How to track registrations separately for each event using Facebook Pixel custom conversions -- for race directors running their own ads on Meta.
Who this is for:
You're running Facebook or Instagram ads for more than one event and want to see which campaigns are driving registrations -- per event, not just in total. If you've only got one active event, skip this. Standard Purchase event tracking already covers you.
What you'll need:
- A Facebook Pixel already connected to UltraSignup
- At least one Purchase event recorded -- meaning someone has registered since you connected the pixel
- Your UltraSignup event ID for each event you want to track separately
How it works:
One pixel covers all your events. That works fine if you just want total registration numbers. But if you're running separate campaigns per event and want to know which one is actually converting, you need custom conversions. They split your Purchase data by event inside Meta Events Manager.
Steps:
1. Confirm your pixel is receiving data
Open Meta Events Manager and check that Purchase events are showing activity. If you're seeing zero and you know registrations have happened, fix the pixel connection before going further.
2. Add a new event
Click Add Events → Build Your Own.
3. Select Custom Conversion
Choose Custom Conversion on the next screen.
4. Set up the conversion rule
Fill in these fields:
- Name -- the event name and year works well (e.g., "Dirt Circus - Chicago 2026")
- Event -- select Purchase
- Rule -- set it up like this:
| Parameter | Operator | Value |
|---|---|---|
| Event Parameters > content_ids | contains | your unique event ID |
Your event ID is in your UltraSignup event URL. Not sure where to find it? [See this article.]
5. Save and repeat
Save it. Repeat for each event you want to track.
After setup:
Your custom conversions show up as goals when you're building campaigns in Meta. You can now optimize per event and measure actual registrations -- not just clicks.
Related articles
- How to connect your Facebook Pixel to UltraSignup
- Finding your UltraSignup event ID
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