What allows advertisers to create rules for URLs with the Meta pixel to measure specific customer actions?

The correct choice is Custom Conversions. This feature enables advertisers to define specific actions taken by users on their website that they would like to track, based on the URLs associated with those actions.

Custom conversions allow advertisers to tailor their tracking to align with their business goals by establishing rules that specify which actions count as conversions. For example, if an advertiser wants to measure how many users complete a purchase or sign up for a newsletter after visiting a particular page, they can create a custom conversion that includes the URL of that page. This tool helps provide more precise data related to user interactions and assists in optimizing advertising strategies based on those interactions.

While standard events can be useful for tracking common actions such as purchases or sign-ups without needing to set specific rules for URLs, they do not offer the same level of customization that custom conversions provide. Custom events refer to user actions that are defined and tracked individually, but they require manual implementation and may not directly associate with URL tracking in the way custom conversions do. Parameters typically add additional data points to custom events or conversions but do not function independently to create rules for URL tracking.