Meta (Facebook and Instagram)

For Meta, Leadwon sends events to the Conversions API straight from your site: the Facebook click ID (fbclid) of the visit, plus the email address, phone number and name, hashed with SHA-256 before they leave your site. Meta matches the event to the person who saw or clicked your ad and uses it to optimise your campaigns.

Set up

1. Open Leads → Ad platforms. If the Meta pixel is on your site, Leadwon finds its Dataset (pixel) ID and fills it in.
2. In Meta Events Manager, open the dataset, then Settings → Conversions API → Generate access token. Paste the token into Access token.
3. Choose the events. By default, qualified leads are sent as QualifiedLead and won deals as Purchase, which lets Meta optimise for value. Leave a field empty to not send that event.
4. Save.

Test it

Copy a test event code from Events Manager → Test events, paste it into Test event code and click Send test event. The event appears in Events Manager within a few seconds. Remove the code afterwards: events with a test code are not used for your ads.

Ad spend

To import what your Meta ads cost, enter the Ad account ID, shown in Ads Manager next to the account name. The access token of the dataset usually cannot read costs; use a token with the ads_read permission, for example of a system user in Business Settings, under Access token for ad spend.

Meta does not pass campaign names on its own. To see them in your reports, add these URL parameters to your ads:

utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}}

Good to know

• Meta accepts an event up to 7 days after the status change. If sending is held up for longer, for example while the license is inactive, that event is not sent.
• Leads without an fbclid can still be matched by their hashed contact details. Nothing is sent for visitors who refused marketing cookies in your consent banner.
• Your Meta pixel keeps counting form submissions on the website as before. Leadwon adds what happens after the form.