Facebook Conversions API in Automations

With Automations, you can send conversion data directly to Facebook without relying on pixel cookies. This helps you track enrollment events more accurately, even when browsers block third-party tracking.

This is especially useful for tracking tour bookings, enrollment form submissions, and parent inquiries from your Facebook ads.

Frequently Asked Questions

Which automation triggers work with Facebook Conversions?

For Funnel events:

  • Form Submitted
  • Survey Submitted
  • Customer Booked Appointment
  • Order Form Submission

Important: For tour bookings, use "Customer Booked Appointment" (which tracks bookings from your enrollment site) rather than the general "Appointment" trigger.

For Lead events:

  • Facebook Lead Form Submission
  • Enrollment Pipeline Stage Change (only if the family originally came from a Facebook lead form)

Which Event Details parameters should I use?

You'll need to include the Event Source URL — this tells Facebook which page the conversion happened on.

[SCREENSHOT: Event Details section in Facebook Conversions API action showing Event Source URL field]

Which Customer Information parameters can I use?

Include these parameters for the best tracking accuracy:

  • Client IP address (do not hash)
  • Client user agent (do not hash)
  • Email Address
  • First Name
  • Surname
  • Browser ID (fbp) cookie (do not hash)
  • Click ID (fbc) cookie (do not hash)
[SCREENSHOT: Customer Information parameters section showing all available fields]

Can I use Custom Values for Access Token and Pixel ID?

Yes — Custom Values work in both fields. This is helpful if you're managing multiple Facebook ad accounts.

Why isn't {{Order.Amount}} working with Order Form Submission?

The {{Order.Amount}} custom value only works with the Order Submitted trigger, not Order Form Submission. Here's why:

Order Form Submission fires the moment a parent submits the form — before payment processes. At that point, the order amount isn't finalized yet. Order Submitted fires after payment completes, so the amount is available.

Why don't I see test events in Facebook Business Manager?

If test conversions aren't appearing, check the Diagnostics tab in Facebook for errors. A common issue is Facebook blocking your domain.

To fix this:

  1. Go to your Facebook Business Manager Settings
  2. Scroll to "Domains In Your Allow List"
  3. Add and verify your enrollment site domain

Does the 'Test Automation' button work for testing Facebook conversions?

Yes — you can use it to test your Facebook conversion tracking before going live.

Why is Facebook showing my conversion as "Custom Event" instead of "Lead"?

This happens when you send test data. Facebook will correctly label it as "Lead" when you run a live conversion with real parent information.

Can I track offline events like calls or pipeline changes with Facebook Conversions?

Yes, but only if the family originally came from Facebook. Here's how it works:

Enrollio will use the last available Facebook pixel data (fbclid) to send the event. If the family has an fbclid, the conversion data will be sent to Facebook.

Example 1: Direct Facebook Lead

A parent fills out a Facebook lead form to request a tour. Their first attribution source is "Paid Social (Facebook)". Because they came through Facebook, they have an fbclid.

If you create an automation triggered by Facebook form submission, Enrollio will send that data to Facebook's Conversions API. Later, when that parent moves to an enrollment opportunity stage, you can trigger another conversion event — it will still work because they have the original fbclid from Facebook.

Example 2: Facebook Lead After Other Touchpoints

A parent first finds you through Google search (first attribution: "Organic Search"). Later, they see your Facebook ad and fill out a lead form. Their latest attribution becomes "Paid Social (Facebook)" and they now have an fbclid.

Any automation you run with Facebook form submission will send conversion data to Facebook. If they later become an enrollment opportunity, that event will also be tracked in Facebook because they have the fbclid from their Facebook form submission.

Pro Tip: This tracking is especially valuable for understanding which Facebook campaigns lead to actual enrollments, not just form submissions.

Setting Up Facebook Conversions in Your Automation

  1. Create a new automation or edit an existing one
  2. Choose your trigger (e.g., "Form Submitted" or "Facebook Lead Form Submission")
  3. Add a new action and select "Facebook Conversions API"
  4. Enter your Facebook Pixel ID and Access Token
  5. Select your event type (Lead or Funnel event)
  6. Configure the Event Details and Customer Information parameters
  7. Test your automation before activating it
[SCREENSHOT: Complete automation workflow showing Facebook Conversions API action configured after a form submission trigger]