Learn how to setup triggers, connect an ad platform or analytics tool to Converly, and choose which conversions to fire.
In order to set up Converly to detect conversions on your website and send them to your chosen ad platforms and analytics tools, you need to connect your accounts and tell us what conversions to fire.
To do that, you need to create a Conversion Flow in your account. A Conversion Flow has a Trigger (i.e. what starts the flow) and Destinations (i.e. where the conversion gets sent).
This article explains how configuring a Conversion Flow works:
Selecting a trigger
A trigger is the thing that starts a conversion flow, like someone submitting a form or booking a meeting. Every flow has one.
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How triggers work
How a trigger works depends on what tool you are using as the trigger (I.e. Gravity Forms, Calendly, etc). This is because each tool works slightly differently. Some tools send a success message with all the lead's details in it, others you need to call their API to get the lead's details.
Triggers Converly detects on your page
Most form tools need no connection at all. The Converly tracking script recognises that tool's own success signal on the page, and the lead's details can be grabbed straight from the form they just filled in, so there is nothing to fetch from anywhere.
This covers WordPress form builders like Gravity Forms, WPForms, Contact Form 7, Elementor, Fluent Forms, Formidable, Forminator, Ninja Forms and WS Form as well as form builders built into a larger website builder, like Webflow Forms, Framer Forms, Wix Forms, etc.
These triggers require no setup at all. You simply select them from the list when you are building your conversion flow.
Triggers you connect
Scheduling and form tools that load in an iFrame work differently, because the booking or form submission happens inside the iFrame rather than on your website.
So when setting up these triggers, you'll need to sign in to the tool from within Converly (using a process known as OAuth) and then authorise Converly to access your data.
Some examples include:
| Trigger | How you connect | What the connection adds |
|---|---|---|
| Calendly | Sign in with Calendly | The details of who booked, and filtering by event type. |
| Cal.com | Sign in with Cal.com | The same, plus the booking's real outcome, so a booking that needs confirming only counts once it is confirmed. |
| Acuity Scheduling | Sign in with Acuity, then paste a snippet into Acuity | The details of who booked, and filtering by calendar or appointment type. |
| Typeform | Sign in with Typeform | Who submitted. Without it Converly can still count the submission, but it arrives with nothing to match on. |
| Jotform | Paste your Jotform API key | Required rather than optional, because Converly adds a tracking field to your form through Jotform's API. |
Triggers your own backend reports
Some conversions are only real once your own systems say so. For instance, if you are a SaaS product you might only want to count a conversion when a user signs up and verifies their email address.
Setting up these types of triggers requires custom development. You have to send your own identifier for the conversion to our API (so a retry or a duplicate call can never count twice) and a correlation token that the tracking script created in the visitor's browser when they signed up (which is what ties the conversion back to the ad they clicked).
There is a Node SDK for this at @converly/sdk-node. See Conversion detection.
Filtering which submissions count
By default a trigger fires on every submission it sees, but you can add filters so that only certain form submissions or meeting types get counted.
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What you can filter on depends on the type of trigger:
- Triggers detected on your page can be filtered by page. If you are using a tool like Gravity Forms or Webflow forms, you can filter conversions by the page the form is submitted on. So you could tell Converly only to send conversions when the form on /contact-us or /request-a-quote is submitted, and not to send a conversion when the job application form on the /careers page is submitted.
- Triggers you connect can be filtered by the real thing in your account. If you are using a scheduling tool like Calendly or Cal.com, then you can filter conversions by event type (I.e. You could tell Converly to send a conversion when the Sales Consultation meeting type is booked). If you are using a form tool like Typeform or Jotform form, then you can filter by specific forms (I.e. Only send a conversion when the Quote Request form is submitted). Converly lists the real options from your connected account when you set the filter, so you pick from what actually exists rather than typing a name and hoping it matches.
Selecting Destinations
A Destination is where the conversions get sent when the trigger occurs.
Connecting your accounts
Most destinations are connected by signing in to the platform within Converly, which is the safest option because no credential is ever typed, pasted or stored by you.
