• Initial setup and how to change it. Facebook will initially configure the conversion events that are most relevant to your business, based on your activity. All other events will be inactive for the purpose of campaign optimization. You can edit the selection of your conversion event in the Facebook Event Manager. We recommend that you identify the 8 most important conversion events for essential business results and assess whether you need to make changes to your campaign or measurement strategy. You can organize your 8 conversion events in order of priority in the Event Manager. Please note that, as only the highest priority event will be sent whenever a customer performs several actions during a conversion period, all other events can report lower than expected numbers, even if they are within 8. These events can still happen, but may not be reflected in the Event Manager reports. Learn more about the priority of events.

When you create your ad set, you’ll choose just one of 8 conversion events for optimization. You’ll need to consider whether you need to optimize for higher funnel goals like landing page views and clicks the link. For example, if you are unable to verify your domains or use more than 8 conversion events per domain for optimization, or reports, you should consider optimizing top funnels, such as landing page views. Landing page views are not subject to the limitation of 8 conversion events per domain.