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Meta Conversions API Integration

Connect TrolleyShield to Meta (Facebook Ads) to send lead events via the Conversions API (CAPI). When a call or form submission is classified as a qualified lead and has Facebook attribution data, a Lead event is sent to Meta for offline conversion tracking.

Requirements​

  • A paid plan
  • A Meta Pixel ID
  • A Conversions API access token (generated in Meta Events Manager)

Setup​

1. Get Your Credentials​

  1. Go to Meta Events Manager
  2. Select your Pixel under Data Sources
  3. Note your Pixel ID (numeric, shown at the top)
  4. Go to Settings tab
  5. Scroll to Conversions API section
  6. Click Generate Access Token
  7. Copy the token

2. Connect in TrolleyShield​

  1. Go to Settings → Integrations → Meta in the TrolleyShield dashboard
  2. Enter your Pixel ID
  3. Enter your Conversions API Access Token
  4. Click Connect

TrolleyShield validates the connection by sending a test event. If the credentials are invalid, you'll see an error.

How It Works​

When a call or form submission meets these conditions, a Lead event is sent to Meta:

  1. The call/form has a fbclid (Facebook click ID) or fbp (Facebook browser ID)
  2. AI analysis has completed

Data Sent to Meta​

Each Lead event includes:

  • User data (hashed for privacy): phone number, email (forms only), city, state, country
  • Facebook matching: fbc (derived from fbclid) and fbp (browser ID)
  • Custom data: intent classification, confidence score, conversion value
  • Event metadata: action source (phone_call or website), landing page URL

Privacy & Hashing​

All personally identifiable information (phone, email, city, state, country) is SHA-256 hashed before being sent to Meta, as required by the Conversions API. TrolleyShield never sends raw PII to Meta.

Attribution Sources​

CallRail​

CallRail captures fbclid from session tracking (website pools). When a call comes in on a tracked number, the fbclid is extracted from CallRail's milestone data and used for Meta matching.

GoHighLevel​

Map the fbclid from GHL's attribution source: {{contact.attributionSource.clickId}}. This is the same field used for Google Ads — GHL stores the click ID generically.

Public API​

Pass fbclid and optionally fbp in the call ingest request:

{
  "tracking_number": "+15551234567",
  "transcript": "...",
  "fbclid": "fb.1.1234567890.AbCdEf...",
  "fbp": "fb.1.1234567890.1234567890"
}

DNI (Dynamic Number Insertion)​

The DNI script captures fbclid from URL parameters when a visitor lands on your website from a Facebook ad. This is stored in the DNI session and used for conversion matching.

Troubleshooting​

"Failed to connect to Meta" Error​

  • Verify your Pixel ID is numeric (no letters)
  • Check that the access token was generated for the correct Pixel
  • Tokens can expire — generate a new one in Events Manager if needed

Events Not Appearing in Meta Events Manager​

  • Events may take up to 20 minutes to appear
  • Check the Test Events tab in Events Manager for debugging
  • Ensure the call/form has fbclid or fbp — without these, Meta can't match the event
  • Verify the Pixel ID matches the one in your ad account

Low Match Rate​

  • For best matching, include both fbclid and fbp
  • Phone number matching improves rates — ensure caller phone numbers are captured
  • For forms, include email in the form data — email is a strong matching signal