Sending sales to the Meta pixel automatically (automatic events)

This is where you tell Hades when to let Meta know that a sale happened. Two ways: when a deal enters a pipeline stage (for example, Won) or when you write an agreed phrase on WhatsApp (for example, "payment confirmed, R$ 297" becomes a Purchase of R$ 297). That way Meta learns which ads bring sales, not just leads.

It's part of the Oracle plan and up. The owner or a manager creates and changes the rules; a rep sees the list and the firings but can't change them. It applies to the conversations and deals that came from a campaign: the lead has to be linked to this tracker account.

Creating the rules

1. In the menu, click Results, the Ads tab, then the Capture and pixel tab. Scroll down to Automatic events to Meta.
2. If there are no rules yet, click Use the suggested rules. Hades creates three: Sale closed (when the deal enters Won, it sends Purchase), Payment confirmed on WhatsApp (moves the deal to Won when a payment phrase is written) and Payment link sent (sends the checkout event when the link phrase is written). The screen says: "3 rules created. Check the phrases before using them."
3. Click Edit on each rule and replace the phrases with the ones your team really writes. The suggested ones come in Portuguese, and your team may write differently.
4. To build a rule from scratch, click New rule. Fill in the Rule name and choose under When it fires: "When I write a phrase on WhatsApp" or "When the deal enters a pipeline stage".
5. If you picked the phrase, write the phrases under Phrases (one per line) and, if you like, choose the target stage under Move the deal to. If you picked the stage, choose the Pipeline stage. If you have more than one pipeline, pick the Pipeline first, and the rule applies only to its stages.
6. Under Events sent to Meta, tick one or more (there are 12 standard Meta events, from Lead to Purchase, Subscribe and Started the free trial). If you need another one, type it under Custom event: letters without accents, numbers and _ only, no spaces, up to 40 characters, and create the custom conversion in Ads Manager with the same name.
7. If the sale always has the same value, fill in the Default value (R$). Click Create rule.

How Hades reads the phrase

• Only a message from you or your team counts. Never the customer's: if the customer could fire it, anyone typing "I bought" would send a fake sale.
• The message only has to contain the phrase, as whole words. Capital letters, accents, periods and colons don't matter; ! and ? do. "Sale done" doesn't match "sales done".
• A message edited afterwards to contain the phrase doesn't fire.
• A one-word phrase is accepted, but the screen warns it can fire by accident. Prefer 2 to 4 words.
• The value comes, in this order, from: the rule's Default value (R$), if there is one; otherwise the value written in the message ("R$ 297", with or without cents; with several values, the largest wins); otherwise the deal's value.

Purchase needs a value

Meta doesn't accept a Purchase without a value. So Hades never sends an empty Purchase: it looks for the value (rule, message, deal) and, with none, records "not sent" and waits.

• Moving a deal to a stage that sends Purchase (and whose rule has no default value) opens the What is this deal worth? window. Type it under Amount (R$) and click Save and move. Without the value the deal doesn't move.
• A deal that reached the stage without going through that prompt (by a phrase on WhatsApp or from the phone) shows a value missing tag on its card. The Purchase goes out as soon as the value is filled in.
• You can't clear the value of a deal that sits in a stage like that.
• A Purchase never comes from a lost deal. The screen refuses the rule with "A purchase event can't come from a lost deal".

Testing before it counts

1. In Meta's Events Manager > Test Events, pick the Offline channel and copy the TEST... code. Paste it under Test code, in the pixel settings, and save.
2. Make a rule fire (move a test deal or write the agreed phrase in a campaign conversation).
3. Look at Latest firings, in the same section. Reached Meta is Meta saying it received the event. Meta's Test Events screen only lists website and physical-store events: Hades' events (from the CRM and from WhatsApp) arrive and do not show up there.
4. When it's right, delete the test code and save again. While it is filled in, no event counts as a real conversion.

What gets recorded in Latest firings

• Reached Meta — sent and accepted. Queued for Meta — waiting its turn. Rejected by Meta — Meta refused it; the reason is in the Conversion sending to Meta section. No answer from Meta (will retry) — the sending repeats on its own.
• Deal moved to (stage) — the phrase rule moved the deal.
• Not sent: this conversation has no campaign lead — the conversation isn't linked to a lead. That's on purpose: a personal conversation never becomes a pixel event.
• Not sent: the lead has no deal — the lead exists, but there is no deal to act on.
• Not sent: purchase without a value (write the value in the message) — see the section Purchase needs a value.
• Already sent for this person — each event goes out once per deal, and the same event doesn't repeat for the same person within 7 days, wherever it comes from.

If it didn't work

• The section doesn't show up — the plan is below Oracle, or you're on the wrong tab. It lives under Capture and pixel.
• "Only the owner and managers can change automatic events" — ask one of them to create or change the rule.
• The yellow notice says sending is off — turn on Send conversions to Meta in the pixel settings, right above.
• Events stay "Queued for Meta" — usually sending is off, or the token or pixel ID is wrong. Use Try sending now in the Conversion sending to Meta section.
• You wrote the phrase and nothing happened — check that the message went out from your number or from the panel, that it contains the whole phrase, that it wasn't edited afterwards and that the conversation has a campaign lead linked.
• "Hades already uses that name" — the custom event name is reserved (Compareceu, CompareceuLive and Grupo). Pick another one.

What this doesn't do

• It doesn't send an event because of a customer's message.
• It doesn't send a Purchase without a value, or from a lost deal.
• It doesn't send the same event twice for the same deal.
• It doesn't change anything in Meta by itself: the rules only tell Meta that the sale happened.