Configuration of Meta Custom Events & Conversions
To Facililate Meta pLTV Measurements
Angler Custom Events
Angler is sending 4
custom events for this pLTV-based measurements.
Custom Event | Custom Conversion | Value Definition |
---|---|---|
Angler Purchase w/LTV | Angler Purchase w/LTV (Conversion) | 90-day* LTV of any order (from new or returning customers), where the LTV = current order value + predicted 90-day repurchase revenue. |
Angler Future LTV | Angler Future LTV (Conversion) | 90-day* predictived repurchase revenue (excluding current order value) for an order. This order could be from a new or returning customer. |
Angler New Customer Purchase w/LTV | Angler New Customer Purchase w/LTV (Conversion) | 90-day* LTV of a new customer (customer order number = 1) , where the LTV = current order value + predicted 90-day repurchase revenue. |
Angler New Customer Future LTV | Angler New Customer Future LTV (Conversion) | 90-day* predicted repurchase revenue (excluding current order value) for an order from a new customer. |
*By default LTV/repurchase revenue is estimated for future 90-days. However, if you would like to configure pLTV events for a shorter or longer window, please contact [email protected]
These custom events are expected to have the same or better event match quality (EMQ) of that of standard Purchase Event, and typically includes Facebook's marketing identifiers such as fbp
and fbc
. In this illustrative example below, Angler Purchase w/LTV custom event have EMQ 8.8/10.0
Similarly, Angler New Customer Future LTV also has EMQ 8.8/10.00. Please note that, under some circumstances, in particular, for subscription brands with system generated repurchase orders, it may be possible for the new customer events to have higher EMQ than all purchase events that includes system generate refill orders.
Angler Custom Conversions
Custom events must be converted to custom conversions before they can be used for measurement and optimization. Angler AI programmatically generates custom conversions from each custom events being sent. Note that you can have up to 100
custom conversions active simultaneously within a dataset. In custom conversion tabs there will be a custom conversion for every custom events that Angler sends.
Updated about 1 year ago