Custom Conversions

Custom conversions are conversion events you name yourself — like trial_download_complete or demo_booked — to track the funnel-specific actions a platform’s predefined standard names don’t capture. They behave like any other conversion: they carry the same attributes and optimize the same way, but the naming reflects your funnel.

Per-persona meaning

Affiliate marketer: an offer-specific event name when a standard Purchase/Lead doesn’t capture the payout type.
eCommerce marketer: a funnel-step name (e.g. subscription_started) when a generic Purchase hides the action that matters.
Lead-gen marketer: a micro-conversion (quiz_submitted, demo_booked) that predicts lead quality better than a bare form submit.
Business owner: a name that matches how your own product’s key moments actually read.

Do not confuse with

Standard Conversions — predefined names every platform recognizes natively, vs the names you define yourself.
Meta’s “Custom Conversion” — a different thing: a rules-based conversion you build inside Meta Events Manager by filtering URLs or event parameters. A custom conversion name here is the event you send; Meta’s Custom Conversion is a rule Meta applies to incoming events.

In AnyTrack

A custom conversion name behaves exactly like a standard event — same event attributes, the same server-side Conversion API delivery, and the same Event Match Quality benefits. Names are capped at 40 characters (letters, digits, and - _ * ( ) . : =; other characters are stripped). Because platforms don’t know the name natively, you must route it to each platform’s conversion action with Event Mapping.