Facebook Offline Conversions in Meritto

Facebook Offline Conversions in Meritto

Overview

The Facebook Offline Conversions feature in Meritto allows you to send key lead lifecycle events—such as enquiries, applications, payments, and admissions—back to Meta. This is enabled through a combination of Offline Conversions upload and the Conversions API (CAPI).
By sharing these events directly from your CRM, you enable Meta to optimize campaigns based on actual business outcomes instead of just form submissions.
This helps you:
  1. Improve campaign performance using real conversion data
  2. Reduce cost per acquisition (CPA)
  3. Measure true ROI across the funnel
  4. Build high-quality retargeting and lookalike audiences

How It Works

At a high level, the data flow in Meritto works as follows:
  1. A lead performs an action in your CRM (e.g., form submission, payment, admission)
  2. An Automation workflow is triggered based on this action
  3. The Facebook Offline Conversion node in the workflow captures event details
  4. The event is sent to Meta via:
    1. Offline Conversions (batch/event-based upload), and/or
    2. Conversions API (near real-time server-side event tracking)
This ensures reliable tracking even when browser-based tracking (pixels) is limited.

Prerequisites

Before setting up Facebook Offline Conversions, ensure:
  1. You have access to your Meta Ads account / Business Manager
  2. Required permissions to access Pixels and Events Manager
  3. Your Meritto account has access to Ads Integration
  4. Ensure that fbclid and fb lead id fields are enabled.
    1. Navigate to Lead Fields -> Settings -> Additional Campaign Fields -> enable fbclid and fb lead id.
  5. Lead data includes at least one of the following identifiers:
    1. Email address (recommended)
    2. Phone number with country code (recommended)
    3. And Facebook identifiers (fbclid / Lead Gen ID, if available)
Providing multiple identifiers improves event match quality.

Facebook-side Understanding

Pixel (in this setup)

  1. Pixel is where events are stored in Meta
  2. Even server-side (CAPI) events go to a Pixel
Pixel = destination
CAPI = delivery method

Conversion Event Types

The Conversion event defines the action of the lead.

Type
Example
When to Use
Standard
Lead, Purchase
Recommended
Custom
AdmissionConfirmed
If no standard fit

Standard events perform better in optimization

Do you need to create events?

No. Events are created automatically when first received.

User Data (Matching Fields)

Field
Notes
Email
Hashed automatically
Phone
With country code, hashed
fbclid
Unique identifier captured for the leads, redirected from facebook ads
Fb Lead ID (facebook leadgen id)
Unique identifier for facebook leads, generated from facebook lead ad forms.

One out of the two unique identifiers are required, for pushing conversion events to Meta.

Connecting Facebook in Meritto

Step 1: Connect Meta Business Account

Navigate to:
Extensions → Ads Integration → Facebook Offline Conversion
Click Connect Account.
You will be redirected to Meta’s authentication flow. Log in using the Facebook account that has access to your Business Manager and Ads account.

During this process, Meta will request permissions such as:
  1. Access to ad accounts
  2. Access to pixels
  3. Permission to send events via Conversions API
Ensure all required permissions are granted. Without these, Meritto will not be able to fetch Pixels or send conversion events.

Step 2: Sync Pixels 

Once the account is connected, Meritto will automatically fetch all Pixels associated with your Meta Business account. Click on the ‘Sync Pixels’ button in the top right corner.
From the list, you will select the Pixel that is actively being used in your campaigns while configuring the automation.

This step is critical because:
  1. All events sent from Meritto will be recorded under this Pixel
  2. Campaign optimization in Meta depends on events received on the same Pixel
If an incorrect Pixel is selected:
  1. Events will still be sent.
  2. But they will not be usable for optimization in your active campaigns.

Step 3: Access Token Generation

After successful connection, an Access Token is generated automatically.
This token is used for:
  1. Authenticating requests sent from Meritto to Meta
  2. Enabling server-side event transmission via Conversions API (CAPI)
No manual action is required here. However, if the connection is revoked or expires, the token becomes invalid and events will stop syncing.

In such cases, you must reconnect your account.

Core Logic: How Meritto Sends Data

This is the actual working:

CRM Event → Automation Trigger → Offline Conversion Node → Meta (via CAPI)
No webhook, no intermediate activity—direct push from node.

Create Automation

Step 1: Create Automation

Go to:
Manage Automation → Create
  1. Choose Real-time = Yes/No based on requirement:
    1. Yes → event should fire immediately (recommended for most cases)
    2. No → if you want controlled or delayed execution

Step 2. Add Conditions 

Use If/Else node to define when the event should fire.
Examples:
  1. Send event only when Form Initiated = Yes
  2. Send event only when Payment Approved = Yes
  3. Send event only when Stage = Admitted
This prevents:
  1. Duplicate events
  2. Incorrect event firing

Step 3. Add Facebook Offline Conversion Node

After conditions, add the Offline Conversion node.
This node is responsible for sending data to Meta.

Step 4. Node Setup 

Below is the exact configuration with what to fill + why it matters:
Field
What to Select / Enter
Why it is Required
Block Name
Any meaningful name (e.g., “FB – Payment Event”)
Helps identify the node inside automation. No impact on data.
Ad Network
Select Facebook
Ensures the event is sent to Meta (not Google).
Business Account
Select your connected Facebook Business account
This defines which Meta account will receive the data. Must match your ad setup.
Ad Account
Select the relevant Ad Account
Ensures events are tied to the correct campaign account.
Pixels
Select the Pixel used in campaigns
This is where events are recorded. Wrong Pixel = data unusable for optimization.
Conversion Events
Select standard event OR custom event
Defines what action is being sent (Lead, Purchase, etc.). Critical for optimization.
Conversion Value
Choose if value should be sent
Used mainly for revenue tracking (important for Purchase events). Enter the Currency and Amount to be pushed with the event.
Share Data
Select the user fields to be pushed
Allows sending user data (email, phone) for matching. Without this, match rate drops significantly.
Fbclid/Fb Lead ID
Select the fields where fbclid/fb lead id values are stored.
If fbclid/ fb lead id are stored in other fields rather than the system fields, map those fields from the dropdown. 
By default, the system fields fbclid/fb lead id are selected.




Step 5. Custom Conversion Event - Optional*

If you do not want to use standard events, create a custom event.
Click the option available next to Conversion Events.

5.1 Fields in Custom Event

Field
What to Enter
Explanation
Custom Event Name
e.g., AdmissionConfirmed
Name of the event sent to Meta. Must be consistent.

5.2 Value - Specify the value to be utilized for this conversion event.

Value Options 

Option
When to Use
Use same value for each conversion
Fixed-value events (e.g., ₹5000 per admission)
Use different value for each conversion
When value differs per lead (recommended for payments). Enter a default value if value against lead is not available, then this amount will be sent for that lead conversion. Once you create the action, you will get an option to map the field whose values you want to push in that conversion.
Don’t use value
Not recommended. Use only if value is irrelevant


Step 6. Final Step

  1. Save the node
  2. Publish the automation
Once published:
  1. Every time conditions are met
  2. The event is sent instantly to Meta via CAPI 

Key Things to Remember

  1. Always use conditions before the node
  2. Always select the correct Pixel
  3. Use standard events where possible
  4. It is recommended to share both Email and Mobile for better matching
  5. Use Amount mapping for revenue events
  6. Ensure that the Fbclid and Fb Lead ID system fields are enabled.

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