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Here's how each one works:
| Destination | How you connect | What you supply |
|---|---|---|
| Google Ads | Sign in with Google | Nothing to paste. |
| Meta | Sign in with Facebook, or paste | A System User access token and your pixel ID, if you paste. |
| GA4 | Sign in with Google | Nothing to paste. |
| Sign in with LinkedIn, or paste | A Campaign Manager API token, if you paste. | |
| TikTok | Sign in with TikTok, or paste | An Events Manager token and your pixel code, if you paste. |
| Sign in with Reddit | Nothing to paste. | |
| ChatGPT Ads | Paste | Your pixel ID and a Conversions API key. |
| Microsoft Ads | Paste | Your UET tag ID and the Conversions API token generated in Microsoft Advertising. |
| Snapchat | Paste | An access token generated by an Organization Admin in Business Manager. |
| Sign in with Pinterest, or paste | A conversion access token from Ads Manager, if you paste. | |
| X Ads | Sign in with X | Nothing to paste. |
Whichever route you take, the credential is stored in an encrypted vault and never in the part of Converly that runs in your browser. See Security and access.
Each site holds one connection per platform. Connecting a different account for the same platform replaces the previous one.
Manager and agency accounts
If you are an agency, you may not own the ad account directly. Instead, you might have simply been granted access to manage the ad account.
Not all ad platforms have this agency/client management structure, and the ones that do have different names and mechanisms for it. But if the ad platform has it, then Converly supports it.
| Destination | How it's structured | What you see |
|---|---|---|
| Google Ads | Manager accounts, which can be nested | Every account you can reach is listed, grouped under the manager it came through. Manager accounts can't receive conversions themselves, so they appear as headings rather than choices. |
| Meta | Pixels can belong to your own business portfolio or be shared with you | Converly looks in both your ad accounts and your business portfolios, because neither on its own finds every pixel. A pixel shared with you is marked as partner access. |
| Business, then ad account, then pixel | The full path is followed, and the business the pixel belongs to is remembered. | |
| GA4 | Account, then property, then data stream | All three are picked during the connection. |
| Ad accounts, with conversion rules that can be shared between them | Rules your account owns and rules shared with it are both listed. | |
| TikTok | Business Center | TikTok returns a flat list of advertisers, so the owning Business Center isn't shown rather than guessed at. |
| ChatGPT Ads | One account | Nothing to choose. |
Furthermore, in some platforms (namely Google Ads) the manager account can own conversion tracking for every client in it. So when you log in and pick which ad account you want to use with Converly, it reads who owns the conversion tracking for the account you picked, confirms it can fire conversions through the manager account you are logged in to, and then sends conversions to the correct account.
Selecting a conversion
A conversion is the name of the event that gets sent to your chosen ad platform and analytics tools.
Choosing which conversion to send
When setting up your conversion flow, Converly pulls the available conversions from your account and displays them in a dropdown. This makes it easy for you to select the conversion you want Converly to send to, and saves you from having to go dig around in your ad account looking for an account ID, conversion ID, etc.
Every destination identifies a conversion differently. In Google Ads it's called a conversion action, in Meta it's an event name, and in LinkedIn it's a conversion rule. When you add a destination to a flow, you choose which one your conversions should be reported as.
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The table below shows what's possible for each destination:
| Destination | Name | Notes |
|---|---|---|
| Google Ads | conversion action | You can select an existing one or create a new one from inside Converly. |
| Meta | event name | You can select a standard event (such as Lead), or create a custom event. |
| GA4 | event name | You can select one of the recommended events from GA4 (such as generate_lead), or create a custom event. |
| conversion rule | Conversion rules must already exist in Campaign Manager. You can select a rule for the server-side conversion, a rule for the browser-side conversion, or both. | |
| TikTok | event name | You can choose from a list of TikTok's standard events. |
| event name | You can choose from a list of Reddit's standard events. | |
| ChatGPT Ads | event type | You can select an existing one from your account or create a new one from inside Converly. |
| Microsoft Ads | event action | You can select an existing one from your account or create a new one from inside Converly. |
| Snapchat | event type | You can choose from a list of Snapchat's standard events. |
| event name | You can choose from a list of Pinterest's standard events. | |
| X Ads | event | Each event has its own ID in Events Manager, and has to be created there first. |
Some platforms (like Google Ads, LinkedIn and ChatGPT Ads) allow you to create conversions with whatever name you want, so Converly pulls those from your account and displays them in a dropdown for you to choose from. It will also let you create new conversions from within Converly if needed.
