Send lead conversions from Viewers directly to Facebook Ads. When someone submits their information through your widget, Facebook receives the conversion event - helping you optimize your campaigns, build better audiences, and track your true cost per lead.
This integration is available on all plans, including Free.
How It Works
When a lead is captured on your site, Viewers fires a conversion event to your Facebook Pixel. Facebook then attributes that conversion to the ad that drove the visitor, giving you accurate data on which campaigns, ad sets, and creatives are actually generating leads.
No code changes required. Just add your Pixel ID and Viewers handles the rest.
What You’ll Need
- A Meta Business account
- A Facebook Pixel set up for your website
- Your Facebook Pixel ID
Finding Your Facebook Pixel ID
- Go to your Meta Events Manager
- Select your Pixel from the left sidebar
- Click Settings
- Copy your Pixel ID (a 15-16 digit number)
The Pixel ID is a numeric string that identifies your specific pixel.
Setting Up the Integration
- Log in to your Viewers dashboard
- Go to Automations
- Find Facebook Ads and click to configure
- Enter your Pixel ID
- Configure your options (see below)
- Save your settings
Configuration Options
Value per Lead (Optional)
Assign a monetary value to each conversion. This helps Facebook optimize for value and lets you track revenue metrics in Ads Manager.
Examples:
- If your average customer is worth $500 and 10% of leads convert, your value per lead is $50
- If you charge $30 per qualified lead, enter $30
Supported currencies: USD, EUR, GBP, CAD, AUD
Leave this blank if you don’t want to pass a value.
Lead Types to Track
Choose which modules should fire conversions to Facebook. You might want all lead types tracked, or only specific ones.
Available modules:
- Chat
- Feedback
- Custom
- Newsletter
- Share
- Contact Us
- Discount (Spin to Win)
Select the modules that represent meaningful conversions for your Facebook campaigns. For example, if you’re running ads to capture newsletter signups, only track Newsletter leads.
Selective Conversion Tracking
Control when conversions fire to Facebook. This helps ensure you’re only counting quality leads.
Sync all conversions (default) Fires the conversion immediately when a lead is captured. Use this for maximum data and fastest optimization.
Sync only verified emails Only fires the conversion after the lead’s email has been verified as valid and deliverable. This filters out fake or mistyped emails. May take a few minutes after capture.
Sync only enriched leads Only fires conversions for leads that have company/contact enrichment data. This ensures you’re only counting business leads with real company information. May take a few minutes after capture. Requires a PRO plan for enrichment.
Best Practices
Start with “Sync all conversions” This gives Facebook the most data to optimize against. More conversion data means better ad delivery and lower costs per lead.
Use “Sync only verified emails” if you’re seeing spam If your campaigns are attracting bot traffic or fake submissions, switching to verified-only filters out the junk before it hits Facebook.
Use “Sync only enriched leads” for B2B If you’re targeting business decision-makers and only care about conversions with company data, this ensures Facebook optimizes for the leads that matter to you.
Set a realistic lead value Don’t inflate your value per lead - it’ll skew your ROAS calculations. Use your actual average lead value based on conversion rates and customer lifetime value.
Match your lead types to your campaign goal If your Facebook ad promotes a discount offer, only track Discount module conversions. This keeps your data clean and your optimization focused.
Verifying the Integration
After setting up:
- Run a test by submitting a lead through your widget
- Wait a few minutes (especially if using verified or enriched sync)
- Check your Meta Events Manager for the incoming conversion
- Use the Test Events tool in Events Manager to see real-time events
- Verify the event shows the correct value (if you set one)
Troubleshooting
Conversions not appearing in Facebook?
- Double-check your Pixel ID is correct (should be 15-16 digits)
- Make sure the integration is saved and enabled in Viewers
- If using verified/enriched sync, wait a few minutes - these don’t fire instantly
- Check that the lead type you submitted is selected in “Lead Types to Track”
Conversion counts don’t match Viewers?
- If using “Sync only verified emails,” invalid emails won’t fire conversions
- If using “Sync only enriched leads,” personal email addresses (Gmail, Yahoo, etc.) won’t fire conversions since they can’t be enriched
- Facebook’s attribution window may differ from your expectations
Value not showing in Facebook?
- Make sure you entered a number in the Value per Lead field
- Verify you selected a currency
iOS 14+ tracking issues?
- Due to Apple’s App Tracking Transparency, some conversions from iOS users may not be attributed. This is a platform-wide limitation, not specific to Viewers.
Frequently Asked Questions
Do I need the Facebook Pixel installed on my site separately? Yes. Viewers sends conversion events to your existing pixel. You still need the base pixel code installed on your website for Facebook to track visitors and match conversions.
Will this work with the Conversions API (CAPI)? Viewers fires events to your pixel. If you have CAPI set up separately, you may see duplicate conversions. Contact us if you need help with deduplication.
Can I track different conversion values for different lead types? Not currently. The value per lead applies to all tracked conversions. If you need different values per module, contact us about custom setups.
How quickly do conversions appear in Facebook? For “Sync all conversions,” within seconds. For verified or enriched sync, it may take a few minutes while we verify the email or enrich the lead. Facebook Events Manager shows events in near real-time.
Does this work with Instagram ads? Yes. Facebook and Instagram ads use the same Pixel and Events Manager. Conversions from Instagram ad traffic are tracked the same way.
Is this available on the Free plan? Yes. The Facebook Ads integration is available on all plans. However, “Sync only enriched leads” requires a PRO plan since enrichment is a PRO feature.
Need Help?
If you have questions about connecting Viewers to Facebook Ads, contact us.