# Custom events for your ads

_Chatting · 4 min read · Updated 2026-10-23 · https://lanachat.ai/guides/custom-events-for-ads/_

A custom event sends your own signal to Meta, TikTok or Snap when something you care about happens in a Telegram conversation: a fan's 10th message, a sale above $50, a tag added to the fan. Your ad platform can then optimise on the fans who matter, not only on clicks.

## Before you start

Custom events go through the pixels you connected for the workspace. Open **Tracking links** (under Tools, in the Chatting group of the sidebar), then the **Pixels & events** tab. Each network has its card: **Meta Pixel + Conversions API**, **TikTok Pixel + Events API**, **Snap Pixel + CAPI**. Paste the pixel ID and the access token there. Then switch the pixel on for each link that should report, in the link editor (see [Track a new ad campaign](https://lanachat.ai/guides/track-a-new-ad-campaign/)).

The table **Events sent automatically** already covers the basics: **Lead** (conversation started), **Contact** (first message from the fan) and **Purchase** (each sale, with value and currency). They are marked **Built in**.

## Check delivery before you spend

1. In your ad platform's events manager, copy the test event code it gives you.
2. Paste it in **Test event code** (optional) on the network's card in **Pixels & events**.
3. Press **Send test event**.
4. Read the answer under the card: **Test event accepted** or **Test event rejected**, with the platform's response. The platform's response says why: most often an expired access token or a wrong pixel ID.

> Tip: Send a test event every time you add a pixel or replace a token, and before you put money behind a new campaign. A pixel that receives nothing cannot optimise anything.

## Add a custom event

1. Press **Add custom event**. You need at least one connected pixel.
2. **Event name**: letters, digits and underscores, starting with a letter, for example `BigSpender`.
3. **Trigger**, one of:
   - **Sale of at least $X**: set the **Minimum sale ($)**, 50 by default.
   - **Fan sends their Nth message**: set the **Message number**, 2 or more (10 by default).
   - **Tag added to the fan**: type the **Tag**, for example `VIP`.
   - **Offer viewed**: no value to set.
4. **Networks**: tick where it goes. Only connected networks can be ticked.
5. **Parameters sent**: **event_id** is always sent, so the same event is never counted twice. Add **external_id** (the hashed Telegram user ID), **value**, **currency** or **content_id** (the offer ID) if your platform uses them.
6. Press **Add event**.

The event joins the table with one switch per network, so you can turn it off for one platform without deleting it. **Delete** removes a custom event.

## Which event to choose

- **Fan sends their Nth message**: a fan who reaches his 10th message is engaged. Good for optimising cheap traffic toward real conversations.
- **Sale of at least $X**: teaches the platform what a big spender looks like.
- **Tag added to the fan**: tags you or your team add in the fan's details in Live Convs, such as `VIP`.

## Good to know

- Events are sent server to server, and only new events after setup are sent.
- Messages, media and usernames never leave LanaChat.
- In the EU, the UK and Switzerland, ad events need the fan's prior consent. Choose how it is asked in the **Consent** block at the bottom of the tab.
- **Last 7 days** shows how many events your links sent.

## Related

- [Tracking: links, domains and analytics](https://lanachat.ai/guides/tracking-links/)
- [Track a new ad campaign from click to sale](https://lanachat.ai/guides/track-a-new-ad-campaign/)
- [Fans: lists, statuses and VIPs](https://lanachat.ai/guides/fans/)