Meta Pixel (including Meta conversion API) is a powerful analytics tool built by Meta (formerly Facebook) that allows you to track user interactions across your website pages.
It acts as the bridge between your iClosed scheduler and Meta’s advertising ecosystem, providing precise insights that will help you understand how users engage with your booking page.
Pro tips
Unlike the standard Pixel ID, which is dependable on the browser-based tracking, the Meta conversion API (CAPI) uses server-to-server communication to obtain more reliable data and improved ad performance.
If you have both Pixel installed on your webpage and iClosed CAPI integration, data will be deduplicated, as we've implemented it as per Meta's best practices - we use the event_id in our CAPI payload.
We're using sha256-hashed value for contactId as the external_id - we'll send em (email) and ph (phone) SHA256-hashed, along with client_user_agent and client_ip_address.
How to connect
Navigate to 
Integrations page and click the "Connect" button to start.
New window will appear from where you will be able to:
Initiate integration by clicking on the "Connect Meta Pixel" button
New window will appear for you to add:
Pixel name
Pixel ID (Dataset ID in Meta that contains 15-18 digits)
Go to Meta Events Manager → Select the Data Source (Pixel) you want to use.
Click the Settings tab Scroll down to the Conversions API section.
Click Generate access token under "Set up manually".
Copy this token
Navigate back to iClosed:
Add Pixel ID
Paste Conversion API token
Hit "Save Changes" button to finish integration
Startup subscription plan users will have the ability to add one Meta Pixel ID, while Business and Enterprise will be able to add up to five Meta Pixel ID's.
Tracking options and testing
Once you have connected your Meta Pixel ID and Meta conversion API with iClosed, you will have additional options to select, such as:
Trigger - Page view, Potential, Qualified, Disqualified, Call booked
Event selection option
To test your trigger, all you need to do is click on the "Test Pixel" button and schedule a test call as shown on the video below.
Alternatively, you can test the flow by using using Meta Pixel helper Chrome Extension.
As soon as you start testing, you will find the data in Meta Data Sources.
Pro tips
iClosed will send data to Meta in real time as lead goes through the form, but there may be delays on Meta and it's pretty common.
Along with custom events, we'll be sending fbp and fbc from the server (fbc is populated when fbclid is found in the browser cookie).
Trigger activity data
Once you finish testing, and integration kicks in, you will be able to see recent activity for the added Meta Pixel ID. Simply click on the "Most recent trigger activity" button and see following information (from left to right side of the screen):
Trigger name - Type of trigger depending of the visitor activity
Meta Event Name - Defined by iClosed according to the activity (lead status)
Received from - destination, Browser or Server
Total number of triggers - collected for this Meta Pixel ID and Trigger name
Last triggered from - iClosed event name from where pixel was triggered
Last triggered at - date and time of the last trigger according to activity type
Pro tips
Kindly note that if you have both email and phone number included on your event form, Meta Pixel will trigger twice, once phone number and email are entered both.
That said, for every lead that books a call you will receive 2 x Potential, 1 x qualified and 1 x call booked (invitee meeting scheduled).
Editing and removing Meta Pixel ID
In case you need to edit your Meta Pixel ID, you can do it easily by clicking on the "Edit" button on the right side of the screen. See quick video walkthrough below.
For removing Meta Pixel ID, you'd need to click on the three dots for "Remove Pixel" button to appear. As soon as you click on it, warning message will appear for you to confirm the removal.
In case you select "Remove Meta Pixel" option, your integration for this specific ID selected will be disconnected.
Additional option is to deactivate Meta Pixel ID integration, without removing it completely, on a click of a toggle button between the "Edit" and "Three dots" button.
But, kindly note that deactivated event will not allow you to add more Meta Pixel ID's than it's available according to your subscription plan.
Why is Meta Pixel tracking important?
By integrating Meta Pixel conversion API, you will enable iClosed to send lead activity from your scheduler directly to the Meta’s servers, ensuring precise conversion tracking, even when browser tracking is blocked by ad blockers or cookie restrictions.
With Meta Pixel integration, you will be able to gain access to:
Advanced Ad Targeting - for delivering highly personalized ads by tracking user behavior and segmenting your audience effectively.
Conversion Tracking - to measure the success of your marketing campaigns by tracking specific actions like page visits, who is filling out the form completely, how many disqualified leads and essentially, how many booked calls.
