Guide to ActiveCampaign conversion tracking & Meta integration
Uliana Lesiv
AuthorKey takeaways
👉 Who this article is for
This article will be helpful for specialists using ActiveCampaign as their CRM and running Meta and/or Google Ads. Also, it’s useful for those who want to improve campaign optimization and audience targeting based on CRM data.
ActiveCampaign site tracking vs. event tracking
ActiveCampaign provides several ways to track customer activity: site tracking and event tracking. Each of them has a different purpose.
Site tracking records visits and page views made by known contacts on your website. This is useful for understanding what content or products a contact is interested in.
Event tracking aims to record specific actions performed by a contact. For example, you can track actions such as watching a video, starting a checkout, downloading a resource, or completing some step in your application.
Here’s a quick comparison of site and event tracking:
| Site tracking | Event tracking | |
| What it tracks | Page visits and activity | Specific user actions |
| Main purpose | Understand website behavior | Measure important interactions |
| Setup | Add ActiveCampaign tracking snippet to pages | Send event data through ActiveCampaign's Event Tracking API |
| Example | Contact visits a pricing page | Contact completes a demo request |
| Best for | Website engagement tracking | Tracking users actions |
The key difference is that site tracking focuses primarily on website activity, and event tracking focuses on specific interactions or actions.
Bottom line:
For basic website analytics, site tracking can be sufficient. However, if you need to connect marketing activity with CRM stages, offline sales, revenue, or advertising optimization, you typically need a more comprehensive conversion tracking setup.
ActiveCampaign site tracking and GDPR
If your website targets users in the EU or EEA, your business is subject to the General Data Protection Regulation (GDPR). In such a case, you need to consider data protection requirements before enabling ActiveCampaign site, event, and conversion tracking.
Site tracking collects information about website activity and can associate that activity with an identifiable contact in your ActiveCampaign account, which means it may process personal data.
Here's what you would need to start with to comply with GDPR:
1. Configure your Consent Management Platform (CMP). The configuration will help ActiveCampaign site tracking only load after the visitor has provided the required consent (via interacting with the consent banner). If the visitor rejects the specific category of cookies or tracking, the ActiveCampaign tracking script won't run.
If you don't have a CMP configured yet, consider our guides for platforms:
2. Consider what information is sent to ActiveCampaign and how it's used. Make sure your privacy notice clearly explains the relevant data processing. It must include the purpose of tracking, the categories of data collected, and the third parties or processors involved.
💡Pro tip:
Consider configuring server-side tracking for higher control over data you collect and share.
With server-side tracking, website data is first sent to a server-side tracking environment instead of being sent directly from the visitor's browser to ActiveCampaign. The server can then process the incoming request, apply your privacy and data filtering rules, and forward only the information you specify to ActiveCampaign.
However, it's important to highlight that server-side tracking doesn't automatically make your tracking GDPR-compliant. You still need to have a cookie banner installed and consult with the legal team on what data can be collected to be compliant.
We have a dedicated guide on server-side tracking and GDPR; please refer to it for more information.
Why site and event tracking alone may not be enough
Site and event tracking can capture only online website visits and actions. But the most important business outcomes (such as becoming a qualified lead, closing a deal, or generating revenue) may happen later beyond your website.
This creates a gap between website activity and actual business results.
As an example, let's consider two contacts that submitted the same demo request online:
- Lead 1 never responds to the sales team.
- Lead 2 becomes a customer and generates revenue for your business.
From a website and event tracking perspective, both contacts generated the same conversion: a demo request. Without CRM data, it is difficult to connect the difference in their value with the marketing campaign that generated them.
ActiveCampaign can contain this additional information through contacts, deals, pipeline stages, and sales outcomes. If you connect CRM data with advertising platforms, you can track what happens after the initial website interaction.
ActiveCampaign conversion tracking explained
The configuration of conversion tracking helps you connect marketing interactions with the actions that happen later in your customer journey. You can use conversion tracking to understand what happens after a lead gets into your CRM.
