Facebook Conversion Tracking

Sending conversion data — not just clicks — helps Meta's algorithm target people more likely to become real customers.

Set up a Meta pixel

1. In Meta's Events Manager, choose Connect Data Sources, select CRM/API connection, create a pixel.
2. For browser-side tracking, paste the pixel code into your funnel's header tracking section.
3. Generate an Access Token and note your Dataset (Pixel) ID.

Send conversion data from a workflow

Add a Facebook Conversions API action triggered by a form submission, lead form, appointment booking, or pipeline stage change. Configure event type, access token, pixel ID, and customer info. Events are automatically deduplicated.

Close the loop on lead quality

1. One workflow triggered by Facebook Lead Form Submitted, sending the initial event and creating an opportunity.
2. A second triggered as that opportunity moves through pipeline stages, sending an updated event back to Meta.

A note on attribution

The contact needs existing Facebook attribution data (fbclid/fbc) from the original ad click.