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Step: Send Conversions API Event

Joshua Lim Updated by Joshua Lim

The Send Conversions API Event step allows you to send conversion events from respond.io to Meta when a specific condition in a workflow is met. This is useful for tracking conversions such as Leads or Purchases across WhatsApp, Messenger, and Instagram. The data sent helps you optimize ad performance and track customer interactions through Meta’s Conversions API.

How It Works

The Send Conversions API Event step allows you to send conversion data directly to Meta based on customer interactions with your ads or messaging. When this step is triggered in a workflow, the configured event data is sent to Meta’s Conversions API, where it is processed and linked to your Meta ad campaigns.

The Send Conversions API Event step supports:

  • Lead Conversion: Automatically send data when a lead is submitted through interactions with your Meta ads.
  • Purchase Conversion: Track purchases made through ads or messaging interactions.

Configuration

There are several key configurations when using the Send Conversions API Event step:

Meta Business account

  • Meta Business account: Select the connected Meta Business account you want to use to send the event.
  • Meta Business Portfolio: Choose the relevant Meta Business Portfolio linked to the selected account.

Event Information

You need to select at least one of the following accounts for the event to be sent.
  • WhatsApp Business Account: Select the WhatsApp Business Account for the event. If unselected, no WhatsApp-related event will be sent.
  • Facebook Page: Choose the Facebook page linked to the event. If unselected, no Messenger-related event will be sent.
  • Instagram account: Choose the Instagram account connected to the event. If unselected, no Instagram-related event will be sent.

Event Type

  • Purchase: Choose this option when a purchase is made or a checkout is completed. You will need to provide additional fields such as currency and total value.
  • Lead Generated: Select this when a lead has been generated through an ad interaction.
Purchase event-specific fields:
- Purchase Currency: Select the currency for the purchase.
- Total Purchase Value: Enter the total cost of the order. This field can support Contact field variables or Workflow variables.

Advanced Configurations

Use Contact fields or workflow variables to automatically fill in customer information for better conversion accuracy.

Customer Information

Some basic information (e.g., email and phone number) is already pre-filled. The more information you provide, the better Meta can optimize your ads.

At least one customer information field is required. If all fields are empty, the event will not be sent.

Test your Meta Ads Event

Testing your Meta Ads event ensures that everything is set up correctly before deploying it. Follow these steps to run a test event and troubleshoot any issues.

Step 1: Select the data source where the test event will be sent.

This field will only be enabled once a Meta Business Portfolio is selected. This step ensures your test event is sent to the correct tracking source in Meta.

Step 2: Add a Test ID (e.g., TEST123) from your Meta Events Manager to track this specific test event.

How to get the Test ID: Navigate to Meta Events Manager > Data Source > Test Events.

This ID is essential for tracking the test event in Meta Events Manager.

Step 3: Click the button to trigger a test event to be sent to Meta.

If the event is sent successfully, a message will appear: “Conversions API test event sent. Go to your Meta Events Manager to view the test event.”

These messages ensure you can track whether the test event was successfully sent.

Response section

This section shows the response Meta sends back after the test event is processed.

Once the event is sent, Meta’s response will populate this field, allowing you to troubleshoot any potential issues.

You can easily copy the response by hovering over the response field and clicking the copy icon.

Best Practices

Here are some best practices for using the Send Conversions API Event step effectively:

  1. Ensure Data Accuracy: Make sure the customer data (e.g., email, phone number) is correctly mapped to avoid errors in sending conversion data to Meta.
  2. Select the Right Event Type: Always choose the appropriate event type (Lead or Purchase) based on the nature of the conversion you’re tracking.
  3. Test the Event: Before deploying your workflow, use the test function to verify that the conversion event is properly sent to Meta.

Suggested Use Cases

  • Ad performance tracking: Automatically send conversion data to Meta when a customer completes a specific action (like a purchase) to track the performance of your ads.
  • Lead management: Use this step to send leads generated from ads directly to Meta, allowing you to optimize lead-generation campaigns.
  • Multi-Channel tracking: Track conversions across WhatsApp, Messenger, and Instagram by sending interaction data to Meta, providing insights into which platform drives the most conversions.

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