This is especially important for businesses with long sales cycles or multiple conversion points. A user may click a Facebook ad, submit a form, become a lead in ActiveCampaign, and make an offline purchase later. If you track only the initial website conversion, you cannot easily connect the ad click with the final revenue.
In practice, conversion tracking can help you:
✅ Connect website leads with contacts and deals in ActiveCampaign.
✅ Track offline conversions that happen after the initial website interaction.
✅ Send conversion data back to advertising platforms such as Meta and Google Ads.
✅ Build audiences based on CRM data rather than website activity alone.
✅ Optimize campaigns for higher-value outcomes, such as purchases or revenue.
Site, event, or conversion tracking for ActiveCampaign?
ActiveCampaign uses site tracking, event tracking, and conversion tracking to monitor different levels of contacts' behavior and tie those actions back to your CRM contacts. They may seem confusing, so let's quickly consider which one is required for what purposes:
- Choose site tracking if you want to understand website activity of ActiveCampaign contacts. It can show which pages known contacts visit and help you understand their interests and engagement with your website.
- Choose event tracking if you need to record specific actions performed by contacts. For example, you can track form submissions, video views, downloads, purchases, or other custom interactions and use this information in ActiveCampaign.
- Choose conversion tracking if you need to connect marketing activity with business results. Conversion tracking is useful when the conversion happens after the initial website interaction or outside your website. For example, a lead can enter ActiveCampaign after submitting a form and later become a qualified lead or a won deal.
Conversion tracking can be considered the most valuable setup for business since it can help you better understand what really helps your business grow rather than relying on the “plain” number of conversions in reports. So, in this guide below, we focus on the available methods and how to configure conversion tracking for your website.
Conversion tracking configuration: available options comparison
There are several ways to connect ActiveCampaign conversion data with third-party platforms. The best option depends on your tracking needs, the level of customization you need, and the technical resources available.
A quick overview of each available option:
| Approach | Best for | Technical effort | CRM conversion tracking |
| ActiveCampaign API integration | Highly customized tracking requirements | High | ✅ |
| Webhooks + server-side tracking | Custom server-side workflows | Medium-High | ✅ |
| Stape Conversion Tracking app | Easy connection of ActiveCampaign CRM data with third-party platforms | Low-Medium | ✅ |
1️⃣ ActiveCampaign API custom integration.
A custom integration gives you the highest level of control over data. Developers can define which ActiveCampaign contacts, events, deal stages, or other CRM data should be sent to the platform you need and how the data should be processed.
The challenge is maintenance. Your team needs to build and maintain the integration, handle authentication and data mapping, monitor errors, and adapt the setup when APIs or business requirements change.
2️⃣ Webhooks + server-side tracking config.
Webhooks can be used to send data to other platforms when, for example, the status of an existing contact changes in ActiveCampaign. Along with server-side tracking, this allows you to build custom workflows for sending CRM conversions to third-party platforms.
It requires some manual work from your end within GTM; we have guides related to webhook configuration that can be helpful for this method:
The same setup can be done more quickly and with fewer manual actions on your side (see the next option).
3️⃣ Stape Conversion Tracking app installation.
The Stape Conversion Tracking app monitors deals in your ActiveCampaign pipelines. When a deal is created in or moved to a stage you've configured, the app automatically sends the corresponding conversion event to the destination selected in the app configuration.
The app can be used for CRM-based conversion tracking as well as audience synchronization. In this way, the app becomes a great choice for use cases such as tracking qualified leads or won deals, sending offline conversions, and updating advertising audiences based on ActiveCampaign CRM data.
Stape's Conversion Tracking app use cases
For businesses that rely heavily on paid traffic, the app will be especially helpful, since it provides Meta and Google Ads integration. In addition, you can configure Facebook offline conversion tracking, update Meta Custom Audiences, and create or automatically update Customer Match lists.
