Meta ads: connect the Conversions API to measure your sales
A sale closed in a private message is invisible to Meta — no pixel fires. The Conversions API sends the purchase back to Meta from the server, so your campaigns optimise on sales rather than on messages.
You pay for ads on Facebook or Instagram to bring customers into a private message. Meta sees the click, then the message. After that, nothing: the sale closes in the conversation, not on a website, so no pixel fires.
The result is campaigns that report conversations and never sales, and no way to tell which one pays. The Conversions API closes that loop: Unifunl sends the purchase back to Meta from its server, and Meta attaches it to the ad that produced it.
What the integration does
When the agent records an order, Unifunl sends the Purchase event to Meta from its server, with the amount. The event is attached to the ad account's dataset, and Meta matches it to the person who clicked the ad. The sale is then attributed to the campaign that generated it.
| Element | Without the Conversions API | With the Conversions API |
|---|---|---|
| What Meta measures | A message received | A sale, with its amount |
| Campaign optimisation | On conversation volume | On purchases actually closed |
| Return on ad spend | Reconstructed by hand | Calculated by Meta |
| Path of the event | The customer's browser, via the pixel | Server to server, no browser involved |
Where it is configured
In Settings → Integrations, the Meta Ads tab separates this integration from the rest of the catalogue. It also appears at the bottom of the All tab, under the Meta Ads heading.
Turn sending on for a page
Configure opens the list of the pages and accounts you have already connected. Each row is one Facebook page or one Instagram account, and each is set separately.
| On the row | What it tells you |
|---|---|
| Name and thumbnail | The page or account concerned. |
| Channel label | Facebook or Instagram. |
| State | Disabled until sending is switched on, Healthy once the connection responds. |
| Checked date | The last time Unifunl verified the connection. |
| Toggle | Turns event sending on or off for that page. |
- Open Settings → Integrations, the Meta Ads tab, then Configure.
- Flip the toggle on the page concerned.
- Check the dataset shown, and correct it with Change if needed.
- Close with Done.
FAQ and troubleshooting
What is Meta's Conversions API for?
It tells Meta that an ad produced a sale, not just a message. Meta can then optimise your campaigns on purchases and calculate your return on ad spend. Without it, a sale closed in a private message stays invisible to Meta.
Do I have to install a pixel on a website?
No. Unifunl sends the events from its server, straight to Meta. There is no code to place, and the measurement works even without a website.
Where is the setting?
Settings → Integrations, the Meta Ads tab, the "Meta Conversions API" card, the Configure button. The same card appears at the bottom of the All tab.
What is a dataset?
It is the identifier Meta substituted for the pixel. It names the event set of your ad account. Unifunl shows the one that will be used for the page you switched on, and the Change button lets you pick another.
Do I need to turn sending on for every page?
Yes. The toggle covers one page or account at a time. If you advertise from several pages, switch them on one by one.
What does the Healthy state mean?
That the connection between Unifunl and Meta responds, as of the checked date shown on the row. Disabled simply means sending is not switched on for that page.
What's next?
The sales the Conversions API reports back to Meta are the ones recorded in your orders.