Conversion Sync
Send high-confidence conversion signals back to Meta and Google Ads for better optimization
Conversion Sync
Conversion Sync sends your real business outcomes back to ad platforms so they can optimize for what actually matters — revenue, not just clicks.
Most attribution tools stop at reporting. Conversion Sync closes the loop: when a customer pays, books an appointment, or becomes a qualified lead, Atribu tells Meta and Google about it so their algorithms learn which audiences and creatives drive real results.
Why this matters
Ad platforms optimize based on the signals they receive. If you only send page views and form submissions, their algorithms optimize for volume. If you send actual payment events with real revenue amounts, they optimize for customers who spend money.
Conversion Sync is not a generic event forwarder. It is a quality-gated feedback system that only sends high-confidence events with verified identity context. Weak signals get filtered out before they reach the platform.
How it works
- A conversion happens — a payment, lead submission, appointment, or pipeline change is recorded in Atribu
- Signal rules evaluate — your configured rules determine which events should be sent and where
- Quality gates filter — only events with sufficient identity context (email, phone, click IDs) pass through
- Privacy filters scrub — PII is hashed, sensitive fields stripped, URLs sanitized
- Platform receives the signal — Meta CAPI or Google Ads gets a clean, high-confidence conversion event
Events that don't pass are logged with a clear reason so you always know what was sent and what was filtered.
Getting started
When you first visit the Conversion Sync page, a guided setup walks you through three steps:
Connect your destinations
Link at least one ad platform (Meta or Google Ads) in Settings > Integrations. Conversion Sync uses these existing connections — you don't need to set up new OAuth flows.
Create a signal rule
A signal rule defines: what event triggers a signal, where it goes, and what value to attach. Click New Signal to open the rule builder.
Activate and monitor
Once your rule is saved and a destination is configured, signals start flowing. Monitor delivery in the Deliveries tab.
Creating signal rules
The rule builder is a 4-step wizard.
Step 1: Source — what triggers the signal
Choose what kind of event should create a signal:
| Source type | When to use | Example |
|---|---|---|
| Tracked event | An outcome from your website, payment provider, or CRM | Payment received, lead created, order placed |
| Pipeline stage change | A customer moves to a new stage in your CRM pipeline | Appointment booked, qualified, closed won |
For tracked events, select from your conversion definitions. For pipeline changes, select the target stage and optionally filter by the previous stage.
Value mode controls the monetary value sent with the signal:
| Mode | Behavior |
|---|---|
| Use actual amount | Sends the real payment/deal value from the event |
| Fixed amount | Sends a fixed value you choose (e.g., $50 per lead) |
| No value | No monetary value attached |
Step 2: Destinations — where to send
Toggle Meta and/or Google for each rule. You can optionally override the event name sent to each platform (e.g., send "Purchase" to Meta and "purchase" to Google).
A single rule can send to both platforms simultaneously. Each platform independently evaluates whether it has enough match context — a payment from a Meta ad click goes to Meta, a payment from a Google ad click goes to Google, and a payment with both identifiers goes to both.
Step 3: Privacy overrides
Each rule can add privacy restrictions on top of the profile-level settings. You can strip additional fields or block specific URL paths for this rule only. These overrides can only add restrictions — they cannot weaken the profile-level privacy settings.
In Healthcare Mode, this step shows all toggles locked and enforced by the HIPAA privacy floor.
Step 4: Review and save
Confirm your settings and save. The rule begins evaluating events immediately. You can edit or archive rules at any time.
Configuring destinations
The Destinations tab is where you configure the technical details for each ad platform.
Meta CAPI
| Setting | Description |
|---|---|
| Connection | Select your Meta Business Account (connected in Settings) |
| Pixel ID | Your Meta Pixel identifier |
| Quality preset | Controls how strict the identity matching requirements are |
| Test send | Send a test event to verify your Pixel receives data |
Quality presets control which events are sent:
| Preset | Requires | Best for |
|---|---|---|
| Lenient | Email/phone OR Meta click ID | Maximum signal volume, lower match rates |
| Balanced (default) | Strong identity — hashed email/phone + Meta identifiers when available | Recommended for most accounts |
| Strict | Both email/phone AND Meta click ID | Highest match confidence, fewer signals |
Google Ads
| Setting | Description |
|---|---|
| Connection | Select your Google Ads account (connected in Settings) |
| Conversion action | The Google Ads conversion action path |
| Quality preset | Balanced only — requires gclid for most events |
Google Ads uses a fixed balanced quality preset because Google's Enhanced Conversions require a Google Click ID (gclid) for reliable attribution.