Create Facebook Lead Ads-ActiveCampaign integration
You can use the Stape Conversion Tracking app to connect Facebook Lead Ads to ActiveCampaign CRM. The app monitors deals in your ActiveCampaign pipelines. When a deal is created or moved to a stage you've configured, the app automatically sends the conversion event to Meta.
For example, you can configure the app to send a conversion event when a deal reaches a stage such as Qualified Lead or Won. This allows Meta to receive information about what happens to leads after they enter your CRM and use these signals for campaign optimization.
Track offline sales and automatically update ActiveCampaign contacts
Depending on the business type, a customer may complete the conversion offline. For example, after a sales call, in a physical location, by phone, or through another offline process.
When the deal reaches the configured stage in ActiveCampaign, the corresponding conversion can be sent to the advertising platform using Stape's app. This helps you connect online marketing activity with offline sales and gives advertising platforms additional information about which marketing efforts bring the most value.
Integrate Facebook Custom Audiences with ActiveCampaign
Website-based audiences only represent part of your customer data. Your ActiveCampaign CRM may contain more segments that might be interesting to target for your business.
The Stape Conversion Tracking app can synchronize ActiveCampaign data with Facebook Custom Audiences. The Custom Audience itself is created in Meta.
For example, you can build audiences based on CRM segments such as existing customers, qualified leads, won deals, contacts at a specific pipeline stage, or leads that have not yet converted.
Such lists can be helpful for sales and marketing teams, since these audiences can then be used in Meta advertising campaigns for targeting, remarketing, or excluding existing customers from acquisition campaigns.
Optimize Facebook Ads for revenue, not just leads
Generating a large number of leads doesn't always mean that a campaign is generating more revenue.
Your ActiveCampaign CRM contains information about what happens after a lead is generated. You can use this information to identify the results that really matter for business, such as qualified leads, won deals, or sales.
When a deal reaches one of the stages you've configured, the Stape app can send the corresponding conversion event to Meta.
This changes the optimization goal from:
“Which campaign generates the most leads?”
to:
“Which campaign generates the most valuable customers?”
For businesses with longer sales cycles or significant differences in lead value, this can provide a much stronger optimization signal than just website lead conversions.
Create and update Customer Match Lists in Google Ads
The app allows you to create an ActiveCampaign integration with Google Ads. You can create or update Customer Match lists based on your CRM data. As contacts move through your ActiveCampaign pipeline, their status will be automatically updated in the relevant Customer Match list.
How to set up ActiveCampaign conversion tracking with Stape
Stape's Conversion Tracking app makes it easy to send user progress and conversion events to your CAPI Gateway, Signals Gateway, or server GTM container.
After setup, the app automatically tracks users as they move through your defined conversion stages and sends the corresponding conversion events to your selected destination. This helps ensure accurate and reliable conversion tracking.
The app can also sync customer data with Google Ads Customer Match and automatically keep Meta Custom Audiences up to date based on your deals' progress.
App installation
To install the app, you need to have an ActiveCampaign account.
Open the app and click Authenticate with Stape. If you don't have a Stape account yet, create a free account.
Give the app the scopes it requires:
On the next step, specify the ActiveCampaign API URL and API Key.
To find the values, go to your ActiveCampaign account → click Settings (gear icon) → click the Developer tab → copy and paste your API URL and Key.
Paste the values into the app and click Verify & Connect.
After the app is successfully connected to your ActiveCampaign account, click Go to Event Settings.
Integration methods and their differences
The ActiveCampaign CRM app by Stape provides 5 different integration methods for sending profiles' progress status to your marketing platforms.
Note: you can configure multiple tabs/methods; each one runs on its own.
Server Google Tag Manager (sGTM)
This method integrates directly with your server-side Google Tag Manager container. It gives you full control over how data is processed and routed.
Server GTM is best for tracking setups that require custom logic or integrations with other platforms that Signals Gateway doesn't provide. It offers the highest level of customization and control, but requires more technical setup and ongoing management.
