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HOW TO ACTIVATE PROFITMETRICS CUSTOM EVENTS IN META ADS MANAGER

Follow the steps below to activate ProfitMetrics events in Meta

Part 1: Create a Test Campaign
  1. Open Meta Ads Manager.
  2. Click Create and select the Sales campaign objective.
  3. Important: Turn OFF Advantage+ Shopping Campaign at the campaign level.

If Advantage+ Shopping Campaign is enabled, Meta will only allow optimization for Purchase events and the ProfitMetrics custom events will not be available.

  1. Continue creating the campaign.
Part 2: Create Eight Ad Sets

Create 8 ad sets, each optimized for one of the following ProfitMetrics events:

  1. PM Gross Profit
  2. PM Gross Profit – New Customers
  3. PM Gross Profit – Returning Customers
  4. PM Gross Profit – New Customers (LTV 28 Days)
  5. PM Revenue
  6. PM Revenue – New Customers
  7. PM Revenue – Returning Customers
  8. PM Revenue – New Customers (LTV 28 Days)

For each ad set:

  • Select the corresponding ProfitMetrics custom event as the Performance Goal.
  • Use the same audience and ad if preferred—the content itself is not important for this test.
Part 3: Budget

Set a very small budget.

Recommended:

  • €1/day campaign budget

or

  • €1–2 per ad set

The purpose of this campaign is not to generate sales, but simply to trigger each custom event so Meta recognizes it. 

Part 4: Let the Campaign Run

Allow the campaign to run for approximately 20 minutes (or until it spends a small amount).

Once Meta receives activity for each event, it will activate them internally.

After this, the ProfitMetrics custom events become available for:

  • Custom Columns
  • Custom Metrics
  • Marketing Channels inside ProfitMetrics
  • Reporting
Part 5: Create Your Custom Columns

Once the events have been activated:

  1. Go to Ads Manager.
  2. Click Columns.
  3. Select Customize Columns.
  4. Create your custom metrics using the relevant ProfitMetrics event.

Examples include:

  • PM Conversions
  • PM Revenue
  • PM Gross Profit
  • PM Gross Profit After Ad Spend
  • PM POAS
  • PM Revenue ROAS

Follow the custom column setup guide for the exact metric formulas. (Create custom columns⁠)

Frequently Asked Questions

Why can’t I see the PM events?

If the events are not visible, Meta has most likely not activated them yet.

This usually means the test campaign has not been created or has not spent enough budget.

Can I skip the test campaign?

No.

This is currently a Meta platform requirement. There is no API or setting within ProfitMetrics that can activate these events automatically. The test campaign is required before Meta exposes the events for reporting.

Can I pause or delete the campaign afterwards?

Yes.

Once the events have become available in Ads Manager, the campaign has served its purpose and can safely be paused or deleted.

That’s it!

Your ProfitMetrics custom events are now activated and ready to be used for reporting, custom columns, and campaign analysis inside Meta Ads Manager.