Overview
We are excited to announce a new feature in Triple Whale's Sonar — Custom Events for Meta. This enhancement allows you to send specific types of purchase events from Sonar to Meta via the Conversions API (CAPI), enabling more precise targeting and better campaign optimization.
What Are Sonar Custom Events for Meta?
Sonar Custom Events are specialized purchase events tracked by Triple Whale and sent to Meta through CAPI. These events focus on specific customer actions, providing deeper insights into customer behavior. The available custom events are:
New Customer Purchase
Returning Customer Purchase
Initial Subscription Purchase
Unlike standard events, which provide broad data, Sonar Custom Events offer granular information that helps optimize your Meta campaigns more effectively.
Important Note: Custom events are unique to Sonar and do not require deduplication. This means they won't interfere with any existing CAPI setups you may have, offering a compelling reason to enable Sonar even if you're already using another CAPI source.
Why Use Sonar Custom Events?
Implementing Sonar Custom Events brings several advantages:
1. Optimize Ad Spend
Focus on High-Value Actions: Concentrate your advertising efforts on acquiring new customers or re-engaging returning ones.
Efficient Budget Use: Reduce spend on less valuable actions, ensuring your ad budget is used where it counts.
2. Enhanced Campaign Targeting
Granular Data: Access detailed information about customer purchases.
Precise Audience Segmentation: Tailor your campaigns based on specific customer behaviors, such as first-time buyers or subscribers.
3. Improved Conversion Tracking
Key Action Monitoring: Track essential events like initial purchases or subscriptions.
Insightful Performance Metrics: Gain valuable insights into how different segments respond to your campaigns.
4. Increased ROI
Higher Lifetime Value: Targeting new and returning customers more effectively leads to better customer retention and value.
Better Marketing Investments: Make informed decisions that drive higher returns on your advertising efforts.
How to Set Up and Use Sonar Custom Events
Implementing Sonar Custom Events is straightforward:
1. Configure Events in Sonar
Access Sonar Dashboard: Log in to your Triple Whale account and navigate to Sonar settings.
Enable Desired Events: Under the CAPI settings, ensure that the custom events you wish to track (e.g., "New Customer Purchase") are enabled.
2. Approve Events in Meta Events Manager
Wait for Event Data: Once Sonar starts sending custom events, they will appear in your Meta Events Manager.
Approve Events: In Meta Events Manager, locate the new custom events and approve them. Approval is necessary before these events can be used for campaign optimization.
Approving Custom Events in Meta
Go to Meta Events Manager.
Click the
Data sources icon in the left menu of the page.
Select the name and ID of your data.
Click the Settings tab at the top of the page.
Scroll down to Data restrictions.
In the Manage custom event blocking section, click Review.
In the Action required tab, select all the custom events you want to confirm or block. Note: You may not be able to confirm custom events that Meta has detected may contain potentially prohibited information.
Click Next.
Select Confirm the custom event or Block the custom event.
Click Review. A message will appear on screen if you’ve successfully confirmed or blocked custom events.
Click Done.
3. Use Custom Events in Campaigns
Create New Campaigns: In your Meta Ads Manager, set up new campaigns or edit existing ones.
Select Optimization Goals: Choose the Sonar Custom Events (e.g., "New Customer Purchase") as your optimization goals.
Target Specific Audiences: Leverage these events to focus on acquiring new customers or engaging returning ones.
4. Monitor and Adjust
Track Performance: Regularly check how your campaigns are performing with the new custom events.
Optimize Strategies: Use the insights gained to adjust your targeting, messaging, and budgeting for improved results.
Why Sonar Custom Events Set You Apart from Standard Shopify CAPI Integration
While Shopify's basic CAPI integration sends standard purchase events, Sonar Custom Events offer distinct advantages:
1. Specific Purchase Types
Targeted Optimization: Optimize for specific goals like acquiring new customers or securing initial subscriptions.
Relevance: Avoid spending on generic purchase events that don't align with your specific marketing objectives.
2. No Deduplication Required
Seamless Integration: Since Sonar Custom Events are separate from standard events, they don't interfere with existing CAPI setups.
Parallel Operation: Run Sonar alongside Shopify CAPI (or any other CAPI source) without conflicts.
3. Added Value for Existing CAPI Users
Enhanced Data: Provides additional insights that standard integrations don't offer.
Reason to Enable Sonar: Even if you have a current CAPI integration, Sonar's custom events offer unique benefits worth leveraging.
4. Easy Management
Selective Event Sending: You can choose to send only custom events through Sonar and disable standard events if desired.
Controlled Implementation: This flexibility allows for tailored setups that fit your specific needs.
Conclusion
Sonar Custom Events for Meta provide a powerful tool to enhance your advertising efforts. By focusing on specific customer actions, you gain deeper insights and can optimize your campaigns more effectively. Whether you're aiming to acquire new customers, engage returning ones, or boost subscriptions, Sonar's custom events offer the precision and flexibility to achieve your goals.
Ready to get started? Enable Sonar Custom Events in your Triple Whale account today and take your Meta campaigns to the next level.