Set up a Meta custom conversion for your sales

Most sellers should simply optimise for the Purchase event, which Paylead sends automatically with the price. Use a custom conversion when you want a campaign to count one product's sales, or when you're used to setting ads up this way on another platform, like Selar.

Before you start, connect your Meta pixel.

Step 1: Copy your rule from Paylead

1. Open Products and tap the product.
2. Tap the green megaphone at the top (Promote with Meta ads).
3. On the Track step, tap Using a custom conversion instead?
4. Tap Copy next to the rule you want:
   • Sales of this product: product= followed by the product's code
   • Every sale in your store: /receipt

Step 2: Create the custom conversion in Meta

1. Go to business.facebook.com/events_manager.
2. In the left menu, click Custom conversions.
3. Click Create custom conversion.
4. Name: something you'll recognise, like "Side Hustle Playbook sale".
5. Data source: choose the pixel (dataset) you connected to Paylead.
6. Conversion event: choose All URL traffic.
7. Rules: choose URL, then contains, and paste the rule you copied.
8. Optional: add a value (your product's price), so Ads Manager can show what the ads earned.
9. Click Create.

Step 3: Use it in your campaign

1. In Ads Manager, open your campaign's ad set.
2. Under Conversion, set Conversion location to Website.
3. Under Conversion event, choose your new custom conversion.

Why this works on Paylead

Right after paying, buyers land on their receipt:

yourstore.paylead.app/receipt/ORD-2026-AB12CD34?product=abc123

• Every receipt address contains /receipt.
• Right after checkout it also contains product= and the product's code. A cart with several products has one product= for each.
• Emailed receipt links don't carry product=, so a buyer who comes back later to download again doesn't count as a second sale.

If the product has its own thank-you page

If you set a thank-you page in the product's settings, buyers go there instead of the Paylead receipt. The Track step shows that page's address instead: use it with URL contains.

Good to know

• A custom conversion only counts sales from the day you create it, so create it before you start the ads.
• Meta can take a little while to mark a new custom conversion as active.
• The Purchase event still gives the fullest numbers, because Paylead also sends it from our servers when mobile money payments are confirmed.