How to Send Conversion Data to Ad Manager via CAPI

By Sparkforge Support Team ·Last reviewed May 3, 2026

Create a conversion pixel under Ad Manager > Settings > Conversions, then use it inside workflows to send Funnel Event or Lead Event data back to Facebook via CAPI for ad optimization and retargeting.

Sending conversion data back to Facebook via the Conversions API (CAPI) sharpens ad targeting, retargeting, and ROAS measurement. Sparkforge generates the pixel and code for you so you can wire it into workflows without touching Facebook's developer tools.

Where to create a conversion pixel

  1. Open Ad Manager.
  2. Click the gear icon to open Ad Manager Settings.
  3. Go to the Conversions tab.

The Conversions tab lists every pixel pulled in from your connected Meta Ad account, plus any pixels you create directly in Sparkforge.

Settings tabs at a glance

  • Integrations — connected ad accounts.
  • Pages — Facebook Pages you have linked.
  • Conversions — pixels and CAPI events.
  • Audiences — saved audience targets.
  • Subscription — your ad billing details.

Create a new conversion pixel

  1. On the Conversions tab, click Create new conversion pixel.
  2. Name the pixel.
  3. Sparkforge generates the Pixel ID and code automatically.

You will reference this pixel inside workflows when sending CAPI events back to Facebook.

Why use a conversion pixel

  • Track conversions — purchases, sign-ups, form submissions.
  • Optimize ads — Facebook learns which audiences convert.
  • Retarget — show ads to visitors who did not convert.
  • Measure ROAS — connect ad spend to revenue.
  • A/B test — compare ad variations with real outcome data.
  • Cross-device tracking — follow users across phone and desktop.
  • Custom events — fire on specific actions like video views.
  • Audience segmentation — build audiences from on-site behavior.

What Sparkforge handles for you

  • Pixel ID and code are generated automatically.
  • UTM parameters are added to the pixel for tracking — you do not configure them manually.
  • Goal type defaults to Funnel Event on creation.
  • Goal type updates to Lead Event when the pixel fires from a Facebook lead form moving between opportunity stages.
  • One pixel can carry both Funnel Event and Lead Event data simultaneously.

Goal types explained

  • Lead Event — used when a Facebook form lead moves between stages in an opportunity pipeline.
  • Funnel Event — used for form submissions, survey submissions, chat widget replies, and number pool calls.

Frequently Asked Questions

Do I need a separate pixel for Lead Events and Funnel Events?
No. A single conversion pixel can send both Funnel Event and Lead Event data to Facebook. The goal type updates automatically based on what kind of event fires through the pixel.
Do I have to set up UTM parameters manually?
No. Sparkforge adds UTM parameters to the pixel automatically so attribution works without manual setup.
Where do I use the pixel after creating it?
Inside workflows. Add a CAPI event action and reference the pixel you created. The workflow will send conversion data to Facebook each time the action runs.
What is the difference between Pixel ID and the pixel code?
The Pixel ID is the unique identifier Facebook uses to recognize the pixel. The code is what Sparkforge uses internally to fire CAPI events. Both are generated for you when you create the pixel.

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