How to Send Conversion Data to Ad Manager

Tracking conversions helps you target your ads more accurately, improve lead generation, and optimize your marketing funnels. This article explains how to create a conversion pixel in the Ad Manager to send conversion data back to your advertising platforms.

Accessing the Conversion Pixel Settings

To begin, navigate to the Ad Manager home page. Click the settings icon (which appears as a gear) to open the Ad Manager settings. You will see several tabs: Integrations, Pages, Conversions, Audiences, and Subscription. Select the Conversions tab to manage your conversion pixels.

Understanding the Conversions Tab

The Conversions tab displays all existing conversion pixels. This includes pixels imported from connected Meta Ad accounts as well as any pixels you create directly within the Ad Manager using the Create new conversion pixel button.

Creating a New Conversion Pixel

Click the Create new conversion pixel button. A dialog box will appear prompting you to name your pixel. The system automatically generates a unique Pixel ID and code. This pixel code is used in workflows to send Conversion API (CAPI) events back to Facebook.

Uses of a Conversion Pixel

A conversion pixel is a small piece of code that tracks user actions on your website, helping you measure and optimize ad performance. Key benefits include:

• Conversion Tracking: Monitor specific actions like purchases, sign-ups, or form submissions.
• Ad Optimization: Refine your ad targeting for better results.
• Retargeting: Show ads to users who visited your site but did not convert.
• ROAS Measurement: Calculate return on ad spend by linking conversions to specific ads.
• A/B Testing: Compare different ad versions to improve performance.
• Cross-Device Tracking: Track user behavior across multiple devices.
• Custom Events: Monitor specific interactions like video views or content engagement.
• Audience Segmentation: Build targeted audiences based on user behavior.

Important Information About Conversion Pixels

After creating a pixel, note the following:

• The Pixel ID and code are generated automatically for use in workflows that send CAPI events to Facebook.
• UTM parameters are automatically created and added to the pixel for effective tracking.
• Two goal types are used:
  • Lead Event: Sends data when a Facebook form lead moves between stages in the opportunity pipeline.
  • Funnel Event: Sends data from form submissions, survey completions, chat widget replies, or calls to a number pool.
• Newly created pixels initially show a goal type of Funnel Event. This updates automatically based on the type of event (funnel or lead) sent to Facebook via CAPI in a workflow.
• A single conversion pixel can handle both funnel and lead events without issue.