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How to improve lead targeting and automatically send purchase events to Meta when a customer makes a payment

Joshua Lim Updated by Joshua Lim

In this article, you’ll learn how to improve lead targeting and send purchase events to Meta when a customer reaches the payment stage in their Lifecycle.

Tracking customer purchases in real-time is essential for keeping data accurate and improving business insights. By automating this process, businesses can reduce manual tracking efforts and ensure Meta receives up-to-date information whenever a customer completes a payment.

With the Send CAPI for Customers Won Workflow Template, you can seamlessly integrate Lifecycle updates with Meta’s Conversions API to keep records accurate and structured.

Benefits

  • Eliminate spam leads by sending clean data to Meta.
  • Optimize ad targeting for higher-quality conversions.
  • Boost ROI—some businesses see up to 2x better results.
  • Automate purchase tracking based on lifecycle stage changes—no manual intervention needed.
  • Ensure real-time, reliable data transmission for accurate customer journey tracking.

Workflow Setup

Need help setting up CAPI? Talk to us—we’ll guide you through it.

To use the Send CAPI for Customers Won Workflow Template:

  1. Go to Workflows.
  2. Click + Add Workflow
  3. Navigate to Send CAPI for converted leads.
  4. Click Use Template.

Workflow Steps and their functions

  1. Trigger: Lifecycle Updated
    The workflow starts when a customer’s Lifecycle Stage updates to indicate a successful payment. This ensures that the purchase event is only sent when the customer officially reaches this stage.
  2. Step: Send Conversions API Event
    This step triggers a Purchase event via Meta’s Conversions API to record the transaction.
    1. Select your Meta Business account and portfolio
      • Choose the relevant Meta Business Account and Business Portfolio to send the event.
      • You must select at least one account (WhatsApp, Facebook, or Instagram) for the event to be processed.
    2. Set the event type to “Purchase”
      • Selecting “Purchase” allows you to include the purchase value for more accurate tracking.
    3. Enter the purchase value
      • If the purchase amount is known, enter the actual value.
      • If the value is unknown, you can enter $1 as a placeholder.
    Meta records the purchase event for ad campaign optimization, helping businesses in lead targeting.

Best Practices

Ensure timely event upload

  • Meta allows flexible event timestamps, meaning you can send past purchase events as long as the event time is correct.
  • However, for WhatsApp, events must be sent within 7 days of the purchase. After that, the CTWA_ID expires, and the event will fail.

What happens If the event fails?

  • If the CTWA_ID expires after 7 days, the event fails. This only affects WhatsApp transactions.
  • Even if the event fails, Meta will still use the purchase event data to improve its algorithm.
  • If the conversation was on Facebook or Instagram, this issue does not apply.

Feeling stuck? Do not fear.

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