP 97 to do that).

Why this is important: When you finish this SOP, you should then be able to see how many conversions and how much revenue each ad is bringing you, allowing you to start optimizing your campaigns for the best results.
Where this is done: In your Google Tag Manager account and Facebook Ads platform.
When this is done: Every time there is a new conversion that needs to be measured.
Who does this: The person responsible for IT, analytics, or paid advertising.