Send Conversions API Event

Getting here

Automate → Workflows, open a workflow, click + on the canvas, then pick Send Conversions API Event under Add Steps.

Before you start

• An owner, admin or agent can add this step and save the workflow. Publishing that workflow — the thing that makes it run on live conversations — is an owner or admin action.
• Building and running workflows depends on your plan; see pricing.
• This conversation's channel needs a WhatsApp, Messenger or Instagram connection in Settings → Integrations. Until then the drawer shows a connect card instead of the fields — on WhatsApp the dataset is created automatically on the first send; on Messenger and Instagram an owner or admin must link a Dataset ID and Dataset access token from Meta Events Manager on the channel in Settings → Channels.

Set up

1. Open the workflow and click + where the event belongs.
2. Pick Send Conversions API Event.
3. Choose Meta CAPI event name from Meta's business-messaging list.
4. Optional: set Value and Currency as a pair — naming only one sends the event with no price.
5. Optional: set Test event code to have the event land in Meta Events Manager's Test Events instead of counting as real traffic.
6. Save the step, then publish the workflow.

Fields

Meta CAPI event name

Which conversion this is, from Meta's business-messaging list (Purchase, LeadSubmitted, InitiateCheckout, AddToCart, ViewContent, OrderCreated and others).

Default: LeadSubmitted

Limits: Only Meta's business-messaging names are offered — the web-pixel-only names (Lead, CompleteRegistration) are rejected by Graph and do not appear here.

Value

The sale or lead's amount — a number, or a placeholder like {{deal.value}}.

Limits: Sent only paired with Currency; either alone is dropped, not sent as a bare number.

Currency

A 3-letter ISO code, or a single placeholder like {{deal.currency}} that resolves to one.

Limits: Sent only paired with Value.

Test event code (optional)

Meta Events Manager's test code, from its Test Events tool.

Limits: With a code set, the event lands in Test Events and is not counted as real traffic.

How it works

• What leaves Inchat, and when: the instant the step runs, one call to Meta's Conversions API carrying the event name, a de-duplication id, and identity signals for THIS conversation's channel — on WhatsApp, the WhatsApp Business Account id and the customer's phone number hashed with SHA-256 (never sent in the clear); on Messenger, the Page id and the page-scoped user id; on Instagram, the Instagram Business Account id and the IG-scoped id — plus the value/currency pair when both resolve, and Meta's click-to-WhatsApp click id when this conversation has one.
• WhatsApp events specifically need that click id on every send — Graph rejects a WhatsApp business-messaging event without one. A conversation with no ad signal at all (no referral, or one that declares organic traffic — a post, a shortlink) is not sent and does not fail either: the step reports it was skipped with the reason, and does not page anyone, since an always-on workflow meeting an ordinary organic thread every run is expected, not a misconfiguration. A conversation whose referral DOES suggest ad traffic but carries no click id is different — that is attribution being lost — and the step fails.
• A price is sent only as a matched pair. Naming just a Value, or just a Currency, or one of the two failing to resolve to something valid, still sends the event — it goes out with no price, and the step succeeds with a note explaining exactly what was missing, visible in the run's Activity tab.
• The Graph call is made every time the step runs, whether or not Meta ends up counting it twice — de-duplication happens on Meta's side, not by Inchat skipping the send. A Purchase fired from a run that started because a deal reached a pipeline stage is keyed to that deal, so Meta folds a repeat of the same win (a correction, a re-open and re-win) into one count, within the week-long window Meta dedups on. Every other event, and Purchase from any other trigger, is keyed to this conversation and the UTC calendar day, so a repeat later the same UTC day is folded into one but a repeat the next UTC day counts again.

When it fails

• This conversation's channel has no usable Conversions API dataset or token: the step fails with Channel has no CAPI dataset/token configured.
• The conversation has no channel at all: the step fails with Conversation has no channel for CAPI.
• A WhatsApp conversation whose referral suggests ad traffic carries no click-to-WhatsApp click id: the step fails, naming the ad id when one is known.
• Meta's Graph API refuses the call (an expired token, a misconfigured dataset, a Meta-side error): the step fails with CAPI Graph call failed and the reason Graph gave. This reason reaches the run's own Activity tab, not only Sentry.
• A failed event does not stop the run: the step is recorded failed and the flow moves straight to the next one.

Limits

• It publishes even with nothing connected. The connection card blocks editing the fields in the drawer, but not saving or publishing the workflow — a step left this way fails every time it runs, with the reason shown on the run (see When it fails), until the channel is connected.
• An organic WhatsApp conversation — one that never started from a click-to-WhatsApp ad — can never send an event from this step: it is skipped by design, permanently, for that conversation.
• It reports a conversion; it does not read one back. There is no way for a later step to ask Meta whether the event was accepted beyond a failed step meaning Graph refused it outright.
• It sends the Graph call every run — de-duplication is Meta's, not a skip on Inchat's side, so a workflow that fires this step often still spends Graph API calls even on repeats Meta will fold together.

Use cases

• Send Purchase with {{deal.value}} and {{deal.currency}} in a workflow on the Deal Stage Changed trigger, when the deal reaches a won stage, so the ad account that brought the lead sees the sale.
• Send LeadSubmitted as soon as a WhatsApp conversation starts from a click-to-WhatsApp ad, before anything else in the flow runs.

Related

• Move Deal to Stage — Open this contact's deal in a pipeline stage, or move it if one is already open — one fact from the funnel's point of view, with an optional amount and a guard against re-opening a deal someone has since moved.
• HTTP Request — Call an outside API over HTTPS and keep its response for later steps and conditions. Two things to know before using it today: placeholders in the URL and body are not resolved, and production had no host on its outbound allow-list at the time of writing — see Limits.
• Workflows: how a flow runs — A workflow is one trigger, optional conditions and an ordered list of steps; only a published workflow runs, and this article explains how a run starts, forks, pauses, fails and stops.