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  • Sign in to Meta Events Manager and open Custom Conversions → Create custom conversion.
  • Name the conversion NC Purchase and select the ncPurchase event.
  • Choose Purchase as the optimization event and add a URL rule of doesn’t contain doesnotexist.
  • Share the conversion with every ad account that needs to use it.
What you’ll createA custom conversion that tracks new-customer purchases, so you can optimize campaigns for customer acquisition rather than repeat purchases.

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Prerequisites

Before you start, you need:

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Part 1 — Create the NC Purchase custom conversion

1

Sign in to Meta Events Manager

Sign in to Meta Events Manager at business.facebook.com/events_manager.
2

Open Custom Conversions

In the left-hand menu, click Custom Conversions, then click Create custom conversion in the top-right.
3

Name and select the event

In the Create a custom conversion dialog:
  • Name: NC Purchase
  • Event: select ncPurchase
If you don’t see ncPurchase in the Event dropdown, return to Meta Events Manager and verify the event first. See How to verify the NC Purchase event.
4

Set the optimization event

In the Choose a standard event for optimization field, select Purchase. This tells Meta to optimize delivery using its Purchase model when this custom conversion is used.
5

Configure URL rules

Under Rules:
  1. Choose URL as the parameter
  2. Select doesn’t contain as the condition
  3. Type doesnotexist in the value field
  4. Press Enter until the value becomes a light-grey tag
  5. Click Create
Why this rule? Since no URL on your store contains doesnotexist, this rule effectively matches every page — so the custom conversion fires for the ncPurchase event across your entire site.

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Part 2 — Share with ad accounts

1

Open the share menu

On the Custom Conversions page, find the NC Purchase conversion you just created. Click the dropdown (kebab menu) on the right of the row, then click Share.
2

Choose Share with an Ad Account

In the share dialog, click Share with an Ad Account.
3

Select the ad accounts

Check every ad account that needs to use this custom conversion.
4

Confirm sharing

Click Share Custom Conversion to confirm.
5

Verify the conversion is shared and active

Back on the Custom Conversions page, the NC Purchase row should show:
  • Status: Active (no warning icon)
  • Shared with: the ad accounts you selected
Open one of those ad accounts in Ads Manager and confirm NC Purchase appears in the Custom Conversions list when you customize columns or pick a conversion event for a campaign.

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What’s next?

After creating and sharing the conversion, set up reporting: Set up NC-ROAS metrics in Ads Manager →