Retargeting Opportunities - re-engage with users who’ve interacted with your scheduler but haven’t booked a call easier.
Data-Driven Insights - for deeper understanding of the lead avatar, that will help you make better decisions on optimizing campaign performances.
Which campaigns should I use in Meta?
Which campaigns should I use in Meta?
There are two types of campaigns:
1. Lead Generation Campaigns
These campaigns are designed to collect leads directly within Facebook, often using Facebook’s native lead forms.
2. Conversion Campaigns
Conversion campaigns are optimized to drive users to an external landing page (e.g., your website or scheduling page) and get them to complete a specific action, like booking an appointment.
As per our experience, the best is to use Conversion campaigns for tracking leads on iClosed scheduler.
By having "Potential" API for tracking all leads that have visited your page and left at least a phone number or email in your scheduling form and "invitee_meeting_scheduled" as end result, you'll be able to create breakdown of total leads vs leads who scheduled a call.
In case you'd like to differentiate Potentials and Qualified, include Qualified conversion API as well. Reminder, the difference between potential and qualified is at which stage they have dropped of the form:
Potential = on any page of the form
Qualified = filled the whole form out but didn't book a call
FAQ's
Is iClosed sending data as custom events or Meta standard events?
Is iClosed sending data as custom events or Meta standard events?
Currently we're sending events from iClosed to Meta as custom events but the team is working on improving integration as a whole, and in the future we'll have lot more options along with options to choose would you like to send iClosed event as custom or standard event.
How to configure iClosed custom events?
How to configure iClosed custom events?
After you've integrated iClosed with Meta, your events must start flowing in your Data Sources.
New custom events usually need to be approved in the Settings tab under "Manage custom event blocking" - if there's a warning sign next to custom events, you'd need to approve it first by clicking on custom event.
After you confirm that you're seeing custom events go to "Custom Conversions" in Events Manager to define specific rules for your custom events (e.g., for filtering or assigning values).
How can I send call outcomes to Meta?
How can I send call outcomes to Meta?
We don't have Call outcomes available with direct integration yet. But there is one smooth workaround - Send call outcomes via Zapier or Make.
Here's an automation flow:
Choose Call outcomes trigger in Zapier or Make or Webhooks
configure trigger to fire whenever there is a Sale or/and No Sale
configure trigger to fire whenever outcome is added or updated
Split into paths - set filtering in paths as follows:
Path A - Only continue if outcome is WON
Path B - Only continue if outcome is NO_SALE
Choose Facebook conversions action
configure as per your preference
How how can we add a hidden field to the scheduling form (e.g., fbc) and auto-populate it from the browser’s local storage?
How how can we add a hidden field to the scheduling form (e.g., fbc) and auto-populate it from the browser’s local storage?
No, as we don't support custom hidden fields, meaning that you can't manually add hidden field to the iClosed forms to directly pass client-side tracking values via form submission.
But you wont need it anyway, as we will be fetching both fbc and fbp as the parameters via Meta Conversion API. This means:
iClosed already collects and sends the necessary Meta parameters (
fbc,fbp) on your behalf using server-side (Conversion API) integration.If you're only using the Meta Pixel on the browser, then Facebook automatically manages
fbc(via cookies).
How can I ensure that I send only one trigger per iClosed lead status?
How can I ensure that I send only one trigger per iClosed lead status?
As our integration will send event for every status, you can send final status via automation - Zapier, Make or Webhooks.
Select trigger Contact By Status
final status on the scheduling journey = Strategy call
Delay = 600 seconds to give time to leads to book a call
Send last active status = YES
This way you'll capture lead with it's latest status after 10 minutes
Split into paths - add paths depending on the statuses you'd like to send to Meta
Path A - Exactly matches "Potential"
Path B - Exactly matches "Qualified"
Path C - Exactly matches "Disqualified"
Path D - Contains "Call"
Facebook Conversions action - select action per your preference
Learn more
I'm seeing a red warning sign next to iClosed events. What should I do?
I'm seeing a red warning sign next to iClosed events. What should I do?
Sometimes Meta will block certain custom events and all you need to do is to approve them in order to use them with ads features. Here's what you need to do:
Click on the warning sign
Click on the "Review" button
New window will appear where you'd need to acknowledge action to continue so press on "I Acknowledge" button
Event details window will appear where you can Confirm custom event or to Block custom event for good.
Once you select the "Confirm the custom event" button and continue, events will be enabled for use.
Learn more