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Custom Conversion Names

Understand how Custom Conversion Names works in AnyTrack to improve your conversion tracking accuracy. This feature helps ensure precise data collection and better campaign insights.

What are Custom Conversion Names?

Custom conversion names are user-defined event names that you send to AnyTrack instead of one of the standard events like Purchase or Lead. They behave identically to standard events — same event attributes, same server-side delivery through the Conversion API, and the same Event Match Quality benefits — but the naming reflects your specific funnel actions. Use them when standard events don't capture the conversion signals that matter most to your business.

Standard events don't capture every conversion that matters to your business. When customers hit your "Download Trial" button, complete a quiz, or reach a specific funnel step, those actions drive revenue—but Lead and Purchase don't tell the full story. Custom conversion names let you track exactly what matters, build audiences around specific micro-conversions, and optimize campaigns for the actions that actually predict revenue inside Facebook Ads, Google Ads, and other connected destinations.

Custom events work like standard events — same attributes, same server-side delivery, same Event Match Quality benefits — but you control the naming. Track trial_download_complete, quiz_submitted, or demo_booking_confirmed instead of generic events that don't reflect your funnel reality.

📘

Note

  1. AnyTrack supports custom event names.

  2. Custom event names can be sent via JS snippet or via Server Side integration

  • Allowed characters:
    • letters (A-Z, a-z),
    • digits (0-9),
    • underscores (_), hyphens (-), parentheses (()), periods (.), colons (:), equal signs (=), and spaces.
  • Disallowed characters: anything outside the set above is stripped automatically — no emojis, quotes, slashes, etc.
  • Whitespace handling: leading and trailing spaces are removed.
  • Length cap: event names are truncated to the first 40 characters.

When to Use Custom Conversion Names

Custom events are powerful because they allow you to send exactly the conversion signals that matter to your business. They are ideal when:

  • You have your own funnel or business rules
  • Standard events don't cover your use case
  • You want to segment data based on highly specific actions

These events behave just like standard conversion names within AnyTrack, and all standard event attributes are supported on the same server-side Conversion API pipeline.

⚠

Warning

You must ensure these events are correctly mapped to your Ads platform's conversion events. Otherwise, they won't be recognized and optimized by your ad platforms.

How to Use Custom Conversion Names in Ads Platforms

To ensure compatibility, use the appropriate conversion category and naming conventions in:

  • Google Ads: Match your custom event to a conversion action set up in Google Ads (e.g., signup_form, purchase_confirmed)
  • Meta (Facebook Ads): Map your custom event under a custom conversion or standard event name in Events Manager

Incorrect or unmapped event names will result in dropped conversions or loss of attribution. Use Event Mapping in your AnyTrack dashboard to route each custom event to the right conversion action on every connected ad platform, and verify delivery in the Conversion Report. To enrich every custom event with customer and product data, send the supported event attributes alongside it.

Rules and syntax for Custom Conversion names

Allowed Syntax

  1. Max 40 characters

    • If your event name exceeds this limit, it will be trimmed to the first 40 characters.

  2. Allowed characters

    • Letters (A–Z, a–z)
    • Numbers (0–9)
    • Symbols: - _ * ( ) . : =
❗

Important

Any other characters will be automatically removed from the event name.

Example

Input:

AnyTrack('trigger', 'signup_complete@PRO!version#3🔥🔥🔥', {
  email: '[email protected]',
});

Normalized Result:

signup_completePROversion3

And trimmed to 40 characters if necessary.

Sample Event Snippets

Use the following format to send a custom conversion event:

AnyTrack('trigger', 'custom_event_name', {
  eventValue: 100,
  currency: "USD",
  email: "[email protected]"
});

Examples:

AnyTrack('trigger', 'premium_checkout_started', {
  eventValue: 49.99,
  currency: "USD",
  email: "[email protected]"
});
AnyTrack('trigger', 'webinar_signup_bonus', {
  email: "[email protected]",
  name: "Jane Doe",
  funnel_step: "registration_page"
});

Custom Conversion Names FAQ

FAQ was last reviewed on 2026-05-21

There is no functional difference — they refer to the same thing. A custom conversion name is the label you give to a custom event when you trigger it through AnyTrack. The custom event uses that name to identify itself across the Conversion Report, ad platforms, and Event Mapping rules.
No. Standard event names like Purchase, Lead, and AddToCart are reserved and recognized natively by ad platforms. If you want a custom label, send it as a separate custom event (for example, premium_purchase) and map it to the corresponding standard conversion action inside Google Ads or Facebook Events Manager.
Yes. Custom conversion names are delivered through the same server-side Conversion API pipeline as standard events. They benefit from identical Event Match Quality scoring, deduplication, and customer data hashing, as long as you also send standard event attributes like email and click_id.
AnyTrack forwards the custom event name to each connected ad platform. In Facebook Events Manager, the event will appear under Custom Events and you can promote it to a Custom Conversion. In Google Ads, you create a matching conversion action with the same name and map it through Event Mapping in your AnyTrack dashboard.
Yes. AnyTrack allows letters, digits, underscores, hyphens, parentheses, periods, colons, equal signs, and spaces. Anything outside that set is stripped automatically, leading and trailing spaces are trimmed, and names are truncated to the first 40 characters.
Yes. The same custom conversion name can be triggered from your Tracking Tag, a server-side webhook, or an integrated platform, and AnyTrack treats them as the same event. This lets you consolidate reporting and audience building across web, CRM, and offline sources under one event name.

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