Meta Ads and Telegram: the Conversions API up to the deposit

Each CRM event maps to a Meta event. Names can be changed per pixel, and each rule can be turned on or off.

The data sent with each event

• fbc and fbp from the original click. If the _fbc cookie is missing, fbc is rebuilt from the fbclid.
• The lead’s email, phone, first name, last name and ID, hashed with SHA-256.
• The click’s IP address and browser, with the landing page address.
• A unique event ID, which Meta uses for deduplication.

An event with no fbc, fbp, email or phone is not sent: Meta could not match it to anyone.

1. In the CRM’s Tracking screen, add your Meta pixel with its ID and a Conversions API access token.
2. Test the connection: ScaleGram sends a test event. A test event code can also be saved on the pixel to follow the sends in Meta’s Events Manager.
3. Create a tracking campaign and paste its link in your ad, with the parameters ad={{ad.id}}&adset={{adset.id}}&camp={{campaign.id}} to know which ad brought each lead.
4. To read your costs, add your ad account: spend per ad and per day is imported through the Marketing API.

• The join is sent as soon as your bot sees the new member arrive through their link.
• The lead is sent when a conversation becomes a lead in the CRM.
• The registration is sent when the lead enters the pipeline stage chosen as the registration stage, or when the CellXpert sync reports it. Once per lead.
• The deposit is sent only once it is confirmed: when it is created, when it goes from “pending” to “confirmed”, or when CellXpert reports a net deposit that was not already entered.

Events go to the pixels of the original campaign, otherwise to the workspace’s default pixels. A failed send is retried after 1, 5, 30, 120 and then 720 minutes, then given up and logged.

Meta spend (amount, impressions, clicks) is imported every three hours, re-reading the last three days. Matched with each campaign’s joins, leads and deposits, it gives the cost per subscriber and per depositor in the CRM.

• A deposit cancelled afterwards is not removed from Meta: the platform does not allow a conversion to be cancelled.
• A join through the channel’s public link has no original click: Meta cannot tie it to an ad.
• On a landing page built in ScaleGram, the browser Meta pixel can be added for the visit; Telegram events always go through the Conversions API.