Security and privacy
What lead data TraceClose sends to Meta
In conversion events, TraceClose sends Meta the lead’s email, phone, name and country hashed with SHA-256, a lead identifier and, when the lead came from a tracked link, the Meta cookies, IP address and browser from the click. For click-to-WhatsApp ads, only the click ID and the WhatsApp Business account are sent. Only paid traffic leads are included.
When an event is sent
Nothing goes to Meta unless three things are on: the Send conversions option in Settings › Operations, a Meta connection with the Conversions destination function, and a CAPI event chosen for the stage in Settings › Pipeline. On top of that:
- Only leads with the Paid traffic source and attributed to an ad or link are included. Organic and outbound leads are never sent.
- Events older than 7 days are skipped, because Meta doesn’t accept them.
- The Purchase event is only sent with the sale amount and currency.
The step-by-step guide is in Send conversions to Meta.
What’s sent in each case
| How the lead arrived | What’s sent to Meta |
|---|---|
| Click-to-WhatsApp ad (click less than 7 days old, with the WhatsApp Business account and dataset configured) | The ad click ID (ctwa_clid) and the WhatsApp Business account ID. No personal data. |
| Tracked link or website lead with a browser | SHA-256 hashed lead data, the lead identifier, fbc/fbp cookies, the IP address and browser from the click, and the referring page. |
| Other paid traffic leads with a phone number | SHA-256 hashed lead data and the lead identifier. |
The lead data, field by field
- Email: lowercase, no spaces, hashed with SHA-256.
- Phone: digits only, with the country code, hashed with SHA-256.
- Name: first and last name, separately, hashed with SHA-256 (with and without accents, for a better match).
- Country: taken from the country code of the lead’s phone number, hashed with SHA-256.
- Lead identifier (
external_id): an internal TraceClose code hashed with SHA-256, with no personal data. - Value: for Purchase, the sale amount and currency.
SHA-256 is one-way hashing: Meta compares it with data it already has to find the person, but the original text is never transmitted. Empty fields are never sent.
Example
A lead at Example Co. (fictional data) clicked a tracked link from an Instagram campaign and, a few days later, made a $1,200.00 purchase. The Purchase event went out with the email customer@example.com and the phone number hashed, the Meta cookies and the browser from the click, and the value 1200 with the currency USD. A second lead, who came in through a click-to-WhatsApp ad, generated an event with only the click ID.
How to see what was sent
There’s no screen listing the events. The result shows up in the lead’s timeline: “Conversion event sent” or “Failed to send conversion event.” To test without affecting your campaigns, fill in the Pixel test code on the Meta connection and follow along in Events Manager.
Clinics and other healthcare businesses: check Meta’s rules on health data before turning on sending. The Clinic template comes with conversions turned off.
Didn’t work? See…
- The event doesn’t show up in Meta: see The sale doesn’t show up in Meta.
- The lead has no source: without attribution, nothing is sent. See Conversation with no source.
- I want to understand what TraceClose stores: see Privacy and the LGPD (the LGPD is Brazil’s data protection law).
Frequently asked questions
Does TraceClose send WhatsApp conversations to Meta?
No. Only the lead’s matching data (hashed), the click identifiers and, for Purchase, the sale amount are sent.
Are organic leads sent?
No. Only paid traffic leads attributed to an ad or link.
Can I turn sending off?
Yes: turn off Send conversions in Settings › Operations, or leave the stage without a CAPI event in Settings › Pipeline.
See the path from ad to sale in your WhatsApp.
Try TraceClose free for 7 days with your team. No card needed to try.