Standard events
Standard events are Meta's fixed vocabulary of event names — Purchase,
Lead, InitiateCheckout, AddToCart, ViewContent, CompleteRegistration
and others. They are the names Meta's delivery optimisation, reporting columns
and audience rules understand without extra configuration.
Why the naming matters
Campaigns optimise toward specific standard events — "optimise for Purchase"
is only meaningful if your Purchase events actually arrive under that name.
Non-standard names still appear in Events Manager, but they cannot power
optimisation goals or fill standard reporting columns, and mixing two names
for one business action splits the signal.
Standard events across pixel and CAPI
The pixel and the Conversions API share the event vocabulary: a
Lead sent by the pixel and a Lead sent from the server use the same name,
which is also a requirement for deduplication — Meta only collapses a
browser/server pair when both the event name and the event ID match.