💡 If a conversion does not appear in Spyne, it means we are not receiving data for it.
Regarding Meta: Your Meta custom events are only visible if they are registered as a Custom Conversion in Meta Events Manager. If an expected event never appears in your reports, please verify this in Meta.
Meta Conversions
Mapping Table
The most common conversions encountered and what they actually measure. Each action_type and each custom conversion (offsite_conversion.custom.<custom_name>) can be broken down by attribution window in the format <action_type> - <attribution_window> (e.g., - 1d_click, - 1d_view, - 7d_click, - 7d_view, - 28d_click, - 28d_view).
Conversion Name in Meta API and Spyne | Meaning | Description |
| Payment info additions | Pixel/CAPI payment info addition events completed on website or app. |
| Adds to cart | Pixel/CAPI add-to-cart events completed on website or app. |
| Wishlist additions | Pixel/CAPI wishlist addition events recorded on website or app. |
| Completed registrations | Pixel/CAPI user registration events completed on website or app. |
| Custom Pixel events | Custom events tracked through the Meta Pixel or Conversions API. |
| Initiated checkouts | Pixel/CAPI checkout initiation events started on website or app. |
| Leads | Pixel/CAPI lead submission events collected on website or app. |
| Purchases | Pixel/CAPI purchase / checkout events completed on website or app. |
| Searches | Pixel/CAPI search queries executed on website or app. |
| Content views | Pixel/CAPI product or content page views recorded on website or app. |
| Completed Facebook workflows | Native workflow or experience completions directly within Meta apps. |
| Blocked conversations | Number of messaging conversations blocked by users in Messenger/Instagram. |
| Conversations started in 7 days | Messaging conversations initiated within 7 days of ad engagement. |
| First replies in Messenger | First replies sent by users in Messenger/Instagram Direct after ad interaction. |
| Message subscriptions | User opt-ins or subscriptions to messaging channels or updates on Meta. |
| Saved posts | Posts, ads, or content saved by users to their personal collection on Meta. |
| Facebook purchases | Purchases completed natively through Facebook Shops or Checkout on Meta. |
| Contacts | Total contact actions recorded across all web, app, offline, and native channels. |
| Website contacts | Contact actions completed on the advertiser's website. |
| Mobile app contacts | Contact actions completed within the mobile application. |
| Offline contacts | Contact actions collected via offline stores or CRM integration. |
| Donations | Total donation actions completed across all channels. |
| Website donations | Donation events completed on the advertiser's website. |
| Facebook donations | Donation events completed natively via Facebook Fundraisers/Tools. |
| Mobile app donations | Donation events completed inside the mobile application. |
| Offline donations | Donation events recorded through offline channels. |
| Customized products | Total product customization events completed across all channels. |
| Website customized products | Product customization events completed on the website. |
| Mobile app customized products | Product customization events completed within the mobile app. |
| Offline customized products | Product customization events collected offline. |
| Location searches | Total location lookup/store finder actions across all channels. |
| Website location searches | Store finder or location searches on the website. |
| Mobile app location searches | Store finder or location searches within the mobile app. |
| Offline location searches | Location search events logged through offline systems. |
| Scheduled appointments | Total appointment booking or scheduling actions across all channels. |
| Website scheduled appointments | Appointment bookings completed on the website. |
| Mobile app scheduled appointments | Appointment bookings completed within the mobile app. |
| Offline scheduled appointments | Appointment bookings recorded through offline systems. |
| Started trials | Total trial start events initiated across all channels. |
| Website started trials | Trial starts completed on the website. |
| Mobile app started trials | Trial starts completed within the mobile application. |
| Offline started trials | Trial starts recorded via offline systems. |
| Submitted applications/requests | Total application submission events completed across all channels. |
| Website submitted applications | Application form submissions completed on the website. |
| Mobile app submitted applications | Application form submissions completed inside the mobile app. |
| Offline submitted applications | Application form submissions collected offline. |
| Facebook submitted applications | Application submissions completed natively via Meta Instant Forms or Jobs. |
| Subscriptions | Total subscription events completed across all channels. |
| Website subscriptions | Subscriptions completed on the website. |