Other platforms (like TikTok, Reddit, Snapchat) have a standard list you can select from and you cannot create custom ones, so Converly gives you the list of conversions the platform will accept in a dropdown and lets you choose the most relevant one (I.e. Lead Generated, Appointment Booked, Chat Started, Account Created, etc).
Checking whether the account can receive conversions
An ad account can be connected and fully authorised and still refuse every conversion. This can happen for a number of different reasons, but usually it's to do with a setting not being enabled in the account.
So when you connect an ad platform or analytics tool, Converly checks the account for problems that can prevent conversions from being successfully sent.
Some of the most common ones Converly checks for include:
| Platform | Check | What it catches |
|---|---|---|
| Google Ads | Customer Data Terms | Google won't accept conversions into an account that hasn't accepted its Customer Data Terms. |
| Google Ads | Enhanced conversions for leads | Google won't accept conversions carrying the lead's contact details until enhanced conversions for leads is turned on. |
| Google Ads | Permissions | The connected Google user needs enough permissions to send conversions to the account. Without it, the connection works but conversions are refused. |
When the check finds a problem, it names the specific cause and links to the help article for fixing it. The whole goal is to make sure that once you set up your conversion tracking in Converly, it just works.
What Converly can set up for you
To prevent you from having to go into your account and muck around with a bunch of technical settings, we can change them for you automatically. We only ever change settings that are related to setting up conversion tracking and you always approve the changes inside Converly before they happen.
Some examples include:
- GA4. Sending conversions to GA4 server-side needs a Measurement Protocol secret, and the property's user data collection terms have to be accepted. Converly creates the secret and accepts the terms during the connection, which saves you from having to look through GA4's admin section trying to do it. These settings have no other impact on your account other than allowing us to send through conversion data.
- Google Ads. If the account has no conversion action you can use, it's possible to create one from within Converly rather than having to go over to your Google Ads account and do it. You set the name of the conversion action and approve it within Converly before any changes are made.
Setting up Converly using an AI tool
Conversion flows can be built visually using the flow builder at app.converly.io, but you can also connect AI tools like Claude or ChatGPT to your account (using our MCP or CLI) and tell them to 'Setup conversion tracking in Google Ads' (as an example) and they will do it all for you:
- It sets the website address for you. Converly only accepts conversions from the website address specified in your account, so the AI tool will ask you which website you want to use it on and then set the address.
- It sets up the trigger. It asks you what form builder, scheduling tool, etc you use and sets that as the trigger for your conversion flow.
- It asks which submissions should count. It reads the forms or events you have in your connected accounts and asks you which form submissions should count as conversions (I.e. only submissions of my Request A Quote form). It can also set up page-level filters (I.e. only form submissions on the /request-a-quote page should count).
- It gives you a link to connect your ad platforms and analytics tools. An AI tool cannot sign in to your Google Ads account for you, so it gives you a link to a secure page to open in your browser. From that page you would log in to your account, approve the connection on the platform's own authorisation screen, then you tell the AI you're done.
- It asks which conversion to send. It reads the conversions on your connected ad account (the same list you'd see in the dropdown if you were using the flow builder) and suggests which one to use. If the account has nothing usable, it offers to create one.
- It builds the flow as a draft and checks it. It builds the conversion flow in your account (you could literally log in to app.converly.io and see it sitting there). It then runs validation on the flow to make sure everything is set up correctly.
- It publishes the flow. It sets the flow to Published in your account so that it's ready to start tracking.
- It gives (or installs) the tracking code. It gives you the tracking code to place on your website, or if your AI tool is connected to your website via MCP or has access to its files, it can install the code for you.
- It confirms the conversion arrived. Once a real submission comes through, it reads your event log and tells you which destinations accepted the conversion and which didn't.
There are a few things it deliberately can't do on its own:
- It can't connect an account for you. Every connection goes through a link you open and approve yourself, on the platform's own sign-in screen. Your credentials never touch the AI tool.
- It can't quietly put a test conversion into your reporting. Where a platform has a proper test mode, it uses it. Where one doesn't exist, the test would be a real conversion that shows up in your campaign reporting, so it has to ask you first.
- It can't invent options. Form names, event types and conversions all come from your real accounts. If your form tool isn't supported, it tells you so rather than improvising some workaround that looks like it worked.
- It can't delete or disconnect anything by accident. Removing a flow or disconnecting a platform means typing the exact name of the thing being removed.