Meta standard events

The Meta events you can map your site's events to, and which one to pick for each kind of conversion.

1 min read Updated 8 Oct 2026

Meta's ads optimise best for its standard events. These are the ones you can choose in a mapping.

Meta event	Use it for
PageView	Every page load. Sent by the tracker on its own.
ViewContent	A key page, like a service or product page.
Lead	A form that gives you a way to contact the person: enquiry, callback, consultation request.
Contact	A call, email or chat started from the site.
Schedule	An appointment booked.
SubmitApplication	An application sent, like a patient registration or a job application.
CompleteRegistration	An account created or a sign-up completed.
Subscribe	A paid subscription started.
StartTrial	A free trial started.
Search	A search on the site.
FindLocation	Someone looked up your address or a branch.
AddToCart	An item added to a basket.
AddToWishlist	An item saved for later.
InitiateCheckout	Checkout started.
AddPaymentInfo	Payment details entered.
Purchase	A completed purchase, with a value and currency.

Choosing well

Use one event per goal. If your campaign optimises for booked appointments, map the booking to Schedule or Lead, and do not map other forms to the same event.
Send a value with purchases. Meta needs value and currency on Purchase to report return on ad spend.
Pick the event Meta already knows. If your campaigns optimised for Lead before you moved to Pixel Relay, keep sending Lead.

Still stuck?

Tell us what you are trying to do and we will help you set it up.