| Mobile app subscriptions | Subscriptions completed inside the mobile application. |
| Offline subscriptions | Subscriptions recorded through offline channels. |
| Recurring subscription payments | Total recurring subscription payment renewals across all channels. |
| Website recurring payments | Recurring subscription payments processed on the website. |
| Mobile app recurring payments | Recurring subscription payments processed inside the app. |
| Offline recurring payments | Recurring subscription payments recorded offline. |
| Canceled subscriptions | Total subscription cancellation events across all channels. |
| Website canceled subscriptions | Subscription cancellations processed on the website. |
| Mobile app canceled subscriptions | Subscription cancellations processed inside the app. |
| Offline canceled subscriptions | Subscription cancellations recorded offline. |
| In-app ad clicks | Clicks on advertisements taking place inside mobile applications. |
| In-app ad impressions | Ad impressions delivered within mobile applications. |
| Estimated call confirmation clicks | Estimated call confirmation clicks generated by click-to-call ads. |
| Calls placed (select countries) | Actual phone calls placed natively via click-to-call ad units. |
| Calls connected ≥ 20 seconds | Phone calls connected and maintained for at least 20 seconds. |
| Calls connected ≥ 60 seconds | Phone calls connected and maintained for at least 60 seconds. |
| Page engagement | Aggregated actions performed on the advertiser's Facebook Page. |
| Post engagement | Aggregated interactions (likes, shares, comments, clicks) on the ad post. |
| All Facebook-generated leads | Aggregated lead submissions completed natively across Meta platforms. |
| All offsite and Facebook leads | Total lead conversions across all sources (website, app, and native Meta forms). |
| Facebook leads (Messenger & forms) | Aggregated native leads from Messenger conversations and Instant Forms. |
| App installs | Total app installation events across all attributed channels. |
| Purchases | Omnichannel purchase events aggregated across website, app, offline, and native. |
| Adds to cart | Omnichannel add-to-cart events aggregated across website, app, and native. |
| Completed registrations | Omnichannel user registration events aggregated across all channels. |
| Content views | Omnichannel product/content views aggregated across all channels. |
| Searches | Omnichannel search events aggregated across all channels. |
| Initiated checkouts | Omnichannel checkout initiation events aggregated across all channels. |
| Unlocked achievements | In-app achievement unlocks aggregated across platforms. |
| App activations | App activation events aggregated across platforms. |
| Levels achieved | Game/app level completions aggregated across platforms. |
| Ratings | User ratings/reviews submitted aggregated across platforms. |
| Credits spent | In-app credit spending events aggregated across platforms. |
| Completed tutorials | In-app tutorial completions aggregated across platforms. |
| Custom events | Custom events aggregated across all channels. |
| Custom conversion ( | Dynamic user-defined custom conversion tracked via Meta Pixel or Conversions API. |
|
| Specific conversion breakdown or engagement attribution linked to an individual card in a Carousel Ad. |
How to Create a Custom Conversion in spyne
Creating custom conversions ensures proper naming replaces raw event names across all dashboards, breakdowns, and exports. Check out our documentation to learn how to create custom conversions.
Best Practices
Watch out for duplicates: omni_* events are already a consolidated and deduplicated version of Pixel, App, and On-Facebook events. Do not sum them up with their offsite_conversion.fb_pixel_* or onsite_conversion.* counterparts for the same client, as this risks double-counting conversions.
TikTok Conversions
Mapping Table
The most common conversions encountered and what they actually measure
Conversion Name in Tiktok API | Field Label in spyne | Description |
| Unique content views (app) | Unique content view events in-app recorded by the measurement partner. |
| Unique groups created (app) | Unique group creation events in-app recorded by the measurement partner. |
| Unique group joins (app) | Unique group joining events in-app recorded by the measurement partner. |
| Unique roles created (app) | Unique role creation events in-app recorded by the measurement partner. |
| Unique credit spends (app) | Unique credit spending events in-app recorded by the measurement partner. |
| Unique levels achieved (app) | Unique level achievement events in-app recorded by the measurement partner. |
| Unique achievements unlocked (app) | Unique achievement unlocking events in-app recorded by the measurement partner. |
| Unique leads generated (app) | Unique lead generation events in-app recorded by the measurement partner. |
| Unique in-app ad clicks (app) | Unique clicks on in-app advertisements recorded by the measurement partner. |
