The application sends all club sign-ups and reservations to the Facebook Conversions API as custom events. This allows you to use these events in custom audiences and custom conversions on Facebook, enabling you to target both club sign-ups and reservations as a conversion goal. These custom conversions can help provide accurate Return On Ad Spend (ROAS) calculations on your reports, but more importantly they help train your pixel with actionable data and offer opportunities for better audiences​​.