Module · The nineteen workflows
Telling Meta which leads were worth it
Lesson 25 of 40 · 6 min
An ad platform optimises for whatever you report back to it. Report form fills, and it will find you people who fill in forms. These two workflows report something better: which enquiries turned out to be worth talking to, and which ones turned into money.
The gap this closes
Your demo org has the gap in it, with real numbers. Three campaigns, 540 days of ad data, ₹85,217 of spend, and 47 leads claimed by the platform against 38 that reached the CRM. Nine leads are unaccounted for. Until the loop is closed, the platform is optimising against its own 47 — a number the business cannot see and did not agree to.
First signal: this lead was actually qualified
8.1 · Tell Meta which leads were actually good
Three boxes. A deal reaches a stage that means something, the person behind it is fetched, and a QualifiedLead event goes out.
Scroll for all 3 steps →
Read the trigger's filter — it is where the judgement is. It does not fire on every stage change. It fires on the three stages that mean a human has decided this enquiry is real. Which stages count is a business decision, written in a field, and a client will want to argue with it — which is exactly right.
Second signal: this lead became revenue
8.2 · Tell Meta which leads became revenue
The same shape, fired by disbursal, sending a Purchase event that carries the actual value — and leaving a note on the record saying it went.
Scroll for all 4 steps →
This one carries the money. The value on the event is the deal's own value, so the platform is not being told “a conversion happened”, it is being told “this one was worth this much”. That is the difference between optimising for volume and optimising for revenue.
What the fourth box is for
The revenue workflow ends by writing a note on the enquiry saying the conversion was sent. Nothing technical needs it.
It exists so a human can audit an invisible action. Everything else in this pair happens outside the CRM, inside somebody else's platform. Without the note there is no way, from the record, to know whether the signal went — and “did it actually send?” is the first question anyone asks when the ad numbers look wrong.
How to say this to a client
| They will say | The answer |
|---|---|
| “We already have the pixel.” | The pixel sees a form fill. It cannot see that the enquiry was junk, or that it disbursed four months later. Only the CRM knows that. |
| “Is this not just reporting?” | No — the platform spends differently on the back of it. You are changing what it optimises for, not what you look at afterwards. |
| “What about privacy?” | The event carries hashed contact details and your own id for the person, and it goes to the platform they are already advertising on. That is a real conversation to have with their counsel, and it is not one to wave away. |
“We already have the pixel.”
- The answer
- The pixel sees a form fill. It cannot see that the enquiry was junk, or that it disbursed four months later. Only the CRM knows that.
“Is this not just reporting?”
- The answer
- No — the platform spends differently on the back of it. You are changing what it optimises for, not what you look at afterwards.
“What about privacy?”
- The answer
- The event carries hashed contact details and your own id for the person, and it goes to the platform they are already advertising on. That is a real conversation to have with their counsel, and it is not one to wave away.
The privacy answer is the one not to bluff. The first two objections you can close on the spot; the third belongs to their legal counsel, and saying so costs you nothing and buys you the room.
Why both are drafts
They wait on the client's own ad account, and nothing else. Same shape as the voice and WhatsApp workflows — configured, readable, finished, waiting on a credential only the client can supply. This is the closing beat of the demo precisely because it is unfinished: it shows the prospect what connecting their own account would immediately buy them.
Change one thing
- Open the qualified-lead trigger and change which stages count. That is the whole argument in one field.
- Open the revenue event and find where the value comes from. Trace it back to the trigger.
- Open the dashboard in your org and find the 47-against-38 gap for yourself. Practise saying it in one sentence — it is the closing line of your demo.
That is the customer journey end to end. A lead arrives from somewhere, is understood, is called, is answered, is followed up, becomes money — and the platform that produced it is told. Six lessons of this module are still to be written; the rest of the catalogue fills in the middle of that arc.