| Unique in-app ad impressions (app) | Unique impressions of in-app advertisements recorded by the measurement partner. |
| Unique loan applications (app) | Unique loan application events in-app recorded by the measurement partner. |
| Unique loan approvals (app) | Unique loan approval events in-app recorded by the measurement partner. |
| Unique loan disbursals (app) | Unique loan disbursement events in-app recorded by the measurement partner. |
| Unique logins (app) | Unique login events in-app recorded by the measurement partner. |
| Unique ratings (app) | Unique rating events in-app recorded by the measurement partner. |
| Unique searches (app) | Unique search events in-app recorded by the measurement partner. |
| Unique trial started (app) | Unique trial start events in-app recorded by the measurement partner. |
| Unique subscriptions (app) | Unique subscription events in-app recorded by the measurement partner. |
| Unique custom events (app) | Unique custom events in-app recorded by the measurement partner. |
| Unique ad impressions | The total number of unique users who saw the advertisement. |
| Purchases (website) | Total purchase / payment completion events recorded on the website via Pixel/CAPI. |
| Landing page views (website) | Total number of successful landing page loads after clicking the ad. |
| Page views (website) | Total web page views recorded by the TikTok Pixel or Events API. |
| Button clicks (website) | Total button click events recorded on the website. |
| Contacts (website) | Total contact events (e.g. form submitted, chat started) on the website. |
| Registrations (website) | Total user registration events completed on the website. |
| Content views (website) | Total content or product page views on the website. |
| Product Details Page Browse | Total times users browsed a Product Details Page (PDP) after interacting with the ad. |
| Adds to cart (website) | Total add-to-cart events completed on the website. |
| Orders placed (website) | Total order placement events recorded on the website. |
| Checkouts initiated (website) | Total checkout initiation events recorded on the website. |
| Payment info added (website) | Total payment or billing information addition events on the website. |
| Searches (website) | Total search queries performed on the website. |
| Form submissions (website) | Total form submission events completed on the website. |
| Downloads (website) | Total download events performed on the website. |
| Adds to wishlist (website) | Total wishlist addition events recorded on the website. |
| Subscriptions (website) | Total subscription events completed on the website. |
| Total find location | Total number of location search/find events performed on the website/app. |
| Total schedule | Total scheduling or appointment booking events completed. |
| Total customize product | Total product customization events completed. |
| Custom events (website) | Total custom conversion events recorded on the website. |
| Checkouts initiated (TikTok) | Total checkout initiation events completed natively on TikTok. |
| Unique checkout | Unique number of users who initiated a checkout process. |
| Add to cart (TikTok) | Total add-to-cart events completed natively within TikTok. |
| Unique add to cart events | Unique number of users who added an item to their cart. |
| Product details page view (TikTok) | Total product details page views inside native TikTok Shop / Instant Pages. |
| Active by conversion time | Conversion events attributed based on the exact timestamp when the conversion occurred. |
| Active by impression time | Conversion events attributed based on the timestamp of the initial ad impression/click. |
| Unique launch | Unique app open or application launch events recorded. |
| Unique registration | Unique user registration events recorded across platforms. |
| Unique ad impression event | Unique users who triggered an ad impression event. |
| Adds to wishlist (TikTok) | Total wishlist addition events completed natively on TikTok. |
| Billing adds (TikTok) | Total billing information addition events completed natively on TikTok. |
| Form submissions (TikTok) | Total instant lead form submission events completed natively within TikTok. |
| Filtered out form submissions (TikTok) | Form submissions filtered out due to spam, duplication, or invalid entry verification. |
| App store clicks (TikTok) | Total clicks directing users to the mobile app store (iOS/Android). |
| Destination visits (TikTok) | Total user visits to the designated destination page from the ad. |
| Page views (TikTok) | Total views of native TikTok Instant Pages or Experience pages. |
| Outbound clicks (TikTok) | Total clicks that take the user off TikTok to an external destination. |
| Product clicks (TikTok) | Total clicks on product cards, tags, or showcase anchors. |
| CRM events | Offline or post-conversion events imported directly from a CRM system. |
| Purchases (offline) | Total purchase events occurred in offline stores / locations matched via Offline Conversion API. |
| Contacts (offline) | Total contact/inquiry events occurred offline. |
