Leads and advertising
How to set up the Meta pixel and conversion reporting
Three steps to report CRM outcomes — interested and purchase — back to Facebook so it can optimise your advertising.
Where to find it
Ads AutomationMeta Pixel Settings
Facebook normally has no idea what became of the person who clicked your ad and messaged you. Not knowing which of a hundred viewers turned into a patient, it cannot learn who to show the budget to. Conversion reporting closes that gap: the outcome recorded in your CRM travels quietly back to Facebook.
In practice: when someone from an ad becomes "interested" in the CRM a Contact signal goes out, and when they convert a Purchase signal follows. Facebook reads those results and starts showing the ad to people like them.
Before you start
- A Pixel ID and access token from Facebook Events Manager — your ad team or agency will have these.
- A decision on which customer status counts as "interested" and which counts as a sale.
- An average transaction value for the purchase signal.
Step by step
- 1 · Add the pixel. On Ads Automation › Meta Pixel Settings choose New Pixel and enter the Pixel ID and access token.
- 2 · Attach pages. In the same window pick which Facebook pages the pixel covers. Select none and it becomes the default pixel covering every ad — the right choice for a single-brand clinic.
- 3 · Map the events. Mark which CRM status counts as "interested" (Contact) and which counts as a sale (Purchase), and enter an average value for the sale.
- Verify. Setup is a one-off and the service runs in the background. A few days later, check in Facebook Events Manager that events are arriving.
Tips and common mistakes
- Tip Instagram is not selected separately: every Instagram account is attached to a Facebook page, so connecting the page brings its Instagram with it.
- Tip WhatsApp click-to-message ads are covered too — you attach your official WhatsApp line to the pixel in the same window, and sales from people who write to WhatsApp from an ad are reported back.
- Careful An honest limit: Facebook learns best from in-ad lead forms. For Instagram DM-only ads Facebook does not yet offer sale optimisation; the results are still reported and visible in measurement, but they do not feed optimisation.
- Careful If you rename a status used in the mapping, check the mapping again — the signals depend on it.
Frequently asked questions
What does "default pixel" mean?
The main pixel, attached to no particular page and therefore covering every ad. One pixel is enough for most clinics and needs no further configuration.
I run several brands. Can I use separate pixels?
Yes. Attach different Facebook pages to different pixels to measure brands or branches separately.
Why can I not open the Meto Conversion screen?
That screen shows the clinic's whole message flow without applying assignment filters, so it is open to Admin and Moderator only by default. To give it to another role, grant conversion_feedback_access under Roles › Edit — note that the user will then also see people who are not theirs.
Is there anything to do day to day?
No. The service runs quietly in the background; setup happens once.