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Most artists running Facebook or Instagram ads have no idea if those ads are actually driving streams. They see impressions, reach, maybe some clicks to their LNKN page— and then silence. The connection between "someone saw my ad" and "someone clicked Spotify" is invisible. Custom conversions fix that.
What LNKN tracks by default
When you connect your Meta Pixel in LNKN's Integrations tab, two standard events fire automatically. A PageView event fires when someone lands on your page — the sameevent that fires on any website. A ViewContent event fires every time a fan clicks one of your links, and it includes the link title and your page name.
These standard events are useful on their own. You can build retargeting audiences of everyone who visited your page, or everyone who clicked any link. But they don' tell Meta which specific link mattered to you — and that's where custom conversions come in.
What the LinkClick custom event gives you
With custom link click events enabled, LNKN fires a second event called LinkClick alongside the standard ViewContent. This event includes three pieces of structured data:
the link title (e.g. "All My Friends"), the link type (stream, standard, etc.), and the streaming platform if it's a stream link (spotify or appleMusic).
Because the data is structured, you can filter on it. Instead of "someone clicked something," Meta now knows "someone clicked the Spotify link for All My Friends."
How to set it up in LNKN
Go to your page, open the Integrations tab, and find the Meta Pixel card. After entering your Pixel ID and enabling the integration, you'll see a toggle for Custom link
click events. Turn it on. That's it — LNKN handles the rest on your public page automatically.
Setting up custom conversions in Meta
Once events are flowing, go to Meta Events Manager and select your pixel. Under Custom Conversions, create a new conversion. Set the event to LinkClick, then add a
filter: content_name equals the title of the link you care about — for example "All My Friends". For stream links, you can also add a second filter: platform equals
spotify.
Name it something descriptive like "Link Click - All My Friends - Spotify" so it's easy to find in Ads Manager.
Using it in your ad campaigns
When you create an ad campaign in Meta Ads Manager with the Conversions objective, you can now select your custom conversion as the optimization goal. Instead of
optimizing for "traffic" or "link clicks to your website," Meta will specifically optimize toward people who are likely to click your Spotify link.
This matters because Meta's algorithm learns from conversions. When you tell it "these are the people who matter — the ones who actually stream," it finds more people who
look like them. Over time, your cost per stream goes down.
Building retargeting audiences
Custom events also unlock more precise audiences. In Meta Audiences, you can create a custom audience of everyone who triggered a specific LinkClick event in the last 30,
60, or 180 days. Some ideas: retarget fans who clicked your Spotify link but not Apple Music with a "now available on Apple Music" campaign. Exclude people who already
clicked your latest release from a new acquisition campaign so you're not paying to reach people who already converted. Create a lookalike audience based on your Spotify
clickers to find new fans who match the profile of people who actually stream your music.
The bottom line
Running ads without conversion tracking is guessing. With Meta Pixel's standard events you know your page got traffic. With custom link click events and custom
conversions, you know your ads drove streams on Spotify, clicks on Apple Music, and exactly which songs are connecting — all measurable, all optimisable, all in your Meta
Ads dashboard.