Track Conversions in GoHighLevel

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How to Send Conversion Data to Ad Manager from GoHighLevel

Accurately tracking conversions is essential for optimizing ad spend across platforms like Google Ads and Facebook. Many teams coordinate performance tracking in tools like ClickUp while using GoHighLevel for funnels and automation. This guide explains how to send conversion data from your GoHighLevel account to Meta Ad Manager (Facebook) using webhooks and custom values.

By the end of this tutorial, you will be able to trigger conversion events from your pipelines and workflows and pass them into Ad Manager for better attribution and reporting.

Overview: Why Connect GoHighLevel Conversions to Ad Manager

When you connect GoHighLevel events to Ad Manager, you can:

  • Track which campaigns and ads generate leads and sales.
  • Optimize bidding based on real conversions instead of just clicks.
  • Build and refine retargeting and lookalike audiences.
  • Measure funnel performance across your GoHighLevel pipelines.

This connection is made using webhooks and specific parameters that Ad Manager recognizes as standard conversion signals.

Prerequisites for GoHighLevel Conversion Tracking

Before you start, make sure you have the following in place:

  • An active GoHighLevel account with access to workflows and pipelines.
  • A Meta (Facebook) Ad Manager account with the Conversions API or Pixel configured.
  • Permission to create and manage webhooks in your workspace.
  • The URL or endpoint from Ad Manager or your middleware (for example, a server handling Conversions API requests).

The official reference steps are outlined in the GoHighLevel help center here: How to send the conversion data to Ad Manager.

Step 1: Identify the Conversion Event in GoHighLevel

Your first task is to decide which action in GoHighLevel should count as a conversion. Typical events include:

  • New lead created in a specific pipeline stage.
  • Opportunity moved to a “Won” or “Closed” stage.
  • Form or survey submitted on a funnel page.
  • Appointment booked or confirmed.

Choose the specific workflow or pipeline stage that represents a successful conversion and will trigger your webhook.

Common Conversion Triggers in GoHighLevel

  • Pipeline stage change: When an opportunity moves into a conversion stage.
  • Form or funnel submission: When a contact completes a key form.
  • Tag added: When a contact receives a tag such as “Purchased” or “Qualified Lead”.

Once you have a clear trigger, you can configure the system to send conversion data automatically.

Step 2: Create or Edit the Workflow in GoHighLevel

Next, configure a workflow inside GoHighLevel that will fire whenever your chosen conversion event occurs.

  1. Log in to your GoHighLevel account.

  2. Navigate to Automation > Workflows.

  3. Create a new workflow or open an existing one that handles your conversion logic.

  4. Set the workflow trigger, such as:

    • Pipeline Stage Changed
    • Form Submitted
    • Tag Added
    • Appointment Status Changed

Ensure this trigger represents a completed conversion rather than an early-stage lead, so your Ad Manager reports stay accurate.

Step 3: Add a Webhook Action in GoHighLevel

To send conversion data out of GoHighLevel, add a webhook action to the workflow.

  1. Inside the workflow, click + Add Action.

  2. Select Webhook from the list of available actions.

  3. Enter the webhook URL provided by your Meta Conversions API setup or intermediary service.

  4. Choose the HTTP method required by your endpoint (commonly POST).

The webhook will transmit contact and conversion details from GoHighLevel every time the workflow trigger conditions are met.

Recommended Fields to Send from GoHighLevel

For best results, pass as much standard information as possible in your webhook body. Common fields include:

  • Contact name and email address.
  • Phone number (if available).
  • Conversion type or event name.
  • Conversion value or revenue (if applicable).
  • Timestamp of the conversion.
  • Lead source or campaign identifiers.

These details help Ad Manager attribute conversions correctly to your ads and audiences.

Step 4: Use Custom Values in GoHighLevel Webhooks

GoHighLevel supports dynamic custom values that you can inject into the webhook payload. This allows you to send contact-specific and event-specific data to Ad Manager.

When building the webhook body, insert custom values such as:

  • {{contact.first_name}}
  • {{contact.email}}
  • {{contact.phone}}
  • {{opportunity.pipeline_stage}}
  • {{opportunity.value}}
  • {{appointment.start_time}} or similar scheduling variables.

Match these values to the parameters expected by your Conversions API or middleware. For example, map:

  • {{contact.email}} to the Ad Manager email field.
  • {{opportunity.value}} to the conversion value or purchase amount.

Using custom values ensures every conversion event from GoHighLevel is tied to the correct contact and transaction.

Step 5: Map GoHighLevel Data to Ad Manager Parameters

Your receiving endpoint must translate webhook data from GoHighLevel into the specific format required by Meta Ad Manager. This typically involves mapping fields such as:

  • event_name – e.g., Lead, Purchase, CompleteRegistration.
  • event_time – the timestamp from your workflow or pipeline stage.
  • user_data – hashed email, phone, or other identifiers.
  • custom_data – value, currency, content_name, or other metadata.

Check your Conversions API or Pixel configuration to ensure these parameters are aligned with the events you want to optimize for.

Example Mapping Strategy

  • Conversion trigger: Opportunity moves into the “Won” stage in GoHighLevel.
  • Webhook body includes: name, email, phone, opportunity value, pipeline stage, and timestamp.
  • Endpoint converts data to: event_name = Purchase, event_time = conversion timestamp, value = opportunity value, currency = chosen currency code.

This approach lets Ad Manager register each closed opportunity as a conversion that can be used for reporting and optimization.

Step 6: Test the GoHighLevel Conversion Webhook

After configuring the workflow and webhook in GoHighLevel, test the integration thoroughly.

  1. Create a test contact in your account.

  2. Manually move the contact through your funnel or pipeline until the conversion trigger is fired.

  3. Confirm that the workflow runs and the webhook is executed.

  4. Check your receiving endpoint or server logs to see the payload coming from GoHighLevel.

  5. Verify that the event appears in Meta Ad Manager under your configured conversion events.

If the event does not appear, confirm:

  • The webhook URL is correct and active.
  • All required fields for the Conversions API are present.
  • Custom values are formatted and mapped properly.

Best Practices for Maintaining GoHighLevel Conversion Tracking

To keep your tracking accurate and reliable, follow these practices when working with GoHighLevel and Ad Manager:

  • Standardize event names across your workflows so each conversion has a clear, consistent label.
  • Limit conversion triggers to the most meaningful actions (for example, purchases or qualified leads) to avoid over-counting.
  • Document your data mapping so your team knows which fields in GoHighLevel connect to which Ad Manager parameters.
  • Review attribution regularly inside Ad Manager to ensure conversions align with your funnel metrics.
  • Update workflows whenever your funnels or pipelines change so the webhook still fires at the correct stage.

Additional Resources for GoHighLevel Users

For more advanced setups, you may want to use middleware, custom servers, or consult with a specialist to manage complex Conversions API workflows between GoHighLevel and Meta Ad Manager. You can also explore professional support and strategy resources at Consultevo.

To reference the official product documentation for this feature, review the article: How to send the conversion data to Ad Manager.

Conclusion: Align GoHighLevel Conversions with Ad Manager

By connecting your workflows, webhooks, and custom values, you can send clean, reliable conversion data from GoHighLevel directly into Meta Ad Manager. This integration helps you understand which ads and funnels drive real results, improves optimization, and keeps your reporting consistent across platforms. Configure the triggers, map your data correctly, and test thoroughly to ensure your conversion tracking remains accurate over time.

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