Meta Conversions API

The Conversions API card tells Meta what happened to a lead after the ad: it turned warm, turned hot, booked a meeting, reached a pipeline stage you care about, or became a customer. Meta then shifts delivery toward people who look like the leads that got somewhere, instead of everyone who filled in a form.

You find it under Settings > Lead Sources, on the Meta Ads tab. It is switched on per workspace.

Set it up#

1. Switch the card on and turn on the moments you want to report.
2. If you turned on Reached a stage you pick, tick the stages. Until at least one is ticked, no stage event is sent.
3. Under Send events to, pick the Meta dataset (it is read off your Meta connection).
   • If yours is not listed, select Not listed? Enter a dataset ID instead.
4. To check the connection, send a test event (see Send a test event).
5. Under Set it up in Meta for me, pick a moment and select Create the conversion in Meta.
   • Do this once for each moment you want to optimise for. The conversion carries the event's name.
   • If you have more than one ad account, pick the one the campaign runs in.
   • The dataset has to be connected to that ad account. If it is not, the card says so. Add it in Meta Business Settings under Data sources, Datasets, the dataset, Connected assets.
6. In Ads Manager, point your campaign at the conversion.

Important

Until your campaign points at the conversion in Ads Manager, Meta receives the events but does not buy against them.

Last events sent on the card shows the latest events, what each was matched on, whether Meta accepted it, and the event name it was sent as. It refreshes when you come back to the tab.

Send a test event#

Any manager can send one test event to check that the dataset and token work.

1. In Meta Events Manager, open your dataset, then Test events, and copy the test code.
2. Paste it into Test event code on the card.
3. Select Send test event. Meta receives an event named Gene Test Event for a made-up person, so it never attaches to a real lead or ad.

Without a test code, Send test event still works, but the test event lands in your live reporting. With a code set, every event the card sends is kept out of live reporting, so clear the code when you are done.

What Meta receives#

Each moment reaches Meta as its own event, with its own name. Meta can tell them apart, Events Manager lists them separately, and you can build a conversion on any one of them.

• Each moment is sent once per lead, however many times it happens again.
• Every event is marked as coming from a CRM (Gene App) and carries the time it happened.
• Every event has a fixed event id per lead and moment, so Meta also drops a repeat on its side.

These are custom names rather than Meta's standard Lead, Schedule and Purchase. Your website pixel usually sends Lead to the same dataset when someone fills in a form. A warm lead sent as Lead would be counted together with every form fill.

The moments#

Lead turned warm and Lead turned hot#

These follow the lead's temperature, whoever sets it: Gene's AI during the conversation, a booking (which makes a lead hot), or someone on your team. You can switch each one on or off.

A lead that goes straight to hot also counts as warm. So a conversion built on Gene Warm Lead includes every hot lead too.

Reached a stage you pick#

• Sends an event only for the stages you tick. Reaching any other stage sends nothing.
• Counts however the lead got there: moved by hand, by Gene's AI, or automatically (a reply, a handover, a booking).
• Each stage is its own event, named after the stage.
• If you rename a stage, its event is renamed too, so build its conversion again afterwards.

Booked a meeting#

Fires when the lead books a call or viewing. A reschedule does not count as a second booking.

Closed won#

Fires when the deal is won, whichever way: marked won, moved onto the Won stage (one deal or several at once), or through the AI sidebar.

How Meta matches the lead#

• Leads from a Meta lead form are matched by the lead id Meta gave Gene App when the lead arrived. No personal details are sent.
• Leads from your own website or landing page are matched by their email, phone and name, scrambled (hashed) before they leave Gene App, plus the ad click id when the lead arrived with one.

A lead with nothing to match on (no email, phone, name or click id) is not sent.

Tips#

• Pick the stages that really mean a good lead (a viewing done, an offer made). Early stages every lead passes through tell Meta very little.
• Keep the fbclid click id on your landing page URLs. Leads that arrive with it match far better than name and email alone.

Troubleshooting#

Events not arriving#

The Meta account you connected normally has the access Gene App needs. If it cannot reach the dataset, select Events not arriving? Add a Conversions API token and paste a token from Events Manager. It is stored encrypted.

Test mode is on#

While a test event code is set, every event the card sends is kept out of your live reporting, real leads included. The card shows Test mode is on for as long as a code is set. Select Turn off test mode (or clear the Test event code field) when you are done testing, so your events count again.

Earlier setups#

• Workspaces that had AI-qualified switched on now have both Lead turned warm and Lead turned hot switched on, which covers the same leads.
• Workspaces that had the old "any pipeline stage" switch on keep the switch, with no stage ticked. No stage event is sent until someone ticks one.