Meta Ads optimisation (Conversions API)

What it does

When someone clicks your Facebook or Instagram ad and lands in your CRM, Meta only knows they clicked. This integration tells Meta what happened next: they became a qualified lead, or they paid. Meta then shows your ads to more people like the ones who actually convert, instead of anyone who likes tapping ads.

It works for two ad types: lead form ads (instant forms) and ads that open a WhatsApp, Messenger or Instagram chat. Website pixel campaigns are not affected.

Setting it up

A stage can send more than one event. That is useful because Meta's lead form campaigns optimise on the Lead event, while ads that open a chat can only optimise on shopping events such as Initiate checkout. Selecting both on your Qualified stage feeds both campaign types from the same pipeline.

1. In Meta Events Manager, open your dataset, go to Settings, and generate a Conversions API access token.
2. Copy the dataset ID from the same page.
3. In WorkflowHQ, open Settings, then Integrations, then Apps, and find the Meta Ads (Conversions API) card.
4. Paste the dataset ID and token, pick your pipeline, and choose which event each stage should send.
5. Use the optional test event code from Events Manager to check events arrive, then save.

How events reach Meta

Moving an opportunity into a mapped stage sends the event automatically, whether a teammate drags the card, your AI agent marks a lead, or a workflow moves the stage.

Leads from a WhatsApp ad are matched to the exact ad click; leads from an instant form are matched to the exact form submission. WhatsApp ad events go to the dataset linked to your WhatsApp Business account, which WorkflowHQ finds automatically, so you never manage that yourself.

In your ad set, choose the matching dataset and event as the conversion goal. Give Meta a couple of weeks and a steady flow of qualified leads before judging results.