| Subscriptions (offline) | Total subscription events completed in offline locations. |
| Form submissions (offline) | Total form submission events collected offline. |
| Payment info adds (offline) | Total billing information addition events collected offline. |
| Adds to cart (offline) | Total cart addition events recorded in offline store systems. |
| Adds to wishlist (offline) | Total wishlist addition events recorded offline. |
| Button clicks (offline) | Total interaction or button click events collected via offline point-of-sale / kiosks. |
| Registrations (offline) | Total user registration events recorded offline. |
| Downloads (offline) | Total download events recorded offline. |
| Checkouts initiated (offline) | Total checkout initiation events recorded in offline store systems. |
| Orders placed (offline) | Total order placement events recorded in offline store systems. |
| Searches (offline) | Total search queries recorded in offline kiosks or system logs. |
| Content views (offline) | Total product/content view events recorded in offline channels. |
| Preferred leads (offline) | Total qualified or high-priority lead events matched offline. |
| Total find location (offline) | Total location lookup events recorded in offline systems. |
| Total schedule (offline) | Total appointment scheduling events recorded in offline systems. |
| Total customize product (offline) | Total product customization events recorded offline. |
| Custom events (offline) | Custom offline conversion events matched via Offline Conversion API. |
| Conversations (TikTok direct message) | Total direct message conversations initiated with the business on TikTok. |
| Conversations (Instant messaging app) | Total instant messaging conversations (WhatsApp, Messenger, etc.) started from the ad. |
| Purchases (Shop) | Total purchase orders completed within TikTok Shop. |
| Purchases (Shop) by order submission time | TikTok Shop purchases grouped by the time the order was submitted by the buyer. |
| Items purchased (Shop) | Total volume/quantity of individual items bought inside TikTok Shop. |
| Checkouts initiated (Shop) | Total checkout initiations recorded inside TikTok Shop. |
| Product page views (Shop) | Total product detail page views inside TikTok Shop. |
| Add to cart (Shop) | Total add-to-cart events recorded inside TikTok Shop. |
| VTA conversions | Total View-Through Attribution conversions (conversions following an ad view without a click). |
| CTA conversions | Total Click-Through Attribution conversions (conversions following a direct ad click). |
| EVTA conversions | Total Engaged View-Through Attribution conversions (conversions following a video view of 6+ seconds). |
| VTA app installs | Total app installs attributed via View-Through Attribution. |
| CTA app installs | Total app installs attributed via Click-Through Attribution. |
| EVTA app installs | Total app installs attributed via Engaged View-Through Attribution. |
| VTA registrations | Total registrations attributed via View-Through Attribution. |
| CTA registrations | Total registrations attributed via Click-Through Attribution. |
| EVTA registrations | Total registrations attributed via Engaged View-Through Attribution. |
| VTA purchases (app) | Total in-app purchases attributed via View-Through Attribution. |
| CTA purchases (app) | Total in-app purchases attributed via Click-Through Attribution. |
| EVTA purchases (app) | Total in-app purchases attributed via Engaged View-Through Attribution. |
Pinterest Conversions
Mapping Table
Pinterest is a source we have heavily harmonized: most names are already closely aligned with native Pinterest Tag terminology.
Conversion Name in Pinterest API | Field Label in spyne | Description |
| checkout / pinterest checkout | Total number of checkout / purchase conversion events attributed to your ads. |
| signup | Total number of sign-up conversion events completed on your website or app. |
| page visit / web page visit | Total number of landing page visits or view content events generated by your ads. |
| lead | Total number of lead generation forms or lead conversion events collected. |
| custom | Total number of custom conversion events tracked by your Pinterest tag or API. |
| Pinterest - Standard Conversion | The total number of all standard conversion events recorded across all conversion types for the requested period. |
| add to cart | Total number of add-to-cart events resulting from interactions with your ads. |
| search | Total number of search actions executed on your website or app attributed to your ads. |
| app install | Total number of mobile application installs resulting from your ads. |
| add to wishlist | Total number of add-to-wishlist or save-for-later events recorded. |
| outbound clicks | The total number of times people perform actions on your ad that lead them directly to a destination off Pinterest. |
Snapchat Conversions
Mapping Table
Snapchat is a source we have heavily harmonized: most names are already closely aligned with native Snapchat API terminology.
