In two lines: verify the connection, write the rule that says which stage sends which event, and only then turn sending on. From that moment Meta learns which of your leads turned into money. If you haven't read what an offline conversion is and what it's for, start with Offline conversions.

What you need before you start

Meta connected in Settings > Integrations, with an ad account and a pixel. The verification checks this for you.
Leads arriving with their origin: your lead sources mapped (Lead sources) and, if you capture from your site, the pixel installed (MB Suite Pixel). The more identifiers a lead arrives with, the more of your conversions Meta can match.
Deals with an amount loaded, if you're going to send Purchase: Meta rejects that event without a value, so it isn't sent (more on this below).
The role of owner or admin: only they configure and turn sending on. The rest of the team sees everything, read-only. Accepting Meta's terms, if they're pending, needs a Business Manager admin.

The five-step verification

Go to CRM > Settings > Conversions and open the Meta card with Configure. In Status, press Verify connection: the five checks run on their own.

Meta connection — the workspace needs a Meta account connected. If the session expired you'll read The Meta session expired — reconnect the account, and the step's button is Reconnect Meta.
Connection permissions — sending server-side events needs its own permissions. When one is missing, the step names it: The connection is missing the … permission — reconnect to update it.
Pixel detected — the pixel that will receive your conversions. If the ad account has none you read The ad account has no pixel — create one in Events Manager, and Open Events Manager takes you there. Later on you can change it from Health with Change pixel.
Custom Audiences terms — if this one comes back pending, use Accept terms: a Business Manager admin accepts the Custom Audiences Terms in a single click. Without them Meta can reject your events.
Test event — with the first four green, press Send test. When Meta confirms it you read Meta received the test event, and View in Events Manager takes you to see it on Meta's side.

The verification is re-runnable and each step that fails tells you its own fix: an expired session asks you to reconnect, a missing permission names it, an ad account with no pixel points you to Events Manager. Fix what it flags and press Verify connection again — it resumes where it stopped, it doesn't start over.

Mapping: which stage triggers which event

A rule reads like a sentence: when this happens, send this event with this value. The default one is what most teams need on day one: Is won, in All pipelines, sends Purchase with the Deal amount. If you ever delete it, Restore default rule brings it back.

Add rule and choose the trigger: Is won, Is lost or Enters a stage.
Pick the scope: a specific pipeline or All pipelines. If you choose Enters a stage, pick the pipeline first — stages belong to each pipeline.
Write the event. On Meta the field is open (Event name (e.g. Purchase)) with suggestions: its standard events —marked Standard— Purchase, Lead, Contact, Schedule, CompleteRegistration, SubmitApplication, StartTrial and Subscribe, plus Qualified and NotQualified, ours —marked Custom— for the qualification funnel. You can type any other name too: custom names show up in Events Manager on their own, and you can build your funnel with them.
Choose the value: Deal amount, a Fixed value, or No value for signals that aren't a sale.
Drag to reorder. The first rule that matches a change wins — put the specific ones above the general ones.

Send the negative signal too. A rule on Is lost with NotQualified teaches the algorithm who not to look for, and that's as valuable as telling it who to chase. A funnel of three or four signals —contacted, qualified, lost, purchased— gives Meta far more to learn from than the sale alone. This is where Meta's open field pays off: those names don't have to exist beforehand.

Which stage makes the best optimization target? Usually not the sale, but the qualification step before it: a good target is one that happens reasonably soon after the lead comes in and that a healthy slice of your leads actually reach. A stage almost nobody reaches, or one that takes months, gives the algorithm too little to learn from. Meta publishes its own eligibility requirements for this in Events Manager — check them there, since they change.

Purchase requires an amount: Meta rejects it without one, so a won deal with no value is not sent and shows up in the history as Not sent — deal without amount. Either load the amounts or give that rule a Fixed value. Never work around it with a zero: Meta reads a zero as a literal value and it drags your ROAS down.

Turn sending on

Only once your rules are written, go to Health and turn on Send conversions to Meta. You'll read Sending enabled — conversions now travel on their own. That same block shows the active pixel, the four thirty-day counters, the match-quality score and, under Advanced settings (collapsed by default), the Grace window.

