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Events take place either as a result of Facebook ads (paid) or organic reach (unpaid). There are two categories of events: standard and custom. Standard events are actions with predefined names that we recognize and support across ad products. When you set up standard events using the Event Setup Tool, a partner integration, your pixel code, or Conversions API code, you can log those standard events, optimize for conversions and build audiences. Learn more about standard website events.
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