Troubleshooting

The sale doesn’t show up in Meta

Updated September 28, 2026

Start with the lead’s history

In the lead panel, under History, look for:

• “Conversion event sent (Purchase)”: TraceClose delivered the event to Meta. If it doesn’t show up in Events Manager, see the “Sent, but I don’t see it in Meta” section.
• “Failed to send conversion event (Purchase)”: Meta rejected it or didn’t respond after the retries. See “Failed: what it usually is”.
• Neither: the event didn’t apply. See the checklist below.

If you see “…, sent later”, the event failed on one attempt and went out on a later one. There’s no screen listing all conversions or the reason for a failure: the record lives in each lead’s history.

Checklist: why the event wasn’t sent

1. Is sending on? Settings › Operations › Ad conversions › Send conversions. When it’s off, the pipeline editor warns “Conversion sending is turned off for this organization.” The Clinic template comes with it off.
2. Won stage with Purchase? In Settings › Pipeline, the won stage needs “CAPI event” = Purchase. And the sale has to be recorded with the lead in that stage: a sale recorded with the lead in another stage (a repeat purchase, for example) counts toward revenue but doesn’t generate a Purchase.
3. Paid traffic source? Only leads with the Paid traffic source, with the ad or click identified, generate events. Organic or Outbound leads don’t. See conversation with no source.
4. Active connection set as destination? In Settings › Integrations, the Meta connection has to be Active with the Conversions destination function checked. With “Invalid credentials” or “Disabled”, nothing goes out.
5. Where to send it? The connection needs the Pixel ID. For click-to-WhatsApp ad leads within 7 days of the click, TraceClose uses the WhatsApp dataset if the connection has both the WABA and the dataset ID; without both, it uses the pixel.
6. Recent sale date? Meta only accepts events up to 7 days old. A sale recorded with a “Sale date” older than that isn’t sent.

Moving leads between stages because of a segment template change or a pipeline reorganization doesn’t send events. And canceling the sale doesn’t undo an event that already went out.

Failed: what it usually is

• Token rejected. If Meta rejects the credential, the connection changes to “Invalid credentials” and the dashboard asks for a new token under Edit. Once you fix it, events created in the last 24 hours go back into the queue on their own.
• No permission on the pixel or dataset. The BM system user needs access to the pixel and, for click-to-WhatsApp ads, to the dataset. The Test button checks the token and the ad accounts, not the pixel.
• Meta is down or rate limits kicked in. TraceClose retries 5 times, waiting a little longer each time. If it still doesn’t work, the event is marked as failed.

Sent, but I don’t see it in Meta

• Make sure you’re looking at the same pixel (or WhatsApp dataset) set up in the connection.
• To test, fill in the Pixel test code on the connection (or the WhatsApp dataset’s code, which is a different one) and check the events under “Test events” in Events Manager. Delete the code afterward: it’s only for testing.
• Click-to-WhatsApp ad events go to the WhatsApp dataset, and some under a different name: Lead arrives as LeadSubmitted and Schedule as QualifiedLead.

Example

Example Co. recorded a $1,200.00 sale and didn’t see the Purchase. The lead’s history had no “Conversion event” at all. The lead was in “Offer” when the salesperson opened Record sale from the panel without moving it to the won stage: that’s why the sale counted toward revenue but didn’t generate a Purchase. For the next sales, the team started dragging the card to the won stage, which opens the sale form right away, and the history began showing “Conversion event sent (Purchase)”.

Didn’t work? See…

• The sending walkthrough: send conversions to Meta.
• Click-to-WhatsApp ads: click-to-WhatsApp ad conversions.
• What goes into each event: data sent to Meta.

Frequently asked questions