QualimizeQualimize

Meta Conversions API

Meta Conversions API, explained

The Conversions API lets a server tell Meta what happened after the ad. Qualimize uses it to send every sales outcome your team records, from the first call to the closed deal, so Meta can find more people who actually buy.

Book 1:1 DemoSee how it works
  • 4 outcome events
  • Personal data hashed
  • Every send visible in Settings

01 · What it is

A feedback loop from your sales team to Meta

Meta can see who filled your form. It can't see who picked up, who qualified or who paid. The Conversions API is how that answer gets back to it.

  1. Meta lead: Someone submits your Instant Form or website form
  2. Lands in Qualimize: Synced into your pipeline and assigned to a rep
  3. Rep updates status: Contacted, Pre-Qualified, Qualified, Converted
  4. Sent to Meta: The outcome goes back as a Conversions API event
  5. Meta learns: Which leads became customers, not just who filled the form
  6. Finds more like them: Delivery leans toward people who look like your buyers
  7. Better-matched people see your ads, and the next leads come in

02 · Pixel vs Conversions API

The pixel sees the click. The server sees the sale.

A pixel reports what happens in a browser. Server events report what happens in your business, including the deal closed on a phone call days later.

Browser pixel

Fires from the visitor's browser

  • An ad blocker can stop the event from firing.
  • The visitor can leave before the page finishes loading.
  • Browser changes can affect how events are passed between sites.
  • It only sees website actions. A sale closed on a call days later never reaches it.
Sale closed on a call, day 3: not visible

Conversions API

Sent from Qualimize's server

  • Not affected by ad blockers or closed tabs: nothing runs in the visitor's browser.
  • Carries what happens after the form: the call, the qualification, the sale.
  • Queued and retried if Meta does not accept it the first time.
  • Personal details are hashed (SHA-256) before they are sent.
Sale closed on a call, day 3: sent as Purchase

Reasons for lost browser events are from Meta’s developer documentation. For website events, Meta recommends using the pixel and the Conversions API together. Qualimize adds the outcomes a pixel can’t see.

03 · How Meta learns

Meta learns from volume. Pick an event it sees often.

Each ad set optimises toward one event. According to Meta, an ad set needs about 50 of that event in the 7 days after its last significant edit to leave the learning phase. With fewer, Ads Manager can show it as Learning limited.

Pick an event that happens often enough

A deeper event such as Qualified is a stronger signal, but it only helps if it happens often enough. If an ad set sees only a handful a week, optimise on a more frequent stage such as Contact or Lead, and move deeper as volume grows. Fewer, better-fed ad sets learn faster than many thin ones.

Meta’s Conversion Leads goal

For Instant Form campaigns, Meta offers a goal that optimises for leads more likely to convert, using CRM stages sent through the Conversions API. Meta asks for at least 200 leads a month, data sent at least daily, a stage reached within 28 days with a 1 to 40% conversion rate, and the Meta lead ID on each event.

Qualimize sends the lead ID on system_generated events within minutes. Meta’s spec also lists two CRM fields Qualimize does not send today, so we don’t claim Conversion Leads support yet.

04 · Setup

Four steps, all in Settings

On your demo call our team sets this up with you on your own Meta account.

  1. Settings · Meta Connection

    Connect Meta

    Add your Pixel / Dataset ID, Facebook Page ID and a System User access token. The token is stored encrypted.

  2. Settings · Lead Sync

    Choose your lead forms

    Connect the Instant Forms you want in your pipeline. Each lead keeps its Meta lead ID, the key Meta matches outcomes on.

  3. Settings · Ad Optimization Signals

    Map statuses to events

    The four defaults are set for you. Map any of your own statuses to the same four events.

  4. Settings · CAPI Diagnostics

    Send a test event

    Paste the test code from Meta Events Manager and send a Contact event. Watch it arrive in Test Events.

Swipe for all 4 steps →

05 · Honest limits

Where it works, and where it doesn't

CAPI feedback depends on Meta having something to match the outcome to. Here is where that is true today, so you can decide before you book a demo.

  • Instant Form lead ads

    Works

    Meta lead ID, the exact key Meta uses, plus hashed email and phone

  • Your website forms

    Works

    Meta's browser click and cookie IDs (fbc, fbp), when the form passes them to Qualimize's lead webhook, plus hashed email and phone

  • Click-to-WhatsApp and message ads

    No feedback today

    The ad click ID is recorded on the conversation but not sent to Meta

  • Leads with no match keys

    Little to match

    No Meta lead ID, no click IDs, no email or phone: Meta has little to match an outcome to

  • Outcomes nobody records

    Nothing to send

    CAPI only reports the statuses your reps set

How it is built

Built on Meta’s official APIs, not workarounds

Your ad account and your customer data are the two things you cannot afford to get wrong. Here is exactly how both are handled.

  • Official Meta integration

    Lead Ads sync and Conversions API events run through Meta's own Marketing API, not a scraper or a third party middleman.

  • Server side events

    Outcomes are sent from our servers with automatic retries, and a test event tool in Settings so you can verify delivery before you rely on it.

  • Encrypted credentials

    Meta access tokens are encrypted at rest. Every workspace is a separate organization with no shared data between customers.

  • Permissions by design

    Five roles with granular permissions, so managers see the whole pipeline and reps see their own book.

06 · CAPI FAQ

Quick answers

The questions advertisers ask before they connect their Meta account.

Want the bigger picture on lead quality?
How to get more qualified leads from Meta Ads

It is Meta's server-to-server channel for events. Instead of relying only on a browser pixel, your server tells Meta what happened. Qualimize uses it to report the sales outcome a rep records on a lead, such as Contacted, Qualified or Converted.

Contacted sends Contact, Pre-Qualified sends Lead, Qualified sends SubmitApplication and Converted sends Purchase. These four defaults are fixed. You can map your own extra statuses to the same four events in Settings under Ad Optimization Signals.

For website events, yes. Meta recommends sending website events from both the pixel and the Conversions API. Qualimize's events are different: they report what happened to a lead after the form, on calls and in your pipeline, which a website pixel never sees.

No. Email, phone, name and location fields are normalised and hashed with SHA-256 before they leave Qualimize, using Meta's official Business SDK. The Meta lead ID is sent as is, because it is Meta's own ID. Meta access tokens are encrypted at rest.

A status change queues the event instantly, and the queue is sent every 5 minutes. If Meta does not accept an event, it is retried with growing delays, up to 6 attempts. Each lead sends each status only once, however many times it is moved back and forth.

Not today. Qualimize records the click ID on WhatsApp conversations that start from an ad, but it does not send outcomes back for message ads. CAPI feedback covers Instant Form lead ads and website form leads that carry Meta click IDs.

Settings has a CAPI Diagnostics page that lists every event sent, whether Meta accepted it, and why not if it failed. It also has a test tool that sends a Contact event with your test code, so you can watch it arrive in Meta's Test Events tool before relying on live events.

The deepest stage that happens often enough. Meta needs a steady volume of an event in each ad set to learn from it. Qualimize's Ad Optimization Signals page shows how many of each event were sent in the last 7 days against a goal of 50 and suggests the deepest one that reaches it.