Monitoring deliveries
The Deliveries tab shows a real-time feed of every signal event — sent, skipped, failed, or queued.
Filter and search
Filter the feed by:
- Platform — All, Meta, or Google
- Status — Eligible, Sent, Skipped, Failed, or Dead Letter
- Rule — Show events for a specific signal rule
Event detail
Click any row to see the full detail:
- Status and reason — Why the event was sent, skipped, or failed
- Quality signals — Which identity fields were present (email, phone, click IDs)
- Privacy filters applied — What was stripped before sending (IP, UA, referrer, etc.)
- Customer context — Campaign name, channel, lead quality score
- Payload — The actual data sent to the platform
Retry and replay
Failed events can be retried individually or in bulk. The replay feature re-evaluates events against your current rules and settings — useful after updating a destination configuration or fixing a connection issue.
Events that exhaust all retry attempts move to Dead Letter status and can be manually replayed.
Understanding skip reasons
When an event is filtered out, the feed shows a clear reason. Here are the most common:
| Skip reason | What it means | What to do |
|---|---|---|
| Missing Meta match data | No email, phone, or Meta identifiers available | Ensure your forms call identify() before submission |
| Missing Google click ID | No gclid found for this customer | Add UTM parameters to your Google Ads — see UTM setup |
| Low confidence | Identity stitching confidence too low | Improve form capture or CRM integration |
| Stage transition missing identity | Pipeline event not linked to a customer profile | Ensure GHL contacts have email/phone |
| Closed won no payment | Deal marked as won but no confirmed payment found | Connect Stripe or MercadoPago for payment verification |
| Platform source mismatch | Event came from the other platform's ad | By design — Meta events go to Meta, Google events go to Google |
| Healthcare allowlist blocked | Event type not on the HIPAA export allowlist | Add to the allowlist or keep it blocked |
| Legal gate blocked | Healthcare Mode legal requirements not met | Complete the DPA/BAA acceptance |
Privacy and compliance
Conversion Sync includes a full privacy layer that controls what data leaves Atribu.
Privacy modes
| Mode | Behavior |
|---|---|
| Standard | Configurable field stripping with blocklists for URLs and parameters |
| HIPAA | Allowlist-only export — only approved event types are sent, all PII stripped, Meta LDU enabled. See Healthcare Mode |
| Custom | Reserved for future use |
In HIPAA mode, the privacy panel switches from blocklist fields to allowlist checkboxes. The two approaches are mutually exclusive — you cannot have both.
What gets stripped
In all modes, you can configure which fields are removed before sending:
| Field | Standard (default) | HIPAA |
|---|---|---|
| Client IP | Optional | Always stripped |
| User agent | Optional | Always stripped |
| HTTP referrer | Optional | Always stripped |
| Page title | Optional | Always stripped |
| External IDs (fbclid, gclid) | Optional | Always stripped |
| URL path | Configurable | Origin only |
| Meta LDU flags | Optional | Always enabled |
Legal compliance
Healthcare accounts must complete a legal workflow before any signals are exported:
- Accept the DPA and HIPAA BAA via click-wrap
- Confirm compliance acknowledgements
- Upload supporting legal documents (optional)
The legal gate blocks all exports until these requirements are met. See Healthcare Onboarding for the full setup guide.
Change log
The Change Log tab records every action taken in Conversion Sync:
- Signal rules created, updated, or archived
- Destinations configured, enabled, or disabled
- Privacy settings changed
- Legal compliance updates
- Test sends and replay actions
Each entry shows who made the change, when, and what specifically changed.
Platform differences
Meta and Google handle conversion data differently. Conversion Sync accounts for these differences:
| Aspect | Meta CAPI | Google Ads |
|---|---|---|
| Identity matching | Hashed email + phone + Meta identifiers (fbp, fbc) | gclid + hashed email/phone (Enhanced Conversions) |
| Quality presets | Lenient, Balanced (default), Strict | Balanced only (locked) |
| Event name | Customizable (Purchase, Lead, Schedule, etc.) | Customizable label |
| Test sends | Supported | Coming soon |
| Staleness limit | 7 days | 90 days |
| Stage transitions | Supported with quality gates | Supported with quality gates |
| Value currency | Inherited from event or fixed | Inherited from event or fixed |
Related
- Install the tracker — required for web-based identity stitching
- Connect Meta Ads — set up the Meta connection used by Conversion Sync
- Connect Google Ads — set up the Google Ads connection
- Goals (Conversion Definitions) — define which business outcomes Conversion Sync can use
- Attribution Models — how Atribu distributes conversion credit
- Healthcare Mode — HIPAA-compliant export controls
- Identity Resolution — how anonymous visitors become known customers