Connecting your Meta ads to Hades

To know which ad each lead and each sale came from, Hades needs three things: the capture link (where the lead arrives), the UTMs on your ads and, if you want Meta to optimize for sales and not just leads, the pixel with the Conversions API token. It all lives under Results, on the Ads tab.

It's part of the Oracle plan (one tracker account, your own) and of Demigod (several, one per agency client, each with its own pixel and link). On Initiate the screen shows a padlock, Ads and ROI is part of the Oracle plan, with a View plans button.

Step by step

1. In the left menu, click Results and then the Ads tab. The screen is called Which ads turn into sales.
2. If you see No tracker account yet, type a name in New tracker account (your company's; for an agency, the client's) and click Create. The screen answers: "Account … created. Now set up its pixel."
3. Click the Capture and pixel tab. Under Settings — (the account name) there is the Lead capture link. Click Copy.
4. Paste that address into your form, Typebot, GoHighLevel or Zapier as a webhook (POST) and send nome, telefone, email and the utm_* fields — whatever you have. A lead only gets in if it carries at least a name, a phone number or an email.
5. In Meta Ads Manager, open each ad that leads to a page or form of yours and click Edit. Scroll down to Tracking, the URL parameters field, paste the text below and publish. An ad that leads to WhatsApp doesn't use the UTMs: it is identified by the conversation itself (see the section Where leads come from, further down).

utm_source=meta&utm_medium={{adset.name}}|{{adset.id}}&utm_campaign={{campaign.name}}|{{campaign.id}}&utm_content={{ad.name}}|{{ad.id}}

Meta replaces each {{...}} with the name and the number of the campaign, the ad set and the ad. Hades keeps the name and the number; the results table shows only the campaign name.

Sending sales back to Meta (the pixel)

On the Capture and pixel tab, click Set up conversion sending. The window has the five steps below; the fields sit right underneath, in the same place.

1. Get the pixel ID. Ads Manager → menu → Events Manager → your dataset. The number (15 or 16 digits) is at the top. Paste it into Pixel ID (dataset).
2. Generate the Conversions API token. In the same dataset: Settings → Conversions API → Generate access token. Copy it right away, because Meta shows it only once. Paste it into Conversions API token. It is stored encrypted and the screen never shows it back; saving with the field blank keeps the one already there.
3. Test before it counts. In Events Manager → Test Events, pick the Offline channel, open "Confirm your server events" and copy the TEST... code. Paste it into Test code. While it is filled in, the events do not count as real conversions.
4. Turn it on and check. Tick Send conversions to Meta and click Save settings. Check the Conversion sending to Meta section: sent is Meta saying it received the event. Meta's Test Events screen only lists website and physical-store events; Hades' events arrive and do not show up there.
5. Delete the test code. Leave Test code empty and save again. While it is filled in, no conversion counts for real and Meta keeps optimizing without them.

With nothing else set up, Hades sends Lead when a lead arrives, Compareceu (a custom event meaning "showed up") for a meeting held with a lead from this account, and Purchase when you mark the sale as closed. To also send events when a deal changes stage or when someone writes a phrase on WhatsApp, see Automatic events to the pixel.

An event Meta doesn't receive is kept and resent automatically every day, for up to 7 days. The Try sending now button, in the same section, runs the queue immediately.

Ad spend

The Results table shows, by campaign and by month, leads, meetings, sales, revenue, ROAS and ROI. What's missing is the spend, and the cell reads record it until it is in. Right below the table, under Ad spend:

1. In Campaign, type the campaign name exactly as it is in the UTM (utm_campaign), without the number after the bar. The list suggests the campaigns that already had a lead.
2. Pick the Month and type the Spend this month, in reais, for example 1,500.00.
3. Click Save spend. The answer is "Spend saved." and the spend goes into the campaign's ROAS and ROI.

Where leads come from

• Form, Typebot, GoHighLevel or Zapier: through the capture link, as in the step by step.
• An ad that leads to WhatsApp: connect the company number (Connecting the company WhatsApp). When the conversation arrives from a Click to WhatsApp ad, Hades uses the ad information that comes with it to learn the campaign and the ad; without that information, the per-campaign link just below applies.
• WhatsApp link per campaign: on the Meta and WhatsApp tab, WhatsApp leads section, type the number in Number that answers (area code + number) and click Save number. One link per campaign appears, one for each campaign that already had a lead. Use each link as that campaign's ad destination. The message already carries a code; if the person deletes the code and writes from scratch, the conversation comes in without a campaign and Hades records "don't know" instead of guessing.
• A WhatsApp conversation that didn't come from a campaign doesn't become a lead on its own, and a personal conversation never does. It stays in Conversations, and you create the lead with the button on its card. See Why the conversation didn't become a lead.

Automatic leads and team numbers

On the Meta and WhatsApp tab, WhatsApp section, click the row of the operation's number. In the window that opens, below the connection, there are two options. Only the owner or a manager can change them.

• Automatic leads — the checkbox "Automatically turn people who arrive from a campaign on WhatsApp into leads", with the Save button. When it is off, no WhatsApp conversation becomes a lead on its own, not even one from an ad: they all stay in Conversations. Forms and integrations don't change.
• Team phone numbers — under Numbers that are NOT leads, one per line or separated by commas, the numbers of the people who work with you. A message from them never becomes a lead. Without this, a rep writing from their own phone could turn into a lead.

If it didn't work

• The screen shows the padlock — your plan is below Oracle. Click View plans.
• "Your plan includes one tracker account — your own" — Oracle has one account. For one account per client, the plan is Demigod.
• The lead went to the row with no campaign — the ad doesn't have the UTMs pasted, or the person deleted the code from the WhatsApp message.
• The lead didn't arrive — what the form sends must carry a name, a phone number or an email. With none of the three, it is refused.
• The link leaked — click Generate a new link. The old one stops working right away, and you need to paste the new one into your forms.
• It says "rejected by Meta" — the reason Meta gave is written under Meta's last error, in the Conversion sending to Meta section. It is almost always a wrong pixel ID or token.
• "To turn sending on, fill in the pixel ID" — fill in the ID and save again.
• Nothing shows in Meta's Test Events — that's expected. Confirm through the sent state in the Hades section.

What this doesn't do

• Turning on the pixel and pasting the UTMs changes nothing in your campaigns: it only carries sales information to Meta and campaign information to Hades.
• The amounts are always in reais. An ad account in another currency stays out of the ROI.
• Without the UTMs, Hades can't tell which campaign a form lead came from, and the cost of the other campaigns looks higher than it is.