Facebook Conversions API connects your marketing data directly to Meta so you can optimize ad targeting, lower your cost per result, and measure outcomes. The Conversion Leads setup tells Meta which of your lead ad submissions actually progress toward becoming patients, so Meta can optimize your lead ads for quality instead of raw volume.
This walkthrough covers the lead-event setup: create a pixel, then build two workflows that capture the lead and report its pipeline progress back to Meta. For web-based funnel events (page views, form and order submissions), see the Facebook Funnel Event Pixel Setup guide instead.
Aesthetix CRM supports two types of Facebook Conversions API events.
Funnel events are sent from a web server to record actions such as a visitor viewing a page, adding a product to a cart, purchasing, subscribing, or submitting an application or form. Funnel-event setup is covered in the Facebook Funnel Event Pixel Setup guide.
Lead events report how a lead moves across your pipeline stages. For example, in a lead generation pipeline, leads move from new lead to booked or abandoned. With lead events, Aesthetix CRM is the data source and sends that stage movement to Meta.
Facebook conversion leads integration helps your lead ads instant forms optimize for lead quality instead of volume. When someone submits the instant form, their contact information syncs into Aesthetix CRM. As each lead moves through your sales funnel, the integration shares the lead status with Meta so Meta can optimize your lead ad for higher lead-to-sales conversion.
Your practice is a good fit for Conversion Leads if you:
Use Facebook/Instagram lead ads (instant forms) with field mapping set up in Aesthetix CRM.
Have the 15 to 16 digit Meta Lead ID mapped to your CRM.
Generate at least 250 leads per month.
Can upload data at least once per day.
Have a target lead stage that occurs within 28 days of the lead being generated.
Have a target lead stage with a 1% to 40% conversion rate.
Pipeline Stage Changes are most often used with lead events, but they can also drive Meta CAPI funnel events when the required attribution data is available. For this to work:
The Facebook Click ID (FBCLID) must be captured when the lead first enters your system.
The FBCLID must be stored in a custom field or another accessible location in the CRM.
In the Meta Conversion API workflow action, use Custom Mapping to send the stored FBCLID to Meta.
This lets Meta attribute the conversion even when the trigger is a pipeline stage change.
For example: a user submits a Facebook lead ad, the FBCLID is stored in the CRM, the lead progresses through pipeline stages, a Pipeline Stage Change trigger fires, and the Meta CAPI action sends a funnel event using Custom Mapping and the stored FBCLID. Without a valid FBCLID (or equivalent attribution data), Meta may not be able to match the conversion event.
Go to your Facebook Business Manager (Meta Business Suite). On the left, open the Events Manager tab.
Ensure you are connected to the correct ad account with the required access to that Facebook Page.
On the left sidebar, click Connect Data Sources.
Choose CRM in the options that appear, then click Connect.
If you are setting up a funnel event instead, select the Web option here for recording those events.
In the Best Practices popup (Facebook's suggestions for using this capability), click Next.
Click Create New Pixel, or use an existing pixel, then click Continue when the details are added.
You are taken to Events Manager > Data Sources > Settings. Click Continue in front of Choose Your CRM.
Search for our provider, LeadConnector, and choose it from the dropdown. This is the underlying provider that connects Aesthetix CRM to Meta, so seeing that name here is expected.
Select Use a third-party partner to connect in a few steps (no coding required), choose LeadConnector, then click Go to Partner. Grant permission to connect with your Facebook Conversions API, and your CRM should be connected.
In Aesthetix CRM, go to Settings > Integrations and confirm your Facebook account is connected with admin permissions. Your Facebook Business Page (one you are an admin of with full access) must be integrated and the correct Facebook lead form mapped.
Under Settings > Integrations > Facebook Form Field Mapping, confirm the form is mapped correctly with its status enabled. Supported custom fields include multiple and single option types. For full mapping steps, see the Facebook Lead Ad Troubleshooting & Field Mapping guide.
