#How do I send a sale closed in the pipeline to Meta as a conversion?

Bind the pixel to the pipeline in its settings, under Conversion pixels. From then on, every opportunity marked as won in that pipeline becomes a conversion sent from Clickmax’s servers to Meta — with the card value, the pipeline currency and the ad click the contact came from, even if that click happened days earlier, on another device.

It is how a sale closed by your team, which never goes through checkout, reaches the campaign with real attribution.

Before you start

• A role allowed to configure the pipeline.
• A Meta pixel registered under Traffic › Pixel and tracking, with the Access token filled in the Meta Conversions API block. See register and configure a pixel.
• The chosen event (Purchase by default) enabled on the pixel for server-side sending — the default for every new pixel.

#1. Bind the pixel to the pipeline

1. Open the pipeline and click the gear to open Pipeline Settings.
2. In the side menu, click Conversion pixels.
3. In the Pixels that receive this pipeline’s sales block, check the pixel. You can check more than one.
4. The Pixels updated message confirms the choice was saved. Every click saves — there is no save button.

#2. Choose what a won opportunity means

Below each checked pixel you get What a won opportunity means:

#3. What gets sent

• One event per opportunity. Reopening the opportunity and winning it again does not send a second conversion — as long as the event chosen on the pixel did not change in between.
• The card value, when it has one, and the currency set on the pipeline. The accepted currencies are real, dollar and euro; with any other currency the conversion goes without it.
• The contact’s details so Meta can recognize who bought: email, phone and name.
• The ad click: the most recent Meta click (fbclid) on any device the contact was recognized on, even from before they identified themselves. When the visit did not carry the click in the URL, what Meta’s own pixel stored in the person’s browser is sent instead.
• The browser identifier (_fbp) created by Meta’s pixel, when it runs on your pages.

An opportunity without a contact sends nothing: without a contact Meta has no way to recognize who converted.

#Watch out for double counting

Use one path per sale:

• Clickmax checkout. If the sale also goes through checkout, the purchase already reaches the pixel from there. Binding the pixel to the pipeline would count the same sale twice.
• Stage pixel event. If a pipeline stage already has the Purchased (Purchase) event, turn it off when using this path. Both go out from the server and would count the same sale twice — see send a conversion when a contact enters a stage.

#What this path does not do

• It only sends to Meta pixels. Google Ads and TikTok do not receive server-side conversions yet.
• It is not retroactive: opportunities won before you bound the pixel are not sent.
• The conversion only counts for the campaign within the attribution window set on the ad account, counted from the click. A sale that closes after that window reaches Meta but is not attributed to the ad.

#4. Check that it works

1. Open Meta’s Events Manager on the Test events tab, or fill in the Test code on the pixel.
2. Mark a test opportunity as won in the bound pipeline — one whose contact has an email.
3. The event shows up with the chosen name, marked as received from the server.

A server-side event does not show up in Meta Pixel Helper, because it never went through the browser. See validate Pixel and events.

#Related

• Why do some events reach Meta even with an ad blocker?
• How do I choose which pixels track a funnel, a page or a product?
• How to see where my page visitors came from