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Shopify custom conversion event optimization using Conversions API



If you are a Shopify marketer who still optimizes their Meta ad campaigns using standard conversion events with default Conversions API, the chances of your revenue growing are slim to none. 

If you keep doing what you’ve always done, you’ll keep getting what you’ve always got. — Henry Ford

Now, what can you do differently to make more money and truly succeed? 


We have come up with a new strategy for you – the synthetic event optimization, also known as custom conversion event optimization. With this strategy, you can optimize Meta ad campaigns for your Shopify store with a robust CAPI connection and lift your business to a higher level. 

But first, what is custom conversion event optimization?

Custom conversion optimization is nothing but the process of optimizing your Meta ad campaigns with unique actions that are valuable to your business, such as high AOV purchases, specific product category purchases, etc. 

These actions might not be a part of Meta’s default conversion events, so you have to create these synthetic events and choose to optimize for those custom conversions while setting up your ad campaigns. If you do so, Meta’s ad delivery system will use the data from the custom conversion events to target the right individuals who are highly likely to complete that specified action.   

Why do you need to optimize your ad campaigns with custom conversion events?

The core reason for optimizing Meta ad campaigns with custom conversion events is to enhance cost-effectiveness by focusing the ad spend on people who are more likely to convert based on billions of signals that Meta has. 

Now, let me elaborate on how that plays out.

Typically, Meta works by absorbing all the conversion data fed by marketers and training its ad algorithm based on the given data. So, if you follow the conventional practice and send only the standard events to Meta, it will train the ad algorithm to optimize just for the standard events. This will bring you the regular results you’ve always been getting in your Meta ad campaigns.

On the other hand, if you create custom conversion events based on your business requirements and send them to Meta, it will train the ad algorithm and optimize your ad campaigns as per that particular data. This way, you can target customers who are highly likely to take the intended action and therefore bring out more revenue to your business. 

But, can Shopify marketers leverage such a breakthrough strategy? 

Shopify CAPI is limiting you from the benefits of custom conversion event optimization

The default Shopify CAPI allows you to send only the standard events as conversion events to Meta. Meaning, you don’t get to enjoy the advantages of synthetic event optimization in the ad campaigns for your Shopify store. 

The bright side here is that Meta gives marketers the liberty to optimize for synthetic events based on their business goals. 

But, how will you create such synthetic events for optimization? 

Here’s where CustomerLabs plays its tiny, yet critical role.

Beat the Shopify CAPI limitations using CustomerLabs

Using CustomerLabs you can create synthetic events as per your marketing goals and send them to Meta. This is the best & easiest way to better optimize your Meta ad campaigns and get high-value conversions.

The best marketing strategies for you to leverage synthetic event optimization

If you are wondering what kinds of synthetic events you can optimize for, in Meta ad campaigns for your Shopify store, let me expand on two custom conversion event strategies that are proven to be helpful for marketers.

Optimize for products of specific category

Let’s say you are running an ad campaign for watches and send the conversion data of Rolex watches and Quartz watches together to Meta as a purchase event in general. Also, let’s assume that the purchase event sent to Meta has more conversion events for Quartz and fewer conversion events for Rolex. 

Now, Meta will optimize the ad campaigns for purchase events and sadly it has more Quartz watch purchases, so you will end up getting more purchases of Quartz watches and hardly any purchases of Rolex. No marketer would desire to get more conversions of cheaper products and very less purchases of costly products especially when they are spending money on ads. 

So, here all you gotta do is create custom conversion events for the Rolex watches and Quartz watches separately with the help of CustomerLabs and send the data to Meta as two separate conversion events. 

Here, the ad campaign for the Quartz watch is optimized with the custom conversion event of Quartz purchases alone, and similarly, the ad campaign for the Rolex watch is optimized with the custom conversion event of just Rolex purchases. This action lets Meta optimize the ad campaigns for more purchases of Rolex and Quartz watches leading to an increase in conversions for both Quartz and Rolex watches. 

Optimize for High-AOV purchase events

It’s a dream for every Shopify marketer to get high-AOV (average order value) purchases and that can be turned true now with the custom conversion event optimization. 

To achieve that, first of all, you should be able to tell apart which are all the high-AOV and low-AOV purchases. So, use quantile analysis to identify which are all high-AOV and middle-AOV purchases.

Now, you can create a custom conversion event using the high-AOV purchases with the help of CustomerLabs and sync it with Meta to optimize your ad campaigns for more high-AOV purchases. This simple act will help you get more than ever high-AOV purchases from Meta ad campaigns for your Shopify stores.   

Combination of both

To sweeten the deal of custom conversion event optimization you can even combine two strategies for better optimization of the ad campaigns for your Shopify stores. 

One instance is where you can combine the above two methods by optimizing your ad campaigns for high-AOV purchases of particular products. For example, you can create two synthetic events – one should be all Quartz watch purchases with high AOV and the other should be all Rolex watch purchases with high AOV. And, send these synthetic events to Meta to optimize your ad campaigns for more high-AOV purchases of Quartz and more high-AOV purchases of Rolex.


Shopify marketers are restricted by the default CAPI because it only allows standard conversion events for optimizing their ad campaigns. To rise above this limitation, you can use CustomerLabs which helps by enabling custom conversion event optimization to significantly enhance your Meta ad campaigns and increase revenue.

Meta’s algorithm offers more than you can imagine. Leverage the full potential of Meta’s CAPI by training its ad algorithm with custom conversion event data and optimizing ad campaigns according to your business needs. To top it off, you can even try and experiment with different marketing strategies by using custom conversion event optimization and see what works best for your business.

CTA for Optimize for custom conversion events by setting up Conversions API with CustomerLabs <Talk to us>

Frequently Asked Questions

Custom conversion event tracking means tracking those events apart from the standard events. Page view, add to cart, purchase, etc., are some of the standard events. Custom conversion events for your Shopify store can be - purchase events of a specific product, or purchases above a certain AOV, etc. Tracking these custom conversion events and syncing them with Meta Ads is custom conversion tracking for your Shopify store in Meta.
Custom conversion event optimization aids the performance marketers to optimize their ad campaigns for any custom event of their choice such as optimizing for more high AOV purchases or more purchases of a certain product. It helps achieve those conversions which are valuable for your business.
Custom events are all those actions a user takes apart from the standard events. Whereas a custom conversion is a custom event that is valuable to a business and can be considered a conversion to optimize the ad campaign for that event.
There are multiple ways to set up Meta Conversions API for your Shopify store, including the default CAPI connection. However, the best and easiest way to set up a robust CAPI connection is to choose CustomerLabs. It not only helps set up Conversions API in Meta but also syncs the tracked event data with any other ad platforms, in addition to helping you track any custom conversion events.
When sending your Shopify store event data to Meta Ads through Conversions API, Meta shows you the EMQ score. Check the events manager for EMQ score, and the number of events sent from the browser & server. You can also check the parameters that are sent to Meta through CAPI, and how much it is able to match. Events manager also allows you to check the recency of the data received. If the data is sent at least hourly, with a higher event match quality score, you can be sure that your Conversions API connection is robust and working right.

A vivid writer. Expert in spinning mundane tech content into juicy stories that marketers can sink their teeth into. Recently obsessed with SaaS, product marketing, eCommerce, and everything in between.

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