Custom Conversions: See Which Ads Bring Clients
What Are Custom Conversions?
Custom conversions are rules you set inside Meta Ads Manager to track specific actions on your website or booking page.
👉 Why they matter:
They tell Meta what a "real success" looks like for you (not just clicks).
They allow you to optimise ads for bookings and leads, not vanity metrics.
They make reporting clear: you'll see exactly how many portrait sessions your ads brought.
Step 1. Where to Create Them
Go to Events Manager
Click Custom Conversions → Create Custom Conversion
Choose your Pixel as the data source
Step 2. Define Your Rule
You can build a custom conversion based on:
1. URL Rules
  • Example: "People who visited thank-you.html after booking on TidyCal."
  • This tracks completed bookings.
2. Event + Parameters
  • Example: "Lead event triggered + parameter = session_type: portrait."
  • This way you can separate Portrait vs Couple vs Brand sessions.
Step 3. Name & Categorise
  • Example: "Portrait Booking Completed"
  • Category: Schedule or Lead (depending on what you track).

⚠️ Pitfall: Be specific. Don't just call it "Booking" — create separate ones for different services if possible.
Step 4. Use in Campaigns
When creating a Conversion campaign:
1
Under Conversion Location → Website, select your Pixel
2
In Conversion Event, pick your Custom Conversion (e.g., "Portrait Booking Completed")
3
Meta now optimises delivery to people most likely to complete that exact action
Step 5. Why Photographers Need This
Clarity in results
→ Instead of "100 clicks," you'll see "7 portrait bookings."
Better optimisation
→ Meta shows ads to people more likely to book, not random visitors.
Separate goals
→ You can run one ad set optimised for Portrait sessions and another for Brand clients.
Retargeting
→ Build audiences of "people who started but didn't finish booking."
Boostie's Pro Tips for Photographers
Always create at least one Custom Conversion for "Booking Completed."
If you offer multiple session types → create one for each.
Check reports weekly — stop judging ads by likes/clicks, focus on actual bookings.
Use Custom Conversions as retargeting triggers (ex: "visited booking page but not in conversion audience").
👉 In simple words: Custom Conversions turn your ads from "maybe they saw me" into "I know exactly how many clients booked because of this campaign."
This was just one example of how your ad campaigns and monetization pathway can be structured.
If you’d like help launching clear, effective ads — with the right objectives, safe budgets, and scaling strategies — BOOSTLAB will guide you through every step.