Conversion API and pixels

Conversion tracking sends the results of your marketing back to Meta and Google so they can measure and improve your ads. The Meta Conversions API sends events from a server directly to Meta, which can reduce data lost to browser restrictions and ad blockers. Used alongside the Meta Pixel, it can give a more complete view of customer activity.

For a local service business, this tells the ad platforms which clicks became qualified leads, booked appointments or closed deals.

Options include:

• Funnel events: create a Meta Pixel in Events Manager, add the Pixel code to your funnel or website, then create a Facebook Conversions API workflow.
• Lead events: HLB can send Meta updates as leads move through your pipeline stages, with the CRM as the data source.
• Event pages: add a Meta Pixel ID to an individual event under Settings, then Link & tracking, and map actions such as RSVP completed or ticket order completed to Meta events.
• Google offline conversions: create a conversion action in Google Ads that records conversions outside your website. Then add the Add to Google Ads workflow action after a form, order form, survey, call status or customer replied trigger, and set a currency and value.
• Backup tracking script: a precautionary Google Ads script, set to run hourly, can apply tracking parameters if your standard tracking template does not.

For the access token, go to Meta Events Manager, then Data Sources, select your Pixel, open Settings and find the Conversions API section. Click Generate Access Token or Create Access Token, complete any prompts and copy the token. The token is the key that lets events be sent to Meta.