You need two workflows for this to work. The first captures the lead and adds it to your pipeline with a Create/Update Opportunity action so it is tagged and categorized correctly. The second fires when the lead moves to a specific pipeline stage and pushes the conversion to Meta. Together they form a complete conversion-leads system.
Keep your Meta Events Manager > Data Sources > Settings open in a browser tab and head to your Aesthetix CRM account.
With your Facebook page integrated, go to Automation > Workflows > Create a new workflow.
Add a workflow trigger and set it to Facebook Lead Form Submitted (if that is the first stage of your conversion flow).
Add a filter to trigger only on submissions to your specific Facebook lead ad form.
Add the Create or Update Opportunity action and specify the pipeline and pipeline stage.
Default the Opportunity Name to the lead's full name using the custom value dropper.
Toggle on Allow Duplicate Opportunities for this workflow.
In Workflow Settings, enable Allow Multiple contacts.
Save your actions, then save and publish the workflow.
Create another workflow. Add the Pipeline Stage Change trigger and a Facebook Conversion API action.
Choose Lead Event as the Event Type.
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 Access Token field of the CAPI action.
For the Pixel ID, go to Meta Events Manager > Data Sources > Settings, scroll down, and copy your Pixel ID. Paste it into the Pixel ID field of the CAPI action.
Fill in the Stage Name so it accurately represents your pipeline and pipeline stage for better reporting. Use the tag icon to add the custom value of the opportunity pipeline and stage.
In Workflow Settings, enable Allow Multiple.
Save the action, then save and publish the workflow.
Test your workflow using the Facebook Lead Ads Testing Tool. Choose the correct page and lead ad form, then click Create a Lead. For details on using the testing tool, see the Facebook Lead Ad Troubleshooting & Field Mapping guide.
The event should be picked up by your Events Manager, which is waiting for events sent by your workflow. It can take up to a day to pick up an event.
After the test lead is created, go to your opportunity pipeline and move the dummy Facebook lead to another stage configured in the workflow. Then confirm the workflow status shows executed and the conversion event appears in Events Manager.
Return to the Settings tab in Events Manager to track the progress of the Conversion Leads integration.
Workflows: The Facebook Lead Form Submitted trigger, the Pipeline Stage Change trigger, and the Facebook Conversion API action all live in the Workflows collection.
Funnels: For web-based funnel events, applying pixel code to your funnel or website is covered in the Funnels collection and the Facebook Funnel Event Pixel Setup guide.
Reference: For the full CAPI reference, including the Ad Manager connection type and creating a pixel inside Ad Manager, see the Facebook Conversions API (CAPI) guide.
What is the difference between a funnel event and a lead event?
A funnel event records web actions like page views and form submissions and is sent from a web server. A lead event reports how a lead moves through your pipeline stages, with Aesthetix CRM as the data source.
Why do I need two workflows?
The first workflow captures the lead and creates the opportunity in your pipeline. The second fires on a pipeline stage change and pushes the conversion to Meta so it can optimize your lead ads for quality.
Is my practice a good fit for Conversion Leads?
It works best if you generate at least 250 leads per month, can upload data daily, have your Meta Lead ID mapped, and have a target lead stage that occurs within 28 days with a 1% to 40% conversion rate.
Why do I see "LeadConnector" when connecting the CRM in Facebook?
LeadConnector is our underlying ad provider, so that is the name Facebook shows for the connection. Selecting it is the expected way to connect Aesthetix CRM to your Facebook Conversions API.
Do I need to enable Allow Multiple?
Yes. For both workflows, enable Allow Multiple in Workflow Settings so events are processed correctly.
How long does it take for events to show up?
It can take up to a day for Events Manager to pick up an event sent by your workflow.
How do I test without a real lead?
Use the Facebook Lead Ads Testing Tool to create a test lead, then move the dummy lead through your pipeline stages and confirm the workflow executed and the event appears in Events Manager.
Can I use a pipeline stage change to send a funnel event?
Yes, if the FBCLID was captured and stored when the lead entered your system. Pass it through Custom Mapping in the Meta Conversion API action so Meta can attribute the conversion.
