Basic Guide to Facebook Events Manager

Facebook Events is one of the most unique features of the platform. It started with 100 million users daily. Today, paid online events are one of the top sources of Facebook revenue. A social media agency Hong Kong note that modern technology allows users to capitalize on such trends.

The Facebook Events app was launched in October 2016. It allows Facebook users to host virtual meet-ups for up to 500 persons. They can be private or public; paid or unpaid. A digital marketing speaker Hong Kong highlights that Facebook Events are the key to small business recovery after the COVID-19 pandemic. Virtual product launches and live shopping allow them to go back to operations and boost sales. Below is a basic guide to Facebook Events Manager.


Facebook Events are virtual gatherings or meet-ups. They are calendar-based as participants will be notified of upcoming occasions. Everyone can create a Facebook Event using a Facebook account. Events can be labeled as public or private and can be set as paid or free.

Facebook Events Manager is a tool that seamlessly connects Ads Manager, Commerce Manager, Pixel, and SDK software. To open Events Manager, open the upper-left corner menu of your Ads or Business Manager account. You will see 4 tabs under the Events Manager of Facebook:

  • Custom Conversions is a tool to create, delete, manage, and share events.
  • Data Sources show insights about your events.
  • Partner Integration helps connect with Facebook partner accounts.
  • Task Center allows completion and tracking of events via Pixel and Conversion API.


A video marketing agency Hong Kong has noted that Facebook Events Manager is vital to a successful digital marketing approach. Facebook Ads Manager changes from time to time. Recently, Apple’s data privacy updates called for device owners’ permission to track third-party data. Unfortunately, a large number of users opt-out, significantly affecting insights collection via Facebook ads. 

Despite such measures, Facebook Events Manager can transform the delivery and performance of Facebook ads. It has the widest audience reach. It can target off-Facebook conversions and get the most of aggregated measurements.  

Audience Targeting

After the iOS 14.5- related updates, brands and businesses can only configure audience targeting via the Events Manager. This is by configuring events by prioritizing conversions. Once they prioritize conversions, they can reach all participants of the event.

Conversion Tracking

Events Manager allows access to Facebook’s Aggregated Event Measurement tool. It adheres to privacy restrictions but, at the same time, track and report conversions. With Conversion API, brands and businesses can connect their customer relationship management (CRM) or website to optimize conversion insights.

Value Optimization

Brands and businesses that want to maximize return on ad spend (ROA) can use the Events Manager to set up its value optimization. Once enabled, any event will generate more campaign revenues by identifying their most lucrative customers.


There are three event categories on the Events Manager where brands and businesses can configure Facebook ads. A software integration may be needed to use any or all three types.  

Custom Conversions

Standard conversions on the Events Manager cover regular insights about an event. If brands and businesses want more granular conversions, Events Manager allows up to 100 custom actions per account.

Offline Events

Brands and businesses that want to take conversions offline can use the Events Manager. Through the offline event sets, they can upload any data manually to integrate it into the automation workflow.

Standard Events

Events Manager houses a dozen of predefined conversion sets. They can help brands and businesses easily track conversions. 


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