--- title: "Meta Conversions API (CAPI) overview" slug: "meta-conversions-api-capi-overview" description: "Use CRM outcomes from Kommo to help Meta optimize messaging ads for qualified leads and purchases and measure campaign results." tags: ["Meta Conversions API", "Click To Message Ads", "Conversion Events"] status: "update" updated: 2026-11-03T11:59:07Z published: 2026-11-03T11:59:07Z canonical: "support.kommo.com/meta-conversions-api-capi-overview" --- > ## Documentation Index > Fetch the complete documentation index at: https://support.kommo.com/docs/llms.txt > Use this file to discover all available pages before exploring further. # Meta Conversions API (CAPI) overview > [!NOTE] > What you’ll need > > - Access to the affected pipeline trigger or Salesbot. > - Access to the Facebook account used to authorize CAPI and the relevant Meta business assets and datasets. > - An affected lead card to check the sending result. > > Keep in mind > > - CAPI supports [Facebook Messenger](/resources/docs/facebook-overview), [Instagram](/resources/docs/instagram-overview), and [WhatsApp Business](/resources/docs/whatsapp-business-overview) sources. > - WhatsApp events are sent only for leads from Click-to-WhatsApp ads. > - Delivery can take up to 30 minutes, and the dataset can take up to a day to update. > - The source determines the dataset. You cannot choose it manually. # Meta Conversions API (CAPI) lets you share sales outcomes recorded in Kommo with Meta. This gives Meta information about which conversations become qualified leads or purchases, helping it optimize your messaging ads to reach people more likely to become customers. Kommo sends this information as a **conversion event**: a record of an outcome, such as **Qualified Lead** or **Purchase**. You choose when to send it through pipeline automation or Salesbot. ## When to use Meta Conversions API Use CAPI if you run Click-to-Message ads and want information from your CRM to help improve ad delivery. Click-to-Message ads are ads that invite people to start a conversation with your business. CAPI helps you: - **Optimize for qualified leads.** Tell Meta when a lead shows genuine interest or meets your qualification criteria, so it has signals about the people you want your ads to reach. - **Optimize for purchases.** Tell Meta when a customer completes a transaction, so it has signals about which conversations lead to sales. - **Evaluate your campaigns.** Review the conversions Meta attributes to your ads to understand which campaigns contribute to sales outcomes. Meta’s ability to use these signals for optimization depends on the campaign and its supported optimization goal. Sending events does not guarantee better campaign performance. ### Example: Share a qualified lead with Meta A customer clicks your Instagram messaging ad and starts a conversation. Your team qualifies the customer in Kommo and moves the lead to the **Qualified** stage. A CAPI trigger configured for that stage sends a **Qualified Lead** event to Meta. With a supported campaign optimization goal, Meta can use these signals to help reach more people likely to qualify. ## How Kommo sends conversion events After you connect CAPI and configure a pipeline trigger or Salesbot action, Kommo follows this process: 1. **Your automation runs.** A lead meets the pipeline trigger’s execution conditions, or Salesbot reaches the CAPI action in its flow. 2. **Kommo checks the lead’s primary contact.** The contact must have a messaging profile from one of the sources selected in your automation. 3. **Kommo finds the source’s dataset.** A dataset is where Meta receives and organizes events. If no dataset is linked to the source, Kommo creates one named after that source. 4. **Kommo sends the event to Meta.** Meta uses the available matching information to associate the event with the customer and, when possible, an interaction with an ad. A **source** is a connected Facebook Page, Instagram account, or WhatsApp number. A contact’s **messaging profile** links that person to a conversation through the source. > [!NOTE] > **Note:** If the primary contact has no eligible messaging profile from a selected source, Kommo does not send the event. You cannot choose the destination dataset manually. If the primary contact has several eligible profiles from the selected sources, Kommo sends an event for each profile to its corresponding dataset. For connection and configuration instructions, see [Set up Meta Conversions API (CAPI)](/resources/docs/set-up-meta-conversions-api-capi). ## Choose the outcomes you want to report Kommo supports 14 conversion events for business messaging: | **Outcome group** | **Supported events** | | --- | --- | | Leads | Lead Submitted; Qualified Lead | | Purchases and orders | Initiate Checkout; Order Created; Purchase; Order Shipped; Order Delivered; Order Canceled; Order Returned | | Products | View Content; Add to Cart; Cart Abandoned | | Feedback | Rating Provided; Review Provided | Choose one event type per pipeline trigger or Salesbot action. Custom event names are not supported. Use the event that matches what actually happened: for example, **Qualified Lead** after qualification, or **Purchase** after payment is completed. > [!WARNING] > **Important:** Choosing an event does not make Kommo detect that outcome automatically. Your trigger or Salesbot action decides when the event is sent, and the lead must meet the delivery requirements. ## Supported messaging channels CAPI works with **Facebook Messenger**, **Instagram**, and **WhatsApp Business** connected to Kommo. | **Channel** | **What the connection needs** | | --- | --- | | [Facebook Messenger](/resources/docs/facebook-messenger-integration) | Connect the Facebook Page in Kommo and select it in the trigger or Salesbot action. The lead’s primary contact must have a messaging profile from that Page. | | [Instagram](/resources/docs/connect-instagram-to-kommo) | Connect the Instagram Business account in Kommo and select it in the trigger or Salesbot action. The lead’s primary contact must have a messaging profile from that account. | | [WhatsApp Business](/resources/docs/connect-whatsapp-business-to-kommo) | Connect the WhatsApp number in Kommo and select it in the trigger or Salesbot action. The Meta account used for CAPI must have access to the associated WABA. Events are sent only for Click-to-WhatsApp leads. | For Instagram, also complete the integration’s connection requirements, including linking the Instagram Business account to a Facebook Page. For WhatsApp, the destination dataset belongs to the WhatsApp Business Account (WABA) that owns the selected number. ## Review event delivery and campaign results Use these two Meta tools for different checks: | **Where to look** | **What you can check** | | --- | --- | | Meta Events Manager | Whether Meta received the events sent from Kommo. | | Meta Ads Manager | Which conversions Meta attributed to your ads, and how your campaigns performed. | **Ad attribution** means Meta links an event to an interaction with an ad. An event can appear in Events Manager without being attributed to an ad in Ads Manager. Attribution depends on the advertising interaction, the available information for matching the event, and the connection between the dataset and ad account. Successful delivery alone does not guarantee attribution. ## Meta Conversions API limits - **Campaign scope:** Kommo’s CAPI integration is designed for Click-to-Message advertising. It does not provide attribution for unrelated campaign types, such as website conversion campaigns. - **Messaging profile:** The lead’s primary contact needs an eligible Facebook Messenger, Instagram, or WhatsApp Business profile from a selected source. - **Connection and access:** The Meta connection must remain authorized and have access to the required business assets. - **Event delivery:** You must configure a CAPI pipeline trigger or Salesbot action. Connecting CAPI alone does not start reporting your sales outcomes. - **Results:** Event delivery does not guarantee ad attribution or improved campaign performance. To start sending events, follow [Set up Meta Conversions API (CAPI)](/resources/docs/set-up-meta-conversions-api-capi). If events are missing or rejected, see [Troubleshoot Meta Conversions API](/resources/docs/troubleshoot-meta-conversions-api). ## Related - [Troubleshoot Meta Conversions API](/troubleshoot-meta-conversions-api.md) - [Set up Meta Conversions API (CAPI)](/set-up-meta-conversions-api-capi.md)