Meta Ads Tracking & Attribution with LeadMetrics

What the Meta Ads integration does

LeadMetrics connects to your Meta ad account and syncs campaigns, ad sets, ads, their status and daily metrics including spend. LeadMetrics then combines this data with the leads, deals and payments coming in through your website, your CRM or your payment provider.

The result: you see more than clicks and impressions – you see cost per lead, cost per deal, revenue and ROAS per campaign and per ad. In the dashboard you drill down from channel to campaign to ad set to the individual ad. In the ad analysis you compare up to four ads side by side, even across projects.

fbclid, fbc and fbp

When someone clicks your Meta ad, Meta appends the fbclid to the URL. The LeadMetrics script captures it along with UTM parameters and the LeadMetrics ad parameters and stores it in the session. When that person fills out a form later, the lead is matched to the session – via session ID, email address or phone number, up to 90 days back.

For the Conversion API, LeadMetrics uses Meta's click identifiers fbc and fbp. That lets Meta tie an event to the original click, even if the deal closes in your CRM weeks later.

Leads from Meta Instant Forms

Not every lead comes through your website. LeadMetrics imports leads from Meta Instant Forms as a separate lead source. You see Lead Ads and website leads in the same report and compare their costs directly.

Conversion API for Meta

With the Conversion API, LeadMetrics sends events to Meta server-side – including events the browser never sees, like a won deal or a payment.

• Events: lead, purchase, trial started, subscription created, canceled or paid, deal won or lost, and custom metrics.
• Mapping per project: you decide which LeadMetrics event maps to which Meta event.
• Privacy: email, phone number and names are hashed with SHA-256 before sending. Value and currency are included.
• Deduplication: every event gets an event_id so Meta can recognize duplicate events from the pixel and the server.
• Attributed data only or all data: for Meta you choose whether to send only conversions attributed to a Meta ad, or all of them.
• Log per lead: for every lead you see which events were sent to Meta.

That way you train Meta's algorithm on real deals instead of just form submissions.

Analyze, monitor, share

Your synced Meta data is available everywhere in LeadMetrics: in dashboard widgets like the ad table, top/flop ads or funnel analysis, in alerts with daily thresholds on ad metrics (shown in the app), and in the AI Marketing Copilot, which explains your campaigns based on live data. For clients or colleagues you create a share link to the dashboard or a PDF report that can be emailed automatically on a schedule.

How to set it up

1. Connect your ad account

   Connect your Meta ad account to your project in LeadMetrics.

2. Install the tracking script

   Add the LeadMetrics tracking script to your website so visits, click IDs and leads are captured.

3. Map your events

   Choose which LeadMetrics events are sent as which Meta events via the Conversion API.

Learn more

• Conversion API in LeadMetrics
• Dashboards & drilldown
• Guide: ROAS in lead generation
• Guide: Social media KPIs