A Meta custom conversion counts a sale whenever someone visits a page whose address matches a rule you set, like "URL contains /receipt". On Paylead you can use /receipt for every sale in your store, or product= plus a product's code to count one product's sales. If you just want to track all sales with their value, use the standard Purchase event instead: Paylead sends it automatically.
Purchase event or custom conversion?
| Purchase event | Custom conversion | |
|---|---|---|
| Set-up | Automatic once your pixel is connected | You create a rule in Events Manager |
| Sale value | Sent with every sale | Fixed value you choose, or none |
| One product only | Use the event's content IDs | Easy with a URL rule |
| Counts payments confirmed after the buyer left the page | Yes, with the Conversions API token | No, it needs the page visit |
For most sellers the Purchase event is the better choice. Custom conversions shine when one store sells several products and you want each campaign to optimise for its own product.
The rules to use on Paylead
Right after paying, buyers land on a receipt address like:
yourstore.paylead.app/receipt/ORD-2026-AB12CD34?product=abc123
- Every sale: URL contains
/receipt - One product: URL contains
product=abc123(use your product's code; you'll find the exact rule in the product's Promote panel) - Product with its own thank-you page: URL contains your thank-you page's address
Emailed receipt links don't include product=, so buyers who come back later to download again don't count as new sales.
How to create one
- Meta Events Manager → Custom conversions → Create
- Data source: your pixel
- Event: All URL traffic
- Rule: URL contains and paste the rule
- Name it and save
Then pick it as the conversion event in your Sales campaign. Full steps in the help guide.
Moving from Selar?
Selar receipts also use /receipt, so the store-wide rule you know keeps working: create the custom conversion on your Meta pixel after you've connected it in Store Settings → Integrations. Since custom conversions only count from the day you create them, set it up before you switch your ads' links to Paylead. Switching to Paylead takes most sellers an afternoon.
Common mistakes
- Rule too broad. "URL contains paylead" counts every page view, not sales.
- Wrong data source. Make sure the custom conversion uses the pixel connected to your store.
- Judging too early. New custom conversions can take a while to show as active, and new ads need a few days of data.
Frequently asked questions
Can I give a custom conversion a value?
Yes, a fixed value when you create it. For the real price of each sale, use the Purchase event.
How many custom conversions can I make?
Meta limits how many each ad account can have, so make them for products you actually advertise.
Do I still need the Conversions API?
It helps either way: it makes the Purchase event complete, especially for mobile money payments. See the Conversions API explained.
