The Facebook Conversions API (CAPI) lets you deliver personalized advertising while maintaining data privacy by sending web events directly to Facebook from your servers. If you use a Facebook pixel to track events for your ads, you add the pixel code to your funnel and funnel steps, then send the events to Facebook with a workflow.
A funnel event records web actions such as a visitor viewing a page, submitting a form or survey, booking an appointment, or completing an order form. This guide walks through the full funnel-event setup: create the pixel, apply the code to your funnel or website, and build the Conversion API workflow. For pipeline-based lead events instead, see the Facebook Conversion Leads Walkthrough.
Create a pixel by going to your Facebook Business Manager (also called Meta Business Suite). On the left, open the Events Manager tab.
Ensure you are connected to the correct ad account with all the required access to that Facebook Page.
On the left sidebar, click Connect Data Sources.
Choose Web in the options that appear, then click Next.
If you already have pixels, choose one or create a new pixel. Click Create new Pixel or use an existing pixel, then click Continue when the details are added.
It will ask for the URL of the website or funnel where you will add your pixel code.
Add the domain of the funnel or website where you will add the pixel code, then click Check. If the domain is eligible, you will see a green checkmark. Once you see it, click Next.
In the Choose how to connect your website popup, choose the first option, Meta Pixel and Conversions API.
On the instructions screen, click See Instructions under Conversions API.
You will land on the Overview tab for the manual implementation process. Read the instructions, then click Continue.
On the Select Events tab, use the dropdown to choose the industry you are setting up this pixel for, choosing the one most relevant to your practice.
Select all the events you want to send to Facebook, then click Continue.
On the Select Parameters tab, a few Event Detail Parameters are already checked. Also check Event ID, as the Best Practices tooltip recommends.
Under Customer Information Parameters, Client User Agent is already marked. Also check Client's IP Address, First Name, Client ID, Email, Business ID, and Last Name. You need to select at least the same checkboxes for every event you added to this pixel.
Review the setup and confirm the parameters for each event, then click Continue.
Click Finish.
Now configure the browser pixel event. Select Set up Meta Pixel.
In the Connect website activity using Pixel popup, choose Install Code Manually.
Click Copy Code to copy the Meta pixel code.
Keep the Meta browser tab open and navigate to your Aesthetix CRM account.
Go to Marketing in the left sidebar, then to Funnels or Websites depending on where you built the site associated with the domain you used in your pixel setup.
To track a specific page or step, click Edit, then preferably Edit in a new tab to open the funnel builder.
Inside the builder, click the code icon and paste the copied code into the Header Tracking section, then click Save.
To track the browser event on all pages or steps, open funnel or website settings and paste the code into the Head tracking code section.
Save your changes.
Navigate to Marketing > Workflows and open your Lead Capture workflow (or create one).
Open the funnel-event workflow, for example a Facebook Ads campaign workflow. Configure the input trigger and filter.
Add a filter to choose the specific form, calendar, order form, or survey you want to track pixel conversion events from.
Click Add Action, search for and select the Facebook Conversion API action, and optionally name it. In the Event Type dropdown, choose Funnel Event.
For the Access Token, go to Meta Events Manager > Data Sources > Settings, scroll down, and click Generate Access Token. Copy it and paste it into the action.
For the Pixel ID, go to Meta Events Manager > Data Sources > Settings, scroll down, and copy your Dataset ID (this is the Pixel ID). Paste it into the Pixel ID field.
Paste the Access Token and Pixel ID into their respective fields in the Facebook Conversion API action.
Save the action, then save and publish the workflow.
For Lead Value, use an assumed value such as 1000 or 2000 so you can gauge what each lead contributes to your pipeline.
When configuring the pixel and CAPI action, these parameters are recommended:
Event Detail Parameters: Event Source URL (plus Event ID as noted in Step 1).
Customer Information Parameters: Client IP address (do not hash), Client user agent (do not hash), Email address, First Name, Surname, Browser ID (fbp) cookie (do not hash), and Click ID (fbc) cookie (do not hash).
Meta requires the domain of your funnel or website to be verified and on your allow list before it will accept events. You can verify a domain by adding a meta tag to your site. If Facebook has blocked or not yet verified your domain, your events will not appear.
Use a real input trigger to test. The Test Workflow button works for testing conversions, but if you have trouble, publish the workflow and test with a real input trigger: Form Submission, Survey Submission, Customer Booked Appointment (the booking widget trigger), or a 2-step order form.
Appointments: For appointments, the CAPI action works with Customer Booked Appointment (the widget trigger), not the general Appointment trigger.
Lead Value: Lead value is required only if you use the Purchase event; otherwise you can leave it blank.
No test events showing? Check the Diagnostics tab in Events Manager for errors. A common cause is Facebook blocking the domain, so check Settings and scroll to Domains In Your Allow List to approve the domain.
Funnels: Building and editing the funnel or website where you paste the pixel code lives in the Funnels collection.
Workflows: The Facebook Conversion API action and the Form Submitted, Survey Submitted, Customer Booked Appointment, and Order Form Submission triggers live in the Workflows collection.
Lead events: For pipeline-based lead events instead of funnel events, see the Facebook Conversion Leads Walkthrough and the Facebook Conversions API (CAPI) guides.
Which triggers can I use for a funnel event?
Form Submitted, Survey Submitted, Customer Booked Appointment, and Order Form Submission. You can use them individually or in combination. For appointments, use Customer Booked Appointment, not the general Appointment trigger.
Which Event Detail Parameters do I need?
Event Source URL, plus Event ID as recommended during pixel setup.
Which Customer Information Parameters can I use?
Client IP address, Client user agent, Email address, First Name, Surname, Browser ID (fbp) cookie, and Click ID (fbc) cookie. Do not hash the IP, user agent, fbp, or fbc values.
Can I use custom values for the Access Token and Pixel ID?
Yes. Custom values work in both fields.
Why isn't the {{Order.Amount}} custom value working with the Order Form Submission trigger?
{{Order.Amount}} only works with the Order Submitted trigger because it relies on a completed payment. Order Form Submission fires before payment is processed, so the amount is not finalized yet.
Why don't I see test events in Facebook Business Manager?
Check the Diagnostics tab for errors. Often the domain is blocked, so add it under Settings > Domains In Your Allow List.
How is event deduplication handled?
Automatically. Funnels generate an eventId and store it with the contact's attribution data. When the Conversion API action runs, the same eventId is sent to Meta so it can deduplicate browser and server events. No extra setup is required.
Why is Facebook reporting the conversion as "Custom Event" when I selected "Lead"?
This happens when you send test data. On a live conversion it will show as Lead.
Does the Test Workflow button work for testing FB conversions?
Yes. If you still have trouble, publish the workflow and test with a real input trigger such as a form or survey submission.