Turning the switch on is always a deliberate human act — MB Suite never enables sending by itself, not even with all five checks green. And if another tool (an automation scenario, a script, another CRM) is already sending these same events to your pixel, turn it off first: two sources don't deduplicate each other and Meta ends up counting every conversion twice.

The grace window: room to undo a mistake

Someone drags a deal to Won by accident and pulls it back ten seconds later. You don't want that to reach Meta. That's what the Grace window is for: the send is queued instead of leaving immediately, and if the deal moves back within that time it cancels itself. It ships at ten minutes; you can shorten it, extend it, or set Immediate if you'd rather have no delay.

Once an event has left, Meta offers no way to take it back. If a deal is reverted after the window has closed, the conversion stays on Meta's side and the difference is simply visible between the two systems. The window is your only undo, so give yourself a realistic one.

Meta's window: seven days

Meta only accepts events up to 7 days old. Anything older is logged as Not sent — event too old (Meta accepts up to 7 days), and there's no retroactive backfill. In practice this shows up when you update deals in bulk or move something that had been sitting still for weeks: the milestone is real, but Meta simply won't take it. If your sales cycle is longer than a week, that's another reason to send an earlier qualification event and not only the sale.

How do I know it's working?

Health keeps four counters for the last thirty days: Attempts (30 d), Received, Failed and Not sent. History below has the row-by-row detail — each send with its deal, event, value, the identifiers it carried under Match, and its status. You can filter it, search it and Export CSV.

You also see it from the deal itself: when a conversion goes out, the deal's history records Meta received the conversion Purchase (with the amount, when the rule sends one), and a failure is recorded there too. So the salesperson working the deal sees the same truth as whoever configured the integration.

Event match quality (Meta) in Health is the score that tells you how well Meta can recognize the people you send. To raise it you don't touch a setting: fill in email and phone on your contacts: more identifiers = more matches, and keep your lead sources mapped. The whole subject —plus what each status means and why Meta's totals won't equal yours— is in Conversion sending: statuses, matching and numbers that don't match.

Start over: reset the Meta configuration

Inside the Meta detail, top right, the More actions (⋯) menu —which only owner and admin see— has Reset configuration…, and it only affects Meta. The modal spells out what it clears before you confirm: sending is turned off, the mapping rules go, and the selected pixel, verification and test status. What it doesn't touch: the Meta connection, managed in Settings > Integrations, and the History of conversions already sent. Confirm with Reset and Meta goes back to day one.

There's no undo: the rules are deleted, not archived. Restore default rule rebuilds the standard one (Is won → Purchase with the Deal amount), but any rule you wrote yourself has to be written again — note them down before you reset. Resetting doesn't reach Meta either: conversions already sent stay on its side, and a send still waiting in the grace window is cancelled and logged as Not sent — sending was off.

What data travels to Meta, and your responsibility

MB Suite sends Meta only what it needs to recognize the person behind the deal. Email, phone and name travel hashed with SHA-256, a one-way transformation: Meta never receives them in the clear. Alongside them go the advertising identifiers the lead already arrived with — the Meta lead ID, the Click ID (fbclid), the Meta pixel cookie, the WhatsApp click (CTWA) — which don't say who the person is on their own — though the platform that issued them can tie them to one of its users, so treat them as data about that person. The send log stores only the names of the identifiers used, never their content: that's exactly what the Match column shows you.

Even hashed, turning sending on means sharing data about your contacts with a third party, and Meta processes it under its own terms. Make sure you have the legal basis to do it —the consent and the privacy notice your contacts were given— before you flip the switch, especially if you operate in regions with data protection regimes such as the GDPR or the LGPD. The conditions that apply to your use of MB Suite are described in our Terms of Service.

Offline conversions: tell your ad platforms which leads became sales Activate Google Ads offline conversions step by step Activate TikTok offline conversions step by step Activate LinkedIn offline conversions step by step Conversion sending: statuses, matching and numbers that don't match Attribution: which campaign generated each sale (real ROAS)Install the MB Suite Pixel to attribute your web traffic

Still have questions?

Ask MIA, the MB Suite AI assistant: open it with the MB AI button (⌘J) in the top bar. MIA knows the section you're in, so you can ask it about what you see on screen — and it can also answer how-to questions about using MB Suite.

Activate Meta offline conversions step by step