Custom events for your 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).

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.

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.