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Action Selector
Wilow lets you rank and filter Meta ads by a specific conversion event — purchases, leads, or any custom action — instead of a platform-averaged conversion score.
Most ad analytics platforms report conversions as a single aggregate number. All conversion events: purchases, leads, add-to-carts, trial signups: get rolled into one column. Wilow's action selector lets you choose exactly which conversion action to judge your ads by, so the performance data you are reading reflects the outcome that actually matters for your campaign.
A Meta ad account often tracks multiple conversion events simultaneously: a purchase event, a lead form submission, an add-to-cart, a trial signup. When these are aggregated into a single conversion score, the metric becomes ambiguous. A high conversion rate might be driven by cheap add-to-carts, masking a poor purchase rate. An ad with a low overall conversion count might have a very strong purchase conversion rate that an aggregate view buries. Most platforms aggregate all conversion events into a single composite figure. This makes it difficult to isolate the signal that actually matters for a given campaign or account objective.
Wilow's action selector surfaces every conversion event being tracked in your Meta ad account. Choose the one you want to use as your primary signal: website leads, purchases, app installs, any custom conversion event you have set up: and the Creative Leaderboard and Label Management pages re-rank and re-sort based on that action alone. The other events do not disappear; the selector tells Wilow which one is the north star for the current session.
The specificity of a single, named action produces a more accurate read of creative performance than any platform-averaged conversion score. A $10 website lead and a $200 purchase are not the same signal. Treating them as one: or letting a platform decide the weighting: introduces noise into creative decisions that compounds over time. With a named action selected, the CPA shown is cost per that specific action, and the ranking reflects which creative is driving the most of that action efficiently.
The action selector is not isolated to one view. It surfaces across both the Creative Leaderboard and the Label Management page, using the same filtering system. Switch from purchases to website leads and both views update: the leaderboard re-ranks, the label management table re-sorts. This makes it easy to compare: do the same creatives top the leaderboard regardless of the conversion event, or does the ranking shift when you switch from leads to purchases? That shift is a creative performance signal.
The action selector populates from the actual conversion events in your connected Meta ad accounts: it is not a fixed list. Any custom conversion you have set up in Meta, any standard event you are firing, appears as an option. If you add a new conversion event to your Meta pixel or dataset, it shows up in Wilow on the next sync.
The action selector is available on Wilow's free plan. Connect up to 3 Meta ad accounts and see 30 days of conversion data by action, free. No credit card required. Pro is $50/month for up to 10 ad accounts and 12 months of history.