Conversion Types by Platform: Standard Event Names Reference

Each ad platform has its own conversion type system. This reference covers standard event names and how they map across platforms for offline conversion tracking.

Cross-Platform Event Mapping

Business Event	Google Ads	Meta	Microsoft	TikTok
New lead	Custom name	Lead	Custom name	SubmitForm
Phone call	Custom name	Contact	Custom name	Contact
Estimate request	Custom name	Lead	Custom name	SubmitForm
Booked job	Custom name	Schedule	Custom name	PlaceAnOrder
Completed service	Custom name	Purchase	Custom name	CompletePayment
Payment received	Custom name	Purchase	Custom name	CompletePayment

Platform-Specific Rules

Google Ads

• Event name = your conversion action name (custom)
• Must exactly match the name in your account
• Case-sensitive

Meta

• Uses standard event names when possible
• Custom events allowed but get less optimization priority
• Standard events: Purchase, Lead, Contact, Schedule, SubmitForm

Microsoft Ads

• Event name = your conversion goal name (custom)
• Must exactly match the name in your account
• Case-sensitive, space-sensitive

TikTok

• Uses standard event names
• Standard: CompletePayment, PlaceAnOrder, Contact, SubmitForm, Subscribe
• Custom events allowed via CustomEvent type

Service Business Mapping

Funnel Stage	Recommended Event	Primary/Secondary
Call received	“Phone Call Lead”	Secondary
Qualified lead	“Qualified Lead”	Secondary
Estimate given	“Estimate Sent”	Secondary
Job booked	“Booked Job”	Primary
Job completed	“Completed Service”	Primary
Invoice paid	“Invoice Paid”	Secondary