Meta CAPI and Ad Tracking
Which events Aura sends to your Meta pixel, what triggers each one, and what you need to set up first
Meta CAPI and Ad Tracking
When Meta is connected and an event's toggle is on, Aura sends that conversion event to your Meta pixel automatically, from its servers, as a lead moves through your funnel. There is nothing to build. Each event fires when something specific happens in Aura; the toggles decide which events are allowed to reach your pixel.
If you would rather send some events yourself, for example through Make or Zapier, turn those toggles off and Aura will not send them.
What Aura sends, and when
Every event needs a connected Meta pixel, the lead's email, and the visitor's consent where the law requires it.
| Event on your pixel | Sent when | You need |
|---|---|---|
Lead | Someone enters their email on your booking page | Nothing extra |
SubmitApplication | Someone finishes your booking form, whether or not they qualify | Nothing extra |
CompleteRegistration or Schedule (your choice) | A lead's first booking on a scheduler is confirmed | Nothing extra |
Schedule | A lead's call is first marked Won, Lost or Follow-up | Outcomes recorded on calls |
CallAttended | A call is marked attended, Won, Lost or Follow-up, or a no-show is corrected to attended. Once per call | Outcomes recorded on calls |
NoShow | A call is marked as a no-show by a closer or by Aura's call review. Off until you turn it on | The switch turned on |
Purchase | A call is marked Won with a sale amount, or a payment is recorded for it by hand, from Stripe, or from Ablefy. Once per call | A sale amount, or a payment source connected |
Subscribe | Stripe records a subscription renewal | Stripe connected |
CallAttended and NoShow are not Meta standard events. To optimize a
campaign on them, create a custom conversion for them in Meta Events Manager.
Purchase and Subscribe carry the payment's value in the currency it was paid in.
Aura's own events
Alongside the events above, Aura sends extra events named by Aura, such as
Booked (AuraBooked), Qualified call (AuraSalesQualified) and Won
(AuraWon). Use them for custom conversions and audiences in Meta. They never
replace the standard events, and each one is sent only where its matching event
is on for the scheduler.
Set it up
- Connect Meta. In Integrations → Meta CAPI, save your pixel ID and
access token. That is enough for
Lead,SubmitApplicationand the booking event. - Check the scheduler. Open the scheduler, go to its Tracking
step, and make sure every event you want is switched on.
NoShowstarts off. - Record outcomes on calls. After each call, mark it Won (with the sale
amount), Lost, Follow-up or No-show. Those outcomes send
Schedule,CallAttended,NoShowandPurchase. - Connect payments if you want revenue from payments. Connect Stripe under
Integrations to send
Purchaseon first payments andSubscribeon renewals. Aura matches a payment to a lead by email, so the payer's email must match the email they booked with.
Where the settings live
| Setting | Workspace (Integrations → Meta CAPI) | Scheduler (Tracking step) |
|---|---|---|
| Meta event under When a lead books | Default for every link | Can override for this link |
| Meta event under When a call is marked Won, Lost or Follow-up | Default for every link | Can override for this link |
| Aura's own events on or off | Yes | Booked and Qualified call only |
Events on or off (Lead, SubmitApplication, CallAttended, NoShow, Purchase, Subscribe) | No | Yes |
Schedule can be sent when a lead books or when a call is marked Won, Lost or
Follow-up, not both. If you choose it for booking, it is not sent again after
the call, so Schedule always means one thing in your ad account.
Booking events are counted once per lead
Aura sends the booking event once for each lead and scheduler. If the same lead books again on the same link, after a cancellation, a reschedule or a test, Aura does not send the booking event again. The call's Tracking section shows "Not sent: this lead's booking was already counted".
Use a new email address for every test booking. A second booking with the same email is deliberately not sent to Meta again, even if you deleted the first call.
Browser pixel and server events
The Meta Pixel runs in the visitor's browser. Aura's Conversions API sends the same conversion from Aura's servers, which still works when a browser blocks tracking or the visitor closes the tab. Both carry the same event ID, so Meta counts one conversion.
Seeing a browser event and a server event in Events Manager is expected. Meta merges pairs with the same event name and event ID.
Aura sends the booking event when the booking is confirmed, not when a thank-you page loads. A page load can be reloaded, revisited, or never reached, so it is not proof that a booking exists.
How a server event is matched to an ad
Aura sends these signals from the visitor's journey with each event, when the visitor's advertising choice allows it:
- Meta click and browser identifiers (
fbclid,_fbc,_fbp) - UTM source, medium, campaign, term and content
- The page URL, browser user agent and IP address
- Email, phone and name, normalized and hashed before sending
Missing click identifiers do not stop an event, but they lower Event Match Quality and make it harder for Meta to credit the right ad.
UTM capture needs no setup. Aura reads utm_* parameters from the booking URL,
or from the host page when you use the official embed. If a booking has no UTMs,
the usual causes are a link without them, a redirect that dropped them, or a
custom iframe that did not pass them. Declining tracking does not remove UTMs.
See
UTM Tracking.
Consent and privacy
Aura follows the visitor's consent choice. Where consent is required, Aura waits for the visitor to accept. A refusal, or a Global Privacy Control signal, stops advertising events for that visitor everywhere, while the campaign details stay on the booking for your own reporting. Brave, DuckDuckGo and some Firefox settings send Global Privacy Control by default.
For California traffic, Aura applies Meta's Limited Data Use flag where required. Contact details are hashed before they leave Aura.
Troubleshooting
| What you see | Likely cause | What to do |
|---|---|---|
| A test booking sends nothing | The same email booked this link before | Test with a new email |
Lead or SubmitApplication stopped | The switch is off on the scheduler | Turn it back on in the Tracking step |
| Events skipped for consent | The visitor declined, or their browser sends Global Privacy Control | Test in Chrome or Safari without privacy extensions and accept the cookie banner |
No Schedule, CallAttended or Purchase | No outcome recorded on the call | Mark calls Won, Lost, Follow-up or No-show |
No Purchase on a Won deal | Won was saved without a sale amount | Add the amount, or record the payment |
No Subscribe | Stripe not connected, or the payer's email does not match the lead | Connect Stripe and check the email |
| Events Manager shows events that Aura marked skipped | Events Manager also shows the browser pixel | Check the call's Tracking section for the server-side result |
Frequently asked questions
Do I need Make or Zapier to send these to Meta?
No. With Meta connected and the toggles on, Aura sends these events for you. Use Make or Zapier only if you want to build your own flow, and turn off the matching toggles so Meta does not receive the same event twice.
Does turning on a switch make the event fire?
No. The switch allows the event. It fires only when its trigger happens, such as a call being marked Won.
Does the notetaker joining count as attended?
No. The notetaker joining shows the meeting started, not that the lead came. Mark the call attended or give it an outcome.
Why is Lost counted as a qualified call?
A Lost call means the lead was worth selling to but did not buy. That is the signal Meta should find more of. Leads who were not a fit are marked Bad Fit, which sends nothing.
Is Schedule sent at booking?
Only if you chose Schedule as the booking event. By default the booking sends
CompleteRegistration, and Schedule is sent when a call is marked Won, Lost or
Follow-up.
Is lead.qualified the same as the qualified-call event?
No. lead.qualified is a webhook and Zapier event about the booking form. It
never goes to Meta. See Zapier.