Customer Match (Google Ads)
It sends CRM audience and contact data directly into Google Ads, where it is used to create and update Customer Lists for targeting and remarketing.
Customer Match is best for users who run Google Ads campaigns and want to build and automate Google Ads audiences based on CRM activity, such as leads, opportunities, and customer lifecycle stages.
Meta Custom Audiences
The method focuses on syncing CRM data to Meta Custom Audiences for retargeting and segmentation. Once configured, it sends data about users who have already interacted with your website or CRM into Meta, so you can target them based on their stage in the customer journey.
Meta Custom Audiences is best for advertisers who want to retarget and re-engage users who have already interacted with their business.
Meta Conversions API Gateway (CAPIG)
This integration is built for Meta platforms such as Facebook and Instagram. It sends CRM event data directly to the Meta Conversions API.
Meta CAPIG is best for users who only need to track offline conversions and events in Meta. It is the most direct and simplest way to connect CRM data to Meta, but it is limited to Meta's ecosystem.
Signals Gateway
Signals Gateway is the unified routing solution. Instead of sending data separately to each platform, you send it once to Stape and then distribute it to multiple destinations.
Signals Gateway is best for users who, besides Meta, want to connect a few other platforms and look for a balance between simplicity and flexibility. Signals Gateway is more powerful than CAPIG (as it provides the option to add other platforms), and easier to configure than server-side GTM.
Configure the app based on the configuration method
❗Please note before starting:
Stape's app supports multiple integrations simultaneously. Each integration method has its own tab with an Activate integration toggle; switch it on for the integrations you want to send data to.
The integration method depends on your tracking setup and goals, and/or on your current experience with Stape. Click on the section below that corresponds to the tracking method you use:
Server GTM
Before you start
Make sure you have an active Stape account with a server GTM container hosted on Stape.
Log in to your Stape account → in the main menu, click sGTM → Create container on the top right.
Add your container name, the Container Configuration that you copied from your Google Tag Manager Server Container, and select the server location. Click Create Container.
For more detailed instructions, check Stape's article on how to set up a Google Tag Manager server container.
App setup
The setup process can be divided into two parts:
- Stape account data
- ActiveCampaign CRM fields
Stape account data
You will need to fill in the following fields:
- Integration - turn on the Activate toggle to allow the current integration (tab) to run in the background.
- Container API Key - an alphanumeric string value that is needed for app identification. Find the Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find the Container API Key.
ActiveCampaign CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where Meta Lead ID is stored.
- Configure additional User data you'd like to send to server GTM by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Custom data – add custom data to your events. Select a data point and the field to retrieve the value from.
- Application sends conversion Events based on the statuses of your Deals; whenever a deal reaches a status you define, a corresponding event will be sent to your server GTM container. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Contact stage to trigger an event; in a box to the right, type the event name you'd like to send to server GTM.
- Toggle the Send all statuses switch if you want to send all Contact stages as events to server GTM. Events are then named automatically and consist of a Contact status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will send conversion events in the background based on your settings.
Configure sending data to the required platforms
With the current setup, the app will send events to your server GTM container, but to distribute them to platforms like Meta, TikTok, Google Ads, or any other, you need to configure the CAPI tags inside GTM to fire accordingly.
1. Configure the Data Client to claim the JSON requests sent from the CRM app. Go to the Templates → click New → upload the Data Client template you've previously downloaded from GitHub.
2. Go to the Clients section of your sGTM container → click New → select Data Client. That's basically it; your configuration will look like in the screenshot below. Click Save.
Select the platforms you need to send data to from sGTM. While setting up server-side tracking with sGTM, you might have already configured the CAPI tags for the required platforms, for example:
Or any other tags for platforms that support server-side tracking. You will need to use them to configure sending data from your CRM to the required platforms.
To give you an understanding of how to configure the tags this way, we will take the Facebook platform as an example. You should map the events according to the requirements of the platforms you use.
