CRM conversions back to Meta and Google

Meta and Google require different columns, windows and identifiers for the same sale. Build one transformation per client and per destination, already in the destination's format. Never a single table serving both.

The Meta Conversions API rejects event_time older than 7 days: use a 6-day or 132-hour window, never exactly 7. Google Ads Click Conversions accepts up to 90 days after the click (63 days for enhanced conversions for leads): real pipelines use 55 days to leave a margin. An event dated in the future makes Meta reject the batch: cap event_time at the run time.

The destination resends the whole table at every run. So the table carries only the current window's events, tied to the run time, with disjoint windows when it runs several times a day. Each update goes out once and the daily count matches Events Manager.

Build event_id from the lead or deal ID and the event name (<id>-<event>). If the same deal comes back in a later window, it goes out with the same event_id and Meta's deduplication absorbs it. On Google, use order_id on the same principle.

Email lowercase, no spaces and with an @. Phone digits only, with 55 in front when it has 10 or 11 digits, valid with 12 or 13. First name letters only. fbc in the format fb.1.<timestamp in ms>.<fbclid> when the landing URL has an fbclid; fbp, IP and user agent from the page when they exist. A row with no email and no phone does not go out.

Each client defines which stages become events (qualified lead, meeting booked, proposal, sale) and each one's value. A sale carries the won deal value; an intermediate stage may carry an agreed fixed value. Events from the CRM alone go as system_generated (offline); events with page data go as website, the only kind that gets a match quality score.

If the pixel, an automation or another tool already sends an event (calendar booking, form lead), the CRM pipeline does not send the same fact under another name. Use a flag on the lead to avoid firing again and keep event names distinct between pipelines.

Send the conversions that may have a click on the destination: when the client asks, only deals with a Meta source go to the Conversions API. Never send imported bases, test contacts or emails from the client's or the agency's team.

Check both sides: the transformation ran, the destination is active and ran after it. A recent transformation with an inactive destination is a signal never delivered. And even when the send is accepted, without a matching click in the window the sale does not become a conversion: the sign that it works is the offline conversion action showing conversions in the ad account.

Customer audiences (Customer Match, Custom Audiences) and exclusion audiences (disqualified, current customers, another business line's base) use the same email and phone normalization, with no test or team contacts, deduplicated by phone. Disqualified is the disqualification stage or a loss for profile reasons, agreed with the client.