How to Send a Meta Conversion API Action in GoHighLevel

This guide explains how to configure a Meta Conversion API action in GoHighLevel, step by step, using the original platform interface. Even if you track your work in ClickUp or other tools, you can follow this tutorial to send server-side conversion events from your workflows to Meta Ad Manager accurately.

The Meta Conversion API action in GoHighLevel lets you pass detailed event and user data to Meta, improving attribution, optimization, and reporting for your advertising campaigns. This article walks through every required field, event type, and configuration option so you can implement a reliable tracking setup.

Overview of the GoHighLevel Meta Conversion API Action

The Meta Conversion API action in GoHighLevel allows you to send events from automations directly to your Meta pixel via server-to-server communication. With the right setup, your CRM and funnel activity can be reported into Meta and used for:

• Improved campaign optimization
• More accurate conversion reporting
• Better audience building and retargeting

To use this feature correctly, you must understand the required account fields, how to map contact data, and how to define the event details.

Prerequisites for Using the GoHighLevel Meta Conversion API

Before you configure your Meta Conversion API action inside GoHighLevel, ensure you have the following ready in your Meta account:

• Access to Meta Events Manager
• Your Meta Pixel ID
• A system user access token with the proper permissions
• Your Meta Business Manager ID

These values are needed to authenticate the GoHighLevel action and send events to the correct assets in Meta.

Step 1: Create the Meta Conversion API Action in GoHighLevel

Inside your GoHighLevel workflow or automation, you will add the Meta Conversion API action and configure it with your Meta account details.

1. Open your GoHighLevel sub-account and navigate to the workflow where you want to send the event.

2. Click to add a new action and select the Meta Conversion API option.

3. In the action settings, locate the General or Account section where you will input your Meta details.

GoHighLevel Fields for Meta Account Configuration

Fill out the following required fields so GoHighLevel can authenticate with Meta:

• Pixel ID – Enter the Meta Pixel ID from Events Manager.
• Access Token – Paste the system user access token created in Business Manager.
• Business ID – Add your Business Manager ID if requested.
• Test Event Code (optional) – Use this when testing events in Events Manager’s Test Events section.

Save the action once these settings are correctly entered.

Step 2: Configure the GoHighLevel Event Details

Next, configure the event-specific options within the same GoHighLevel Meta Conversion API action. These settings define exactly what event is sent to Meta.

GoHighLevel Event Name and Source

In the event configuration area, complete the following:

• Event Name – Choose or type the standard Meta event (for example, Lead, Purchase, CompleteRegistration, Schedule, etc.).
• Event Source URL – Provide the URL where the event occurred, such as a funnel page, website URL, or application page.
• Action Source – Indicate where the event originated, such as website or system_generated, depending on your use case.

These fields help Meta understand the type of action that was taken and the context in which it occurred.

GoHighLevel Currency and Value Fields

If your event can include a monetary value, configure the financial details:

• Value – Use a static number or a dynamic field (for example, the opportunity value from a pipeline).
• Currency – Set the currency code (such as USD, EUR, or GBP), matching your account’s billing currency when possible.

Adding event value data improves the accuracy of return on ad spend and purchase reporting inside Meta Ad Manager.

Step 3: Map GoHighLevel Contact Data to Meta User Fields

Accurate user data mapping is crucial so Meta can match your server events to people on its platforms. Inside the GoHighLevel Meta Conversion API action, you can map contact fields to Meta’s user data parameters.

GoHighLevel User Data Mapping

Map the following fields where available in your GoHighLevel contact record:

• Email – Primary contact email.
• Phone – Primary phone number, including country code where possible.
• First Name and Last Name – Contact’s name details.
• City, State, Zip, Country – Location-based fields if you store them.
• Client IP Address and User Agent – If captured from web sessions or forms inside GoHighLevel.

The more complete and accurate this mapping is, the better Meta can deduplicate events and attribute conversions across devices and browsers.

Step 4: Add Custom Data and Funnel Details in GoHighLevel

You can also send additional custom data through the GoHighLevel Meta Conversion API action. This can include purchase metadata, funnel identifiers, or product information.

Configuring Custom Data in GoHighLevel

Common custom data fields you can pass include:

• Content Name – Name of the product, service, or offer.
• Content Category – Grouping such as course, service package, or subscription.
• Content IDs – Unique product or service IDs.
• Num Items – Number of items or units in the transaction.
• Order ID – Order or invoice identifier from your system.

Use GoHighLevel dynamic variables wherever possible so the data reflects the real-time context of each event.

Step 5: Configure UTM and Tracking Parameters in GoHighLevel

To maintain consistent attribution between GoHighLevel and Meta, you can pass UTM and tracking parameters through the Meta Conversion API action.

GoHighLevel UTM Field Mapping

When GoHighLevel has stored UTM parameters from your landing pages, map those into the event, for example:

• utm_source
• utm_medium
• utm_campaign
• utm_content
• utm_term

Sending UTMs helps you compare performance across analytics tools and confirm that your Meta reporting matches what you see in other platforms.

Step 6: Test Your GoHighLevel Meta Conversion API Events

Before you rely on your setup for production campaigns, test the events sent from GoHighLevel to Meta.

1. In Meta Events Manager, open your pixel and go to the Test Events tab.

2. If you used a Test Event Code in the GoHighLevel action, add the same code here.

3. Trigger the workflow in GoHighLevel (for example, submit a form or complete the tracked step).

4. Confirm that the event appears under Test Events with the correct name, parameters, and value.

Once the test is successful, you can remove or replace the Test Event Code for live tracking.

Troubleshooting GoHighLevel Meta Conversion API Issues

If events from GoHighLevel are not appearing in Meta, review the following common issues:

• Incorrect Pixel ID or Access Token – Verify there are no typos or outdated tokens.
• Missing Required Fields – Ensure event name, event source URL, and at least one user identifier (such as email) are provided.
• Time Zone or Timestamp Problems – Confirm your GoHighLevel account and workflows use correct time settings.
• Event Deduplication Conflicts – If you are sending both browser and server events, align event IDs and check deduplication settings.

You can cross-check your settings and logic against the original documentation to confirm correct field usage and permissions.

Additional Resources

For a more in-depth technical reference, see the original help article on how to send a Meta Conversion API action for Ad Manager in GoHighLevel: Official GoHighLevel Meta Conversion API guide.

If you need strategic guidance on tracking architecture, analytics, or funnel optimization, you can explore consulting resources at Consultevo.

By accurately configuring the Meta Conversion API action in GoHighLevel and thoroughly testing your events, you can achieve more reliable attribution, stronger optimization signals, and better reporting for your Meta advertising campaigns.

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