4. Create a new Facebook CAPI tag. Go to the Tags section in sGTM → add Facebook Conversion API as tag type.
5. Configure the tag.
Event Name Setup Method: Override
- Event Type: Custom. Select a built-in variable Event name.
- Action Source: System Generated.
- Add Pixel ID and generate API Access Token: for the detailed instructions on how to find these values, please refer to our guide on where to find Meta Pixel ID and API Token.
Here is an example of how your configuration will look at this point:
- User data section: select properties from the drop-down list - Lead ID, Browser ID, Click ID. These three are basic.
For each property, add a variable that will take the appropriate value from the request sent from the CRM app.
Create the following variable for Lead ID:
- Variable Type: Event Data
- Key Path: lead_id
Create two different variables for Browser ID and Click ID:
- Variable Type: Event Data (for both), as the IDs will be retrieved from the event sent from CRM, not from the cookie.
- Cookie Name: fbp (for Browser ID variable) and fbc (for Click ID variable)
Here is an example of the user data section configuration:
- Custom data section: add a few custom fields to identify the source of the event.
Event_source property name with crm value.
lead_event_source - as property value, add a variable with the following configurations:
- Variable Type: Event Data
- Key Path: lead_event_source
Here is how this configuration will look in the tag:
6. Add a trigger for a tag.
Use the following configurations:
- Trigger type: Custom
- This trigger fires on: Some events
Besides, add the following conditions for a tag to trigger:
- Client Name equals Data Client
- Action Source equals system_generated
The variable for action source must have configurations as on the screenshot below:
- Event Source equals crm
Configure the variable for the event source as shown in the screenshot:
As a result, your trigger will look similar to the example from the screenshot below:
7. Test the setup.
Since it is, in fact, a webhook that is sent from CRM to the server GTM, you can refer to the article on debugging incoming webhooks in server GTM for the detailed instructions.
If you are using Customer Match as a configuration method for the Stape Conversion Tracking ActiveCampaign app, once configured, a new Customer List will be created in Google Ads. Please note that only Customer Lists created automatically by the Stape connection are supported.
Manually created or pre-existing lists in Google Ads will not be populated. For more info on Customer Lists, please check our article.
Customer Match
Before you start
Make sure you have an active Stape account with a server GTM container hosted on Stape.
If you don't have an account on Stape, please create one or log in if you already have one. In the main menu, click sGTM → Create container on the top right.
Add your container name, the Container Configuration that you copied from your Google Tag Manager Server Container, and select the server location. Click Create Container.
For more detailed instructions, check Stape's article on how to set up a Google Tag Manager server container.
App setup
The setup process can be divided into two parts:
- Stape and Google Ads account data
- ActiveCampaign CRM fields
Stape and Google Ads account data
You will need to fill in the following fields:
- Integration - switch the Activate toggle on to enable the current integration (tab) to run in the background.
- Container API Key - a string used for app identification. Find the Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find the Container API Key.
- Google Ads Operating customer ID - the ID of the Google Ads account where the Customer List will be created or updated. To get it, sign in to your Google Ads account → in the top right corner, click on your picture → copy the value.
Please make sure to remove hyphens before using the string as the Operating customer ID.
- Google Ads customer ID - stands for the ID of the account that you're using for authorization. Based on the type of account, you should copy the following values.
- If you're using your customer account, use the customer account ID.
- If you access the customer account through a manager account, use the manager account ID.
Please make sure to remove hyphens before using the string as the customer ID.
ActiveCamapaign CRM fields
Next, you need to map your CRM fields to audience member identifiers.
- User data - choose the data you want to fill the Customer List in Google Ads with, and specify user and ads data consent status from the drop-down list.
Please note: Address data will be included only if all four fields (First Name, Last Name, Region, Postal Code) have values.
- Actions & triggers - choose Action, Contact Status, and name a Customer List to be synced to. After configuring Customer Match in the Klaviyo app, a Customer List will be created in Google Ads.
