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

1. A conversion happens — a payment, lead submission, appointment, or pipeline change is recorded in Atribu
2. Signal rules evaluate — your configured rules determine which events should be sent and where
3. Quality gates filter — events older than the platform's staleness limit are dropped, duplicate copies of the same booking that arrived through more than one path (tracker + CRM) collapse into one canonical event, and only events with sufficient identity context (email, phone, click IDs) pass through. In Healthcare Mode, the export allowlist is checked first
4. Privacy filters scrub — PII is hashed, sensitive fields stripped, URLs sanitized
5. 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:

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:

For tracked events, select from your conversion definitions. For pipeline changes, select the target stage and optionally filter by the previous stage. Pipeline rules can also trigger when a customer exits a stage, and can be filtered by the source system that reported the change.

Value mode controls the monetary value sent with the signal:

Value modes apply to tracked events. Pipeline stage rules are always sent without a value — they are non-revenue optimization signals.

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). For Meta you can also choose the optimization category Atribu uses when it auto-creates a Custom Conversion, and preview the live CAPI payload. The Google event name is a display label only — the actual payload is keyed to the destination's conversion action.

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 override privacy settings on top of the profile-level defaults — strip additional fields or block specific URL paths for this rule only. In standard mode the rule-level override takes precedence over the profile settings, so it can tighten or relax them for this rule; review it carefully.

In Healthcare Mode, the HIPAA privacy floor is enforced — overrides can only add restrictions, never weaken them — and this step shows all toggles locked.

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

Quality presets control which events are sent:

"Meta click ID" means fbc (from an ad click) or ctwa_clid (from a Click-to-WhatsApp ad) — the fbp browser cookie does not count. On top of the preset, each destination has optional hard gates — Require click ID, Require email, Require phone — that drop any event missing that signal, regardless of preset.

Google Ads

Google Ads uses a fixed balanced quality preset because Google's Enhanced Conversions require a Google Click ID (gclid) for reliable attribution.

Click-to-WhatsApp conversions

If you run Click-to-WhatsApp (CTWA) ads, Conversion Sync exports the outcomes of those conversations back to Meta automatically — no extra rule configuration needed.

1. Capture — when someone messages you from a CTWA ad, the first message carries a click ID (ctwa_clid). Atribu stores it on the customer profile and the conversation.
2. Automatic upgrade — any matched signal whose customer has a stored ctwa_clid is sent as a business-messaging event: the action_source becomes business_messaging with WhatsApp as the messaging channel, and the payload carries the ctwa_clid and your WhatsApp Business Account ID alongside hashed email/phone.
3. Event names — business-messaging events use Meta's messaging event names unless the rule sets an explicit override:

A few things to know:

• One event per click — Meta accepts at most one conversion per ctwa_clid. Atribu enforces this against previously sent events and within each batch; extra events are skipped with the reasons whatsapp_ctwa_max_events_reached and whatsapp_ctwa_duplicate_in_batch.
• Quality gates — ctwa_clid counts as the Meta click ID: lenient passes on it alone, and strict accepts it in place of fbc.
• Datasets — use Connect a data source on the Meta destination to wire it to a WhatsApp, Messenger, or Instagram dataset; conversions are then sent to that dataset with the messaging asset's token instead of the ad account's Pixel token.
• Relay automatic events — a per-destination toggle that additionally relays Meta's own NLP-detected WhatsApp events (leads, purchases) to CAPI, with no signal rule needed. Not available in the EU, UK, or Japan.
• Testing — the WhatsApp (CTWA) test button sends the production payload shape with a sample click ID.

Monitoring deliveries

The Deliveries tab shows a feed of every signal event — sent, skipped, failed, or queued. Use Refresh feed to pull the latest.

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 sends retry automatically — up to 4 attempts with exponential backoff (1, 2, 4… minutes, capped at 30 minutes). Events that exhaust all attempts move to Dead Letter status.

Failed, skipped, and dead-lettered events can be replayed individually or in bulk. Replay re-evaluates events against your current rules and settings — useful after updating a destination configuration or fixing a connection issue.

Understanding skip reasons

When an event is filtered out, the feed shows a clear reason. Here are the most common:

Configuration problems (a missing pixel, a disconnected account, a missing conversion action, a disabled destination) surface as their own reasons naming the missing piece — fix the destination configuration and replay. WhatsApp-specific reasons are covered in the Click-to-WhatsApp conversions section above.

Privacy and compliance

Conversion Sync includes a full privacy layer that controls what data leaves Atribu.

Privacy modes

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:

Legal compliance

Healthcare accounts must complete a legal workflow before any signals are exported:

1. Accept the DPA and HIPAA BAA via click-wrap
2. Confirm compliance acknowledgements
3. 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 when the change happened and what specifically changed.

Platform differences

Meta and Google handle conversion data differently. Conversion Sync accounts for these differences:

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