Meta Ads
Send LeadJourney offline conversions back to your Meta Pixel so Meta can optimise toward real outcomes – qualified leads, booked calls and won deals – instead of raw form fills.
Meta's algorithm only optimises toward the events it can see. Out of the box that's usually a form submit – so Meta happily finds you more people who fill in forms, even if those leads never qualify or buy. Training your Meta Pixel means feeding the real outcomes from your CRM back to Meta, so it learns who your good leads actually are and goes looking for more of them.
LeadJourney handles the whole offline conversions part for you: it matches each CRM event back to the original ad click and sends it to Meta through the Conversions API – no manual uploads, no spreadsheets.
Before you start
Two things need to be in place first:
- Meta Ads is connected and your ad accounts are mapped to a pixel with a valid Conversions API token – see Connect Meta Ads.
- Your events exist in LeadJourney and are receiving data from your CRM – see Events & the Events Manager.
How it works
- You decide which events should be sent to Meta.
- As soon as the first matching conversion comes in, LeadJourney sends it to Meta via the Conversions API.
- You approve those events inside Meta's Events Manager – Meta always asks you to confirm that incoming events are really yours.
- You point your campaigns at the event by choosing it as the optimisation event at the ad set level.
Step by step
Choose which events to send back to Meta
Open the Events Manager in LeadJourney (Settings → Events). For every event you want Meta to optimise toward, turn on Send back to Ads?.
Pick the events that represent real value – e.g. QualifiedLead, BookedCall or
WonClient – rather than every event you track. The whole point is to teach Meta to find
quality, so send the milestone that best reflects a good outcome for your business.
Let the first conversion flow through
You don't need to do anything else here – once an event has Send back to Ads? enabled, LeadJourney sends each matching conversion to Meta automatically through the Conversions API.
In Meta's Events Manager, these conversions show up labelled “Event by LeadJourney” – that's how you know the connection is live and data is arriving.
Nothing in Meta until you've actually had a conversion? That's expected. LeadJourney only sends an event once a real, matched conversion comes in from your CRM. Send a test conversion if you want to confirm the pipe end to end.
Approve the events in Meta's Events Manager
This step is important and easy to miss. Meta won't use an event for optimisation until you confirm it belongs to you.
Go to your pixel / dataset in Meta Events Manager. For each event LeadJourney sends, Meta asks whether this event is yours and should be tracked – approve / confirm every one. Until you do, Meta may receive the data but won't let you optimise toward it.
Approve every event
Repeat this for each event you enabled in Step 1. A newly added event will need approving in Meta too, even if your earlier events are already approved.
Optimise toward the event at the ad set level
Now tell Meta to actually use it. In Meta Ads Manager, open the ad set and choose your LeadJourney event as the conversion / optimisation event. From then on, Meta optimises delivery toward people likely to trigger that outcome.
Roll it out gradually – don't flip everything on day 1
It's tempting to switch your whole account over to LeadJourney events immediately. Don't. Changing the optimisation event resets the learning phase, and you want proof it works before you bet the whole account on it.
Recommended: A/B test first
- Duplicate one ad set and set the copy to optimise toward your LeadJourney event, while the original keeps its current setup.
- Let both run as a clean A/B test until you have enough data to compare.
- Only if the results are positive, gradually roll the LeadJourney event out to the rest of your ad sets.
This way you validate the change with real numbers instead of switching blind.
Troubleshooting
Events not optimising in Meta?
Work through the chain:
- Is Send back to Ads? enabled on the event in LeadJourney?
- Has at least one real conversion been received and matched in LeadJourney?
- Do you see “Event by LeadJourney” in Meta's Events Manager?
- Did you approve the event in your Meta pixel / dataset?
- Is the event selected as the optimisation event at the ad set level?
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