Meta Ads

If you run Meta ads, your ad account only optimizes on what it can see. Connect Meta and Formtoro reports what happens after the click — every form signup as a Lead event and every attributed order as a Purchase event — sent server-side through Meta's Conversions API. Your campaigns learn from real signups and real revenue, and your ad spend shows up inside Formtoro's analytics next to the revenue it drove.

What it does

• Lead events — when a shopper submits a form, Formtoro sends a Lead conversion to your Meta dataset (pixel), tied to the ad click that brought them.
• Purchase events — when an order is attributed to a form, Formtoro sends a Purchase conversion with the order value, so Meta optimizes on revenue, not just signups.
• Ad spend in analytics — with an ad account connected, Formtoro syncs your Meta spend daily and shows it alongside form revenue in Analytics.

Everything is server-side: no extra scripts on your storefront, and it works even when browser tracking is blocked. Identifiers like email and phone are hashed before they're sent, and every event carries a stable ID so retries never double-count a conversion in Meta.

Connect Meta

Go to Settings → Integrations and click Connect with Meta on the Meta card. Meta's own dialog opens: you pick the Business, the pixel, and the ad account to share, then you're returned to Formtoro. The connection uses a long-lived token, so there's nothing to renew on a schedule.

Finish setup: pick your dataset

Events are sent to one dataset (Meta's name for a pixel). After connecting, open Configure on the Meta card:

• If exactly one dataset is visible, it's selected for you — nothing to do.
• If you have several, pick the one your ads campaigns use.

Until a dataset is selected, the card shows a Finish setup badge and no events are sent — so if the badge is showing, that's the one thing left to do.

Configure options

The Configure page also covers:

• Ad account — optional. Selecting one turns on the daily ad-spend sync that powers the spend and return numbers in Analytics. You can toggle the sync off without disconnecting.
• Send test events — paste a test event code from Meta's Events Manager and Formtoro tags outgoing events with it for the next 30 minutes, so you can watch them arrive in the Test Events tab. Test mode switches itself off — you can't leave it on by accident.
• Limited Data Use — enable Meta's Limited Data Use flag for US privacy compliance if your legal setup calls for it.

How events are sent

Events go out automatically and asynchronously — a Meta outage never blocks a shopper's submission, and failed sends are retried until they land. A few details worth knowing:

• The Lead event fires when the submission is accepted. You don't need the shopper to finish checkout for Meta to see the signup.
• Purchase events use the order's actual processing time. Meta rejects events older than seven days, so a very late attribution is skipped rather than sent with a misleading timestamp — your Meta reporting stays honest.
• Event IDs are deterministic, so a retried or replayed event deduplicates inside Meta instead of inflating your conversion counts.

If access expires

If Meta access is revoked or expires — including removing Formtoro from your Meta Business settings — the card shows a warning: conversion events are paused until you reconnect. Click Reconnect Meta to run the same connect flow again; events resume once it completes.

Disconnect

Click Disconnect on the Meta card to stop sending events and syncing spend. Nothing already reported to Meta is affected. You can reconnect at any time.

Next steps

• Analytics & submissions — revenue, spend, and the funnel in one place.
• Klaviyo — sync the subscribers those ads are bringing in.
• Discounts — give ad traffic a reason to convert.