The Problem with "Optimize for Calls"
Here's how most people run ads:
Someone books a call → fires "Schedule" event → Meta optimizes for more bookers.
But bookers aren't buyers. Your pixel is learning to find people who fill out forms not people who close.
You've seen weeks where bookings were up but revenue was down. That's what happens when your pixel optimizes for the wrong thing.
The Fix: Only Fire for Qualified Leads
This is simple but powerful: Don't fire your pixel for disqualified leads.
When someone gets filtered out by your disqualification rules — no pixel event. Meta never learns about them.
When someone passes qualification and books — fire the pixel. Meta learns: "Find more people like THIS."
Your pixel gets smarter. Your ROAS goes up. Your CAC goes down.
Your ads are now finding qualified buyers, not tire-kickers.
Here's What to Do
Connect Meta Pixel
Go to Settings → Integrations
Find Meta Pixel and click "Connect"
Click "Connect Meta Pixel"
Enter your Pixel Name and Pixel ID (15-18 digit Dataset ID from Meta)
Optional: Turn on Meta Conversion API for server-side tracking
Add your Conversion API Token
Add Test Event Code (from Meta → Your Pixel → Test Events)
Click "Save Changes"
Configure Which Events Fire
After connecting, select your triggers:
✅ Qualified — fires when lead passes all qualifying questions
✅ Call Booked — fires when qualified lead completes booking
❌ Disqualified — DO NOT fire (this is the key)
Optional: Page View, Potential
Pro tips
Use "Qualified" or "Call Booked" as your conversion event in Meta Ads Manager. Don't optimize for "Potential" — that includes everyone who started the form.
Test Your Setup
Click "Test Pixel" in iClosed
Complete a test booking
Check Meta Events Manager — you should see the event
Install Meta Pixel Helper Chrome extension for real-time testing
Learn more about Meta Pixel integration here.
Option B: Connect Google Tag Manager
If you use GTM to manage your tracking tags, connect it here instead. GTM acts as a central hub. Once connected, iClosed events flow to Google Analytics, Google Ads, Meta Pixel, LinkedIn Insight tag, and any other platform you've configured in GTM.
Step 1: Create new GTM container and connect it with iClosed
Go to Settings → Integrations
Find Google Tag Manager and click "Connect"
Click "Connect Google Tag Manager"
Enter:
Name of your iClosed - GTM integration (for your reference)
GTM Container ID (format: GTM-XXXXXXX)
Click "Save Changes"
Pro tips
Make sure to create new container for integration with iClosed as Google will prevent usage of the same container ID that is embedded on your website.
Here's the Google Tag Manager integrations article.
Step 2: Events iClosed Sends to GTM
Once connected, iClosed automatically sends these events to your GTM container:
Event | GTM Event Name | When It Fires |
Page View |
| Visitor lands on scheduler |
Potential |
| Visitor enters contact info |
Qualified |
| Visitor passes all qualifying questions |
Disqualified |
| Visitor filtered by disqualification rules |
Call Booked |
| Qualified visitor completes booking |
Pro tips
In your GTM container, create triggers that fire your Meta/Google Ads conversion tags ONLY on iclosed_qualified or iclosed_call_scheduled - never on iclosed_disqualified.
Step 3: Test Your Setup
Install Google Tag Assistant Chrome extension
Enable Preview mode in GTM
Complete a test booking on your scheduler
Verify events are firing in Tag Assistant
Click "Troubleshoot" button in iClosed if issues persist
HYROS Users
If you use HYROS for tracking attribution use direct integration.
Learn more about direct Hyros integration here.
✅ Day 5 Complete
You now have:
Meta Pixel connected
Only qualified leads firing events
Your pixel learning who actually converts
Tomorrow: You have all this data flowing. Now let's look at it. We'll open your analytics and find the insights that tell you exactly what's driving revenue.
Action takers don’t wait, they make moves. There’s nothing stopping you from starting day 6 now. The sooner you do, the sooner you’ll close your next deal.
From Ismael, Founder of iClosed