Meta Conversions API for brokers: send deposits, not just leads

If your Meta campaigns bring plenty of leads but few depositors, the problem usually isn't your creative. It's what you're teaching the algorithm.

The problem: Meta optimises for what it sees

When you run a Lead campaign, Meta finds people likely to fill in a form. Those aren't always people likely to deposit. Meta never learns the difference unless you tell it.

The fix: server-side conversion events

The Meta Conversions API (CAPI) lets your CRM send events directly to Meta from your server:

With Purchase events flowing, you can optimise campaigns for value and build lookalike audiences from real depositors.

Why server-side beats the pixel

• No browser blockers: ad blockers and iOS privacy settings don't stop server events.
• Offline moments: deposits happen in your back-office, not on a web page the pixel can see.
• Better matching: you can send hashed email and phone, which improves event match quality.

What to send with each event

• event_name, event_time and a unique event_id (for deduplication)
• Hashed email and phone (SHA-256)
• fbc / fbp click identifiers if you captured them on the landing page
• For Purchase: value and currency
• action_source: system_generated or website

Setup checklist

1. Create a dataset (pixel) in Meta Events Manager and generate an access token.
2. Capture fbclid / fbc on your landing pages and store them on the lead.
3. Map CRM statuses to events (Lead, Qualified, Purchase).
4. Send the first deposit as a Purchase with the deposit amount.
5. Check Event Match Quality in Events Manager and aim for "Good" or better.
6. After 50+ purchase events a week, test value-optimised campaigns.

Compliance notes

• Only send data you have consent to share, and update your privacy policy.
• Hash personal data before sending it.
• Don't send sensitive financial details beyond the deposit value.

How Alphorix does it

Alphorix sends Lead, qualification and first-deposit events to the Meta Conversions API automatically, with hashed contact data and click IDs captured on Alphorix forms and landing pages. Campaign reports then show spend, leads, FTDs and ROAS in one view.

Read: What is FTD tracking → · Book a demo →