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FUNNELSTREAMS

Integration & Widget · 2 min read

Facebook Conversion Leads

Conversion Leads tells Meta which of your Facebook lead ad leads turned into real customers. Meta then optimizes your ads for quality leads instead of just more leads.

Funnel events vs. lead events

FunnelStreams can send two kinds of Conversions API events:
  • Funnel events: what people do on your funnel or website, such as page views, purchases, and sign-ups.
  • Lead events: how a lead moves through your pipeline stages. Conversion Leads uses these.

Is it a good fit?

Conversion Leads works best when you:
  • Run Facebook or Instagram lead ads with instant forms, mapped into FunnelStreams.
  • Keep the Meta Lead ID (15–16 digits) on the contact. This comes in automatically through the lead ads integration.
  • Get at least 250 leads a month.
  • Can send updates at least once a day. Workflows do this automatically.
  • Have a target stage that happens within 28 days of the lead coming in, and converts at 1–40%.

Step 1: Create a pixel

In Meta Events Manager, create a pixel (dataset) for your business, or use your existing one. Generate a Conversions API access token in the pixel's settings and copy the Pixel ID. Keep the token private.

Step 2: Workflow 1 – create the opportunity

  1. Go to Automation > Workflows and create a workflow.
  2. Trigger: Facebook Lead Form Submitted, filtered to your form.
  3. Action: Create/Update Opportunity in the pipeline you use for these leads.

Step 3: Workflow 2 – send stage changes to Meta

  1. Create another workflow with the Pipeline Stage Changed trigger, filtered to that pipeline.
  2. Add the Facebook Conversion API action. Enter your Pixel ID and access token.
  3. Set the event name to match the stage, for example "Qualified" or "Converted."
  4. Publish.

Step 4: Check in Meta

In Events Manager, watch for your lead events. Once Meta has enough data, choose conversion leads optimization in your lead ad campaign.

Tips

  • Keep stage names consistent so the events in Meta are easy to read.
  • Don't move leads backward and forward between stages for testing on a live pixel.

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