Please note: stape_ is always appended, and the name of the list must always start with "stape_," e.g., stape_klaviyo_purchasers.
- Backfill - if you check this box, the app will sync existing Deals using the settings in the app above. When the unchecked box is selected, it will sync only new Deals that reach the configured statuses. Unchecking later doesn’t remove Deals already synced.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will send conversion events in the background based on your settings.
Meta Custom Audiences
If you are using Meta Custom Audiences as a configuration method for the Stape Conversions Tracking ActiveCampaign CRM app, once configured, you will send data on users who have already interacted with your website to Meta. The platform will use the data to target users based on their specific stage in the customer journey.
Before you start
1. Make sure you have an active Stape account with a server GTM container hosted on Stape.
If you don't have an account on Stape, please create one or log in if you already have one. In the main menu, click sGTM → Create container on the top right.
Add your container name, the Container configuration that you copied from your Google Tag Manager Server Container, and select the server location. Click Create Container.
For more detailed instructions, check Stape's article on how to set up a Google Tag Manager server container.
2. Create a custom audience in Meta.
We show how to do it in detail in our guide on Meta Custom Audiences in step 1.
3. Enable the Meta Connection in your Stape admin account.
Open the required container, go to the Connections tab, and click Sign in next to Meta. Use an account that has access to the Meta Ads where you need to update the custom audience.
App setup
The setup process can be divided into two parts:
- Stape account data
- ActiveCampaign CRM fields
Stape account data
You will need to fill in the following fields:
- Integration - switch the Activate toggle on to enable the current integration (tab) to run in the background.
- Container API Key - a string used for app identification. Find Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find the Container API Key.
ActiveCampaign CRM fields
Next, you need to map your CRM fields to audience member identifiers.
- User data - choose the data you want to fill the Custom Audience in Meta with, and specify user and ads data consent status from the drop-down list.
- Triggers & actions - choose Action, Profile Status, and Audience ID to be synced to (the custom audience you’ve created in Meta).
To find Audience ID - go to the Audiences section in Meta Ads, click Columns, enable Audience ID, then copy the ID of the required custom audience once the column appears.
- Backfill - if you check this box, the app will sync existing Deals using the settings in the app above. When the unchecked box is selected, it will sync only new Deals that reach the configured statuses. Unchecking later doesn't remove Deals already synced.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will sync audience members to your Meta custom audience in the background based on your settings.
CAPI Gateway
Before you start
Make sure you have an active Stape account with Meta Conversions API Gateway.
Log in to your Stape account → in the main menu, click More Gateways → Meta CAPIG → Create CAPIG in the top right.
Add name, email, and server location for new CAPIG. Then, choose the subscription plan and add billing details.
After creating Meta Conversions API Gateway in your Stape account, connect your Meta Dataset (Pixel) - just click Add data source → authorize in Meta → select the Business Manager and Dataset (Pixel) you want to connect.
To increase the events match quality, please enable Automatic advanced matching.
For more detailed instructions, check Stape's article on how to set up Meta Conversions API Gateway.
App setup
The setup process can be divided into two parts:
- Meta and Stape accounts data
- ActiveCampaign CRM fields
Meta and Stape accounts data
You will need to fill in the following fields:
- Integration - switch the Activate toggle on to enable the current integration (tab) to run in the background.
- Meta Dataset (Pixel) ID - a unique identifier that is used to configure integrations and view events in Events Manager. You can find it in your Meta account in the Data Sources' Settings tab. See the detailed instructions on how to find the Meta Dataset (Pixel) ID.
- CAPIG API Key - an alphanumeric string value that is needed for app identification. Find the CAPIG API Key in the CAPIG settings section of your Stape account. See the detailed instructions on where to find the CAPIG API Key.
ActiveCampaign CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where Meta Lead ID is stored.
