Skip to content

Send call conversions to Meta Ads

Call Tracking sends each qualifying call to a Meta dataset as a conversion event, matched to the ad click through the Meta click ID. Meta then attributes the call to the campaign and can optimise for it.

Before you begin

  • The client's Meta ads send visitors to the website with a fbclid parameter. Meta adds it to ad links by default.
  • You can sign in to a Facebook account with access to the business portfolio that the client's ads run under, including its pixel (dataset) and ad account.
  • You have the Owner or Editor role in the Call Tracking project.

Connect

  1. In the Enfonica Console, open the tracking site and click Integrations.
  2. On the Meta Ads card, click Connect.
  3. Sign in with Facebook. In the dialog, choose the business portfolio the client's ads run under, then share the pixel the website uses and the ad account the ads run from. Both are needed: the pixel is where conversions are sent, and the ad account is how Call Tracking finds the pixels the ads use.
  4. Allow access. You return to the Integrations page with the card showing Connected. If Call Tracking found a pixel the shared ad account uses, the first one is selected, the Lead event is set and the card shows Enabled. Otherwise the card shows Disabled: click Configure, choose the pixel and tick Enabled.

Calls that end from now on are sent when they qualify. To change the pixel, the event, the labels or the minimum duration, click Configure.

The Facebook dialog is an authorisation step: it decides which assets Enfonica may use. It doesn't tell Call Tracking which pixel you want, so the pixel is chosen here, from the ones the shared ad accounts use.

Pixels and datasets

Meta now calls a pixel a dataset; the ID is the same. A dataset is owned by the business portfolio, and ad accounts are given access to it so their ads can optimise on and be attributed to its events. Call Tracking lists the datasets the shared ad accounts use.

Which calls are sent

A call is sent when all of the following are true:

  • The session that led to the call has a fbclid. Calls from other sources, and calls to static tracking numbers, aren't sent.
  • The call was answered and connected for at least the minimum duration. Set the minimum to 0 to send missed calls as well.
  • If a label filter is set, the call has at least one of those labels.

The event is sent through the Conversions API with the call's start time and the click ID, and is de-duplicated so a call can't be counted twice. If sending fails because of a temporary problem, it's retried a few times over about half an hour. Other failures aren't retried. No name, email or phone number is sent, so matching relies on the click ID.

Timing

The event appears in Events Manager within a few minutes of the call ending. A recorded call is sent once its transcript is ready and, if AI Call Insights is on, its analysis.

Disconnect

Click Disconnect on the card. This removes the stored Meta access token for the site and stops sending. Events already sent stay in Meta.

Troubleshooting

Problem Check
"No ad account is shared with this connection" Reconnect and share the ad account the client's ads run from in the Facebook dialog.
"Meta did not allow listing pixels for this connection" Meta didn't grant the connection its permissions. Reconnect; if it repeats, contact support with the site name.
A pixel is missing from the list The pixel isn't attached to a shared ad account. In Meta Business Settings, give the ad account access to the pixel, or share that ad account, then reopen Configure.
No event for a call Open the call. The session must have a fbclid; visits from Meta without one aren't sent. Clicks on organic posts usually carry one too, so those calls are usually sent. Check the minimum duration and labels. The Meta Ads chip on the call shows pushed or failed; no chip means the call wasn't sent.
Events arrive but aren't attributed to ads The dataset selected isn't the one the client's ads use, or the click was from a different ad account.

Having trouble? See Calls don't show up in Google Analytics, Google Ads, Meta, HubSpot or Zapier in the Help Center.

What's next