The "Record event in Facebook Ads" action sends conversion events straight from the conversation with a client to Facebook Ads (Meta). This lets Facebook optimize your ads for real target actions (purchases, leads, checkout), measure campaign performance more accurately, and build audiences — even when the conversion happens in Instagram direct messages rather than on a website.
The action works through the Meta Conversions API for Business Messaging (server-to-server data transfer), so no website pixel is required.
Where to find the action
In the automation designer, the action is located in the "Data handling" group. Add it as a flow step at the point where the client completes a target action (for example, after a payment or after submitting a request).
How to set it up
Add the "Record event in Facebook Ads" action to your automation.
Select the event type to send to Facebook:
Purchase
Lead submitted
Initiate checkout
Add to cart
View content
Order created
Order shipped
If needed, add custom fields (custom data) — pairs of "field name" and "value". In the value, you can insert a client variable using the {+} button (for example, the order amount or a product ID) or enter text manually.
Save the action settings and the automation.
The event is sent to Facebook the moment the client reaches this step of the flow.
Requirements
An Instagram account connected via Facebook, with the permission to work with Facebook Ads events granted.
If the permission is missing, a banner with a "Continue with Facebook" button (or a prompt to reconnect the account via Facebook) will appear in the action settings — follow it and grant the requested access.
You don't need to enter the Pixel ID, Dataset, or token manually — everything is connected automatically from your Instagram account when the first event is sent.
What data is sent to Facebook
Facebook receives the client's internal Instagram identifier and the custom fields you configured yourself. The client's email, phone number, and IP address are not sent.
Good to know
The action works only for Instagram connected via Facebook. It is not available for Telegram, WhatsApp, or other channels.
You can verify that events are arriving in Events Manager on the Facebook side.