- Configure additional User data you'd like to send to Meta by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on the statuses of your Deals; whenever a deal reaches a status you define, a corresponding event will be sent towards your Meta Dataset (Facebook Pixel). So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Contact stage to trigger an event; in a box to the right, type the event name you'd like to send to Meta.
- Toggle the Send all statuses switch if you want to send all Contact stages as events to Meta. Events are then named automatically and consist of a Contact status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will send conversion events in the background based on your settings.
Signals Gateway
Before you start
Make sure you have an active Stape account with Signals Gateway.
Log in to your Stape account → in the main menu, click Signals Gateway → Create Signals Gateway in the top right.
Add a name, email, and server location for the new Signals Gateway. Then, choose the subscription plan.
For more detailed instructions, check Stape's article on how to configure Signals Gateway.
App setup
The setup process can be divided into two parts:
- Signals and Stape accounts data
- ActiveCampaign CRM fields
Signals and Stape accounts data
You will need to fill in the following fields:
- Integration status - turn on the Activate toggle to allow the current integration (tab) to run in the background.
- Signals Gateway Pixel - a unique identifier that is used to configure integrations and view events in Signals Gateway. You can find it in your Signals Gateway account in the Data Sources tab. See the detailed instructions on how to find the Signals Gateway Pixel ID.
- Signals Gateway API Key - an alphanumeric string value that is needed for app identification. Find Signals Gateway API Key in the Gateway settings section of your Stape account. See the detailed instructions on where to find the Signals Gateway API Key.
ActiveCampaign CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where Meta Lead ID is stored.
- Configure additional User data you'd like to send to Signals Gateway by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on statuses of your Deals; whenever a deal reaches a status you define, a corresponding event will be sent towards your Signals Gateway Pixel. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Contact stage to trigger an event; in a box to the right, type the event name you'd like to send to the Signals Gateway pipeline.
- Toggle the Send all statuses switch if you want to send all Contact stages as events to the Signals Gateway pipeline. Events are then named automatically and consist of a Contact status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message, your setup is complete, and the application will send conversion events in the background based on your settings.
Settings editing
If you have some changes in the funnel or you want to change the events sent to your CAPI Gateway, server GTM container, Signals Gateway, Meta Custom Audiences, or Google Ads Customer Match List, you can always edit your app configuration.
To do it, go to your ActiveCampaign account → click on your profile icon → Apps → Connected Apps → locate the Stape app and edit it as required.
FAQ
What's the difference between ActiveCampaign site tracking and event tracking?
Site tracking records the pages a contact visits on your website, and event tracking records specific actions, such as signups, purchases, or video views.
Is ActiveCampaign site tracking GDPR compliant?
ActiveCampaign site tracking itself isn't automatically GDPR compliant. If you run businesses in the EU/EEA, you need to configure your consent management, determine the appropriate legal basis, and control what personal data is collected and sent to ActiveCampaign.
How does ActiveCampaign conversion tracking improve Facebook ad performance?
Connecting the conversion data from ActiveCampaign with Facebook can help you optimize campaigns based on funnel customer actions, instead of considering just lead submissions. With the help of a server-side tracking solution (Meta CAPIG, Signals Gateway, Meta Conversion API), you can get a higher-quality tracking infrastructure and minimize data loss due to ad blockers and browser restrictions.
Final words
ActiveCampaign site and event tracking help you understand website activity, but they don't show what happens after a lead enters your CRM. Conversion tracking is helpful to connect marketing interactions with qualified leads, deals, customers, and revenue.
Depending on your needs, you can use a custom API integration, webhooks with server-side tracking, or the Stape Conversion Tracking app to send ActiveCampaign CRM data to a server GTM container and platforms like Meta and Google Ads. With the app, you can also enable marketing automation (sync data for Meta Custom Audiences and create/update Google Ads Customer Match lists automatically), connect Facebook Lead forms with CRM, and supply third-party platforms with new lead status updates.
By tracking business outcomes instead of website conversions alone, you can better understand which campaigns generate value and optimize your marketing strategy accordingly.
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