# Custom Conversions

> User-defined conversion event names you create to track funnel-specific actions that a platform's standard names don't capture.

**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](/glossary/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](/docs/event-attributes), the same server-side [Conversion API](/glossary/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](/docs/event-mapping).