Conversion Name in Snapchat API | Field Label in spyne | Description |
| custom_event_1 | Total number of custom conversion event 1 actions tracked via Snapchat Pixel, Conversions API, or App Events. |
| custom_event_2 | Total number of custom conversion event 2 actions tracked via Snapchat Pixel, Conversions API, or App Events. |
| custom_event_3 | Total number of custom conversion event 3 actions tracked via Snapchat Pixel, Conversions API, or App Events. |
| custom_event_4 | Total number of custom conversion event 4 actions tracked via Snapchat Pixel, Conversions API, or App Events. |
| custom_event_5 | Total number of custom conversion event 5 actions tracked via Snapchat Pixel, Conversions API, or App Events. |
| conversion_rate | Ratio of total attributed conversion events divided by total impressions or swipe-ups for the campaign. |
| conversion_save | Total number of save events (e.g. saving content, ad, or item for later) attributed to the ad. |
| conversion_login | Total number of user login actions recorded on the app or website after interacting with the ad. |
| conversion_share | Total number of share actions (e.g. sharing an item or content) attributed to the ad. |
| conversion_invite | Total number of invitation actions sent by users within the app or website attributed to the ad. |
| conversion_ad_view | Total number of ad view conversion events completed after user engagement. |
| conversion_reserve | Total number of reservation actions (e.g. booking a spot or room) attributed to the ad. |
| conversion_ad_click | Total number of secondary ad click conversions recorded following the ad interaction. |
| conversion_add_cart | Total number of add-to-cart conversion events tracked on your store or app. |
| conversion_searches | Total number of search queries performed on the website or app attributed to the ad. |
| conversion_app_opens | Total number of app open events recorded after ad interaction. |
| conversion_list_view | Total number of catalog or list page view events recorded. |
| conversion_purchases | Total number of purchase / checkout completed events attributed to your Snapchat ads. |
| conversion_subscribe | Total number of paid or free subscription actions completed attributed to the ad. |
| conversion_page_views | Total number of general web page views tracked via Snapchat Pixel or API. |
| landing_page_views | Total number of times a user arrived at and loaded your landing page after swiping up or clicking the ad. |
| conversion_add_billing | Total number of users who added payment or billing information to their profile/account. |
| conversion_start_trial | Total number of free or paid trial start events recorded. |
| conversion_view_content | Total number of specific content or product details views triggered on the website or app. |
| conversion_spend_credits | Total number of credit spending events within an app or digital ecosystem attributed to the ad. |
| conversion_start_checkout | Total number of initiated checkout processes started before payment completion. |
| conversion_add_to_wishlist | Total number of items added to user wishlists or save lists. |
| conversion_level_completes | Total number of completed game or onboarding levels achieved inside an application. |
| conversion_complete_tutorial | Total number of users who successfully completed a tutorial or onboarding flow. |
| conversion_achievement_unlocked | Total number of in-app achievements or badges unlocked by users. |
| native_leads | Total number of native lead form submissions completed directly within Snapchat. |
Google Conversions
Mapping Table
There is no fixed list of business conversion names: the primary name originates directly from segments_conversion_action_name, so it depends on the conversion actions configured within each individual Google Ads account. These are user-defined conversions.
Conversion Name in Google Ads API | Field Label in spyne | Description |
| <segments_conversion_action_name> | Dynamic conversion name corresponding to the specific user-defined Conversion Action in Google Ads, attributed by impression/click date. |
| <segments_conversion_action_name> (by conversion date) | Dynamic conversion name corresponding to the specific user-defined Conversion Action in Google Ads, attributed by the exact date the conversion occurred. |
| <segments_conversion_action_name> - All Conversions | Total conversions including primary and secondary conversion actions for the specific user-defined Conversion Action, attributed by impression/click date. |
| <segments_conversion_action_name> - All Conversions (by conversion date) | Total conversions including primary and secondary conversion actions for the specific user-defined Conversion Action, attributed by the exact date the conversion occurred. |
| Google Ads - Standard Conversion | Total standard (primary) conversions recorded across all conversion actions, attributed by impression/click date. |
| Google Ads - Standard Conversion (by conversion date) | Total standard (primary) conversions recorded across all conversion actions, attributed by the exact date the conversion occurred. |
| Google Ads - Standard Conversion - All Conversions | Total conversions including primary, secondary, and cross-device actions across the account, attributed by impression/click date. |
| Google Ads - Standard Conversion - All Conversions (by conversion date) | Total conversions including primary, secondary, and cross-device actions across the account, attributed by the exact date the conversion occurred. |
Microsoft Conversions
Mapping Table
goal is a dynamic value originating from Microsoft Advertising conversion goals. Therefore, an exhaustive list cannot be provided. These are user-defined conversions.
Conversion Name in Microsoft Advertising API | Field Label in spyne | Description |
| Microsoft Conversions | Total number of all conversion events recorded across all active goals for the Microsoft Advertising account. |
| goal | Dynamic conversion name defined by the user in Microsoft Advertising (UET conversion goals, custom events, or offline conversions). |
Does a conversion not match any scenario listed here?
Contact the Spyne team, your CSM can help you identify it and build your custom conversions.