Just as the pixel is a snippet of html coding, so is a standard event. The difference is that the base pixel is installed in the header of your website (so that it fires on every page) whereas the Standard Event is installed on the page that the user lands on AFTER a conversion takes place. So, for example, a Purchase conversion would be installed on the thank you page the user lands on AFTER completing their purchase. If you want to track how many people begin the check-out process you can install an Initiate Checkout pixel on that page.

Within this episode you'll learn:

• The benefits of tracking with Standard Events
• How to install the Standard Events
• How the Facebook Ad Algorithm optimizes your Ad delivery

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