Move beyond the lead event. RevenueSignal delivers approved CRM outcomes to Meta through the Conversions API so campaigns learn from what sells.
A rep qualifies a lead, books a site visit, closes a sale. None of that reaches Meta unless something sends it. RevenueSignal listens for those CRM stage changes and reports the approved ones through the Conversions API, so campaigns learn from outcomes instead of form fills.
Instead of relying on the pixel alone, RevenueSignal watches your pipeline and turns stage changes into a small, consistent set of server events.
A lead your team qualified in the morning can start informing delivery the same day, rather than waiting for a manual offline upload.
Request a readiness reviewMeta can only learn from an event it can tie to a person. We capture identifiers on the first visit and keep them with the lead until the outcome is reported.
Every event carries an event ID, so the Conversions API and the pixel never double count the same action.
Request a readiness reviewevent_name Qualified lead event_id lead_8841_qualified fbclid, _fbp from the first visit em, ph hashed email and phone lead_id for Instant Form leads client_ip_address, user_agent value expected or closed value
You decide which CRM statuses count and what each one is called to Meta. The mapping is agreed up front and reviewed when your pipeline changes.
Statuses that should never be reported stay in the CRM. Nothing is sent that you have not approved.
Request a readiness review| CRM stage | Reported as | Value |
|---|---|---|
| Enquiry received | Not sent | — |
| Site visit booked | Qualified lead | Expected |
| Proposal shared | Qualified lead | Expected |
| Closed won | Sale | Deal value |
| Disqualified | Not qualified | 0 |
Any system that can send a webhook or expose an API can feed the Conversions API through RevenueSignal: your CRM, a call tool, a booking form, or your own backend.
If qualification happens in a spreadsheet or an automation platform today, that can be mapped too.
Request a readiness reviewWe set a baseline before anything changes, then measure against it. Results depend on your lead volumes, sales process and campaigns, so we do not promise a fixed lift or a guaranteed cost per lead.
A first working connection is quick once access is ready. Stable optimisation on the new signals usually needs a few weeks of steady events before you change campaign goals.
Request a readiness review| Phase | What happens |
|---|---|
| Readiness review | Journey, stages and data checked |
| Connection | CRM, site and Meta linked |
| Verification | Delivery and match quality checked |
| Optimise | Campaign goals switched to outcomes |
The Conversions API is a server-to-server way to send events to Meta. It does not depend on the browser, cookies or ad blockers, and it can carry data the browser never sees.
A CRM-based setup uses that channel for what happens after the form: the lead was qualified, the visit took place, the deal was won or lost. Those outcomes are what you want more of, and ad platforms cannot see them on their own.
The pixel runs in the browser and depends on scripts, cookies and consent settings. The Conversions API runs from a server or a CRM.
Keep the pixel for page views and remarketing, and let the Conversions API carry lead outcomes. Event IDs deduplicate the two so nothing is counted twice.
Once qualified-lead and sale events reach Events Manager, lead campaigns can optimise for them, lookalike audiences can be built from real buyers, and non-qualified leads can be excluded.
Meta limits how old a lead can be for optimisation, so stage updates should be reported promptly. The path that brings leads into your CRM from Meta has to exist first, because this closes the loop by sending the outcome back.
Native connection, webhook or API, plus one snippet on your site so click identifiers are stored with each lead.
Choose which statuses become events, and add values where they exist.
Link the data source in your Business Portfolio and generate the access token.
Check events, match quality and deduplication in Events Manager before relying on them.
When events flow steadily, move campaigns to optimise for qualified leads or sales and exclude the rest.
Both report outcomes that happen outside the website. Uploads are often manual, delayed and limited to a few fields. A CRM-fed Conversions API sends events close to when the stage changes, with richer matching data and values, so Meta can use them for optimisation as well as reporting.
A small, consistent set works best: new lead, qualified lead, not qualified, sale and lost, with a value where it makes sense. We agree the mapping with you and keep it stable.
Yes. Keep it for page events and remarketing. RevenueSignal adds the CRM layer on top and uses event IDs to avoid double counting.
Admin access to the Business Portfolio, to connect the data source and generate the access token. Delivery and match quality are then checked in Events Manager.
No. You can connect the CRM and start sending events before campaigns run, so the algorithm already has qualified outcomes to learn from when they launch.
It can help campaigns find better leads, but we do not guarantee a cost or a ROAS figure. We set a baseline first and measure against it.
Start with a Readiness Review. We look at your data journey and tell you what is worth sending back.
Request a readiness review