Track conversions and send them to ad platforms
See the ERP events recorded for attributed leads, and control whether they are sent to the platforms' conversion APIs.
Before you begin
Conversion tracking tells an ad platform what happened after a click: a lead was created, an order was confirmed, an invoice was posted. This helps the platform find similar customers. It needs an ad account with a pixel id and the platform switched on in Marketing Settings. Platform calls work only for accounts in status Connected; otherwise events are recorded or queued, not sent.
the system sends hashed email and phone values to the platform and does not check Profiling consent first. Switch a platform on only if your privacy notice covers this.
Steps
- Open Marketing > Configuration > Marketing Settings. Under Send conversions to, tick the platforms you want (Facebook, Instagram, LinkedIn, TikTok, Snapchat, YouTube). YouTube has no sender today and its events are always marked failed.
- Save. This needs marketing.configure.
- Make sure each platform has an active ad account with a Pixel / dataset / conversion id (Marketing > Campaigns > Ad Accounts).
- Open Marketing > Analytics > Conversion Tracking.
- Use the tabs to filter: All, Lead Created, Lead Qualified, Opportunity Created, Quotation Created, Order Confirmed, Invoice Posted, Payment Received, Customer Created. Each tab shows a count.
- Read the columns: When, Event, Campaign, Platform, Value, Status and Sent to. The newest 500 are listed.
To bring events in sooner, press Scan ERP events now in Marketing Settings.
What the statuses mean
| Status | Meaning |
|---|---|
| recorded | The event was saved. The platform is not switched on, so nothing was sent. |
| queued | An ad account with a pixel exists but its status is Manual entry. Nothing is sent. |
| skipped | No active ad account or pixel for the platform. Sent to shows 'no_account'. |
| sent | The platform accepted the event. |
| failed | The platform refused it. Sent to shows the code. |
What happens next
Each ERP record creates one event per type, however many times you scan. A scan message reads, for example, 'N events, M journeys moved', and a second scan adds none. Timed events such as invoice due, invoice overdue and customer inactive feed automation rules but are not listed here.
The platform receives a hash of the lowercased email and the digits-only phone, never the plain values.
Good to know
- An order, its invoice and its payment are all sent to the platform as a purchase. The platform may count the same sale three times. Check your reports on the platform side.
- If Attribution, conversions and ROI is switched off in Features, only the manual scan is refused; the screens stay open.
- Events carry the reporting currency from Marketing Settings.
- A background scan runs about every ten minutes, so a new lead appears here after a short delay.