Understand Meta CAPI events sent by Metrikia
Complete list of Meta CAPI events Metrikia ships for each step of your sales funnel, and how they feed Meta's optimisation algorithm.
Understand Meta CAPI events sent by Metrikia
When Meta CAPI conversion feedback is enabled on your Meta data source, Metrikia automatically ships 5 events to Meta Business Manager. Each event maps to a specific step in your sales funnel.
Mapping table
| Metrikia step | Meta event | When it fires |
|---|---|---|
| Lead created | Lead | A lead is created (pixel, leadform or CRM) |
| Lead status moves to "Contacted" | Contact | The lead has been qualified and reached out |
| Lead status moves to "Appointment booked" | Schedule | A meeting is confirmed in your CRM |
| Lead status moves to "Deal pending" | SubmitApplication | The lead is in the closing phase |
| Deal won | Purchase | The deal is won, with monetary value attached |
Other status transitions (New, No response, Appointment proposed, No show, Nurturing, Disqualified) do not trigger any Meta event. "Closed Won" flows through the corresponding Deal's Purchase event, not via a status transition, so the monetary value reaches Meta.
Why these 5 events
Meta optimises your campaigns by learning from the signals you send. The closer the signal is to the final conversion, the faster the algorithm converges on the right profiles:
Leadlearns who clicks and leaves contact details.Contactfilters the leads that are truly reachable.Scheduledistinguishes seriously interested prospects.SubmitApplicationidentifies profiles in the purchase phase.Purchaseconfirms the final conversion and its value.
Without the mid-funnel signals, Meta optimises on Lead only, which is too broad and inflates your cost per acquisition.
Verifying in Meta Business Manager
- Open Business Manager > Events Manager.
- Select your pixel.
- Overview tab: the 5 event names appear in the list of received events.
- Event Match Quality tab: EMQ score per event. Aim for above 5 out of 10.
Safety and historical data
Metrikia never resends historical leads to Meta (for example a bulk import of old CRM contacts). This safeguard protects your Business Manager from retroactive pollution that would skew your ROAS.
If an event is missing
The 5 events are universal and not tenant-configurable today. If your funnel needs a different mapping (for example StartTrial for a free trial), use Ideas and Roadmap in Settings to file the request.
Previous guide
CRM mapping: campaign name or ad name?
Next guide
Connect your contact form to attribution
To go further, check out our blog, the documentation or contact support.