Your funnel converts. Your reporting does not
Most builders show a conversion rate. Almost none can say which of the eleven creatives in that campaign produced it, or why your ad account reports fewer leads than your CRM.
The missing leads are not a rounding error
A browser pixel loses events to ad blockers, iOS privacy settings and pages that close before the script loads. Every one of those is a lead you paid for that the algorithm never hears about.
It is the difference between scaling the ad that works and scaling the one that happened to spend the most.
Where the drop-off actually is
The amber step is where the money leaks. Fix that one before you touch the ad.
One event. Two paths. Counted once.
Every conversion fires from the browser and from our servers at the same moment, carrying the same event ID. If a blocker kills the browser call, the server call still lands. If both arrive, Meta keeps one.
A visitor becomes a lead
One event ID is minted, once, in the browser.
Browser pixel
Fast, and the first thing a blocker stops.
Sometimes blocked
Our server, Conversions API
Same event ID, hashed email and phone, click ID. Cannot be blocked by the browser.
Meta counts one conversion
Matched on event name and event ID. Nothing lost, nothing doubled.
The signals that decide whether an ad gets credit
Attribution is not one switch. It is six small things done on every visit, and any one of them missing is a lead counted against nothing.
First-party click IDs
The click ID is written to a first-party cookie the moment someone lands, without waiting on the pixel. A blocked pixel with a saved click ID still produces an event Meta can attribute.
Match signals, hashed
A lead's email and phone are hashed with SHA-256 before they leave, and sent with the click ID, the browser ID, a stable visitor ID, the IP address and the user agent. Those are what Meta matches a person on.
The ad stays on the lead
Campaign, ad set and ad IDs are read from the URL on landing, kept for the whole session and saved on the lead. That is the whole basis of cost per lead by creative.
An event for every step
Each page sends a named event when it is completed, such as QuizStart or Budget_Answered. Build a custom conversion on a mid-funnel step, so a small budget has something to learn from.
Good leads, told apart
A qualified ending fires CompleteRegistration once per session. A disqualified one does not. You can optimise toward the people your sales team wants.
Your events stay yours
A funnel sends to its own pixel and its own Conversions API credentials, and to nothing else. The access token is encrypted at rest and never shown again after you save it.
Meta goes deepest. Nothing is left out.
Server-side events are built for Meta. On every other platform the lead still arrives with its campaign, its ad and the platform's own click ID, so the report reads the same whoever sold the click.
Meta
Pixel and Conversions API with deduplication, plus campaign, ad set, ad and placement on every lead.
Google and YouTube
Connect Google Ads with one sign-in: conversion actions made for you, the Google tag and server conversions with deduplication, and the gclid, gbraid and wbraid click IDs kept on the lead.
TikTok
Tracking tags for campaign, ad group and ad, and the ttclid click ID kept on the lead.
LinkedIn
Tracking tags for campaign group, campaign and creative, and the li_fat_id click ID kept on the lead.
Anywhere else
Plain UTM tags for email, influencers, QR codes and partners, reported the same way.
No developer. About ten minutes.
- 01
Paste two values
A dataset ID and an access token from Meta Events Manager, once per funnel. Deduplication, hashing and the server relay are already built.
- 02
Tag the ad once
Copy the tracking tags for your platform from the publish screen into the ad's URL parameters. Every lead then arrives with its campaign and ad.
- 03
Watch it land
Send a test lead and check the event inspector: browser and server, one shared ID, and what Meta received.
The Meta pixel works on every plan. The Conversions API starts on Launch. Compare plans
What media buyers ask first
More on match quality, attribution and reporting in the full FAQ.
What is the Meta Conversions API, and do I need it?
The Conversions API (CAPI) sends your conversion events to Meta from a server, not only from the visitor's browser. Browsers lose events to ad blockers, iOS privacy settings and slow connections. If you spend real money on Meta ads, you want it: more of your leads get counted, and Meta's delivery learns from a fuller picture.
How does event deduplication work?
Every conversion is sent twice, once by the browser pixel and once by our server, and both copies carry the same event ID. Meta matches the pair on event name and event ID and counts one conversion. If the browser copy is blocked, the server copy still arrives, so you lose nothing and double count nothing.
Will this survive iOS and ad blockers?
Partly, and nothing survives them completely. What we do: write the click ID first-party the moment someone lands, generate a stable visitor ID, and send every event server-side so a blocked browser pixel does not mean a lost conversion. In practice that recovers a meaningful share of the events a browser-only setup drops.
Can I optimise my ads for a step inside the funnel?
Yes. Each page sends a named event when a visitor completes it, such as QuizStart or Budget_Answered, alongside the standard Lead and CompleteRegistration events. Build a custom conversion on any of them in Meta Events Manager, which helps when lead volume is too low for the algorithm to learn from leads alone.
Know which ad paid for the lead.
Build the funnel free, tag one ad, and read the report by creative. Everything else Unfunnel does is on the features page.