checkout flow (ex: click, landing page on checkout button) fbq('track', 'InitiateCheckout'); Lead Track when someone expresses interest in your offering (ex: form submission, sign up for trial, landing on pricing page) fbq('track', 'Lead'); Purchase Track purchases or checkout flow completions (ex: Landing on "Thank You" or confirmation page) fbq('track', 'Purchase', {value: '0.00', currency: 'USD'}); Start trial Track the start of a free trial of a product or service you offer (ex: trial subscription) fbq('track', 'StartTrial', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'}); Subscribe Track the start of a paid subscription for a product or service you offer fbq('track', 'Subscribe', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'}); View content Track key page views (ex: product page, landing page, article) fbq('track', 'ViewContent'); 17 Source: https://www.facebook.com/business/help/402791146561655