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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 that manages the business portfolio that owns the client's dataset (pixel), or that has had the dataset shared with it.
  • 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, choose the business, and allow access. You return to the Integrations page with the card showing Connected.
  4. Click Configure.
  5. In Dataset (Pixel), select the dataset that the client's ads report to. Datasets the business owns and datasets shared with it are both listed.
  6. In Conversion event, choose the Meta standard event a call should be reported as, usually Lead.
  7. Optionally select the labels a call must have, and set the Minimum call duration (seconds). The default is 60.
  8. Turn on the integration and save. The Console won't let you enable it until a dataset and event are chosen.

The card shows Connected with the dataset and event. Calls that end from now on are sent when they qualify.

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. 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, later if AI Call Insights is on.

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 datasets listed The Facebook account you signed in with doesn't manage a business with a dataset. Reconnect with the right account, or have the dataset shared with your business.
No event for a call Open the call. The session must have a fbclid; visits from Meta without one, such as from an organic post, aren't sent. Check the minimum duration and labels. The Meta Ads chip on the call shows delivered or failed.
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.

What's next