Pixel Custom Conversion (Also Meta and TikTok)

Hi @Georgex2G Happy Tuesday! Did the suggestions above work? Let us know if you still need help!

Hi @Georgex2G, I totally understand your frustration with the reporting discrepancies - it’s a very common issue as ad platforms rely heavily on browser-side tracking which is becoming increasingly unreliable, especially for reporting an event that occurs after the initial form submission and is determined by a qualification logic in your CRM.

The complex but ultimately most accurate and future-proof solution is to use a server-side tracking setup that integrates your key platforms.

The combination of Typeform API, HubSpot API, Google Tag Manager (GTM), and the Conversions APIs for Facebook (Meta) and TikTok, with a hosting service like Stape or Google Cloud Platform, is the best approach because it sends conversion data directly from your server to the ad platforms, bypassing browser restrictions and allowing you to precisely report your Qualified Leads.

Here is how this robust system would function:

First, your audience clicks the ad and lands on the Typeform.

When the form is submitted, the Typeform API sends the complete response data, including any hidden fields you use to capture ad-click identifiers (like the Facebook Click ID or TikTok Click ID, often passed via the URL), into your HubSpot CRM.

This initial submission can also send a client-side or server-side Lead Standard Event to Meta and TikTok using a Web GTM Container.

Next, and this is the crucial part, your HubSpot CRM’s internal logic segments the lead into Qualified or General.

The HubSpot API then detects this change in the contact's lifecycle stage (the qualification event).

This is what you want to send back to the ad platforms.

To do this, you use a Server-Side GTM Container hosted on a platform like Stape (which is generally more cost-effective and easier to manage than directly hosting on Google Cloud Platform, making it ideal for a limited budget).

The HubSpot API would trigger a webhook or use an integration to send the Qualified Lead data - including the crucial ad-click identifiers and a hashed version of the customer's email or phone number for higher match quality - to your Server-Side GTM container.

In the Server-Side GTM, a Facebook Conversions API tag and a TikTok Conversions API tag would fire.

For the event name, instead of the initial Lead event that happened on the form submission, you would send a more valuable Standard Event like Purchase (if it's a high-value qualified lead) or a Custom Conversion event like QualifiedLead.

Critically, you would configure these server events to be deduplicated against the less-valuable client-side Lead event.

By sending this high-quality server-side signal when a lead hits the qualified stage in your CRM, you get accurate attribution and, most importantly, you teach the Meta and TikTok algorithms exactly who your best leads are, drastically improving your ad optimization.

This entire setup gives you maximum data fidelity because the data comes directly from your authoritative source - HubSpot - and is less susceptible to ad blockers or browser limitations, ensuring your ads manager reflects the real number of your qualified leads for better bidding and optimization.