If you spend real money on ads, this one matters. Deep Funnel Conversion Tracking tells Google and Facebook which of your ad clicks turned into real leads and customers, not just clicks. That helps their ad systems find more people like your buyers. It's available on Pro and Enterprise accounts.
Ad platforms learn from conversions. When someone clicks an ad and later buys, the platform uses that sale to target more people like them. But browser tracking breaks easily. People switch devices, clear their cookies, or take weeks to decide. And Apple and Google keep changing how online activity is tracked. When the platform never sees the sale, a profitable ad can look like a loser.
Ontraport already knows who opted in and who bought. Deep Funnel Conversion Tracking captures each contact's ad tracking IDs. Then an automation sends their conversions back to Google Analytics and to Facebook's Conversion API. You can send mid-funnel steps, like a demo request, as well as deep-funnel ones, like a purchase.
To turn it on, click your profile icon, then Administration, then Advanced Features. Toggle on Deep Funnel Conversion Tracking.
This adds new fields to your contacts. For Google, you get GA Client ID, GCLID, which is the first Google click ID captured, GA Session ID, and fields for the most recent Google click, like Last GCLID. There's also a LinkedIn Click ID. For Facebook, you get Facebook fbc, the click ID, and Facebook fbp, the browser ID. They fill in automatically when someone submits an Ontraport form or a form on an Ontraport Page.
If you also turn on Tracking and add UTMs to your ad links, the contact's Lead Information section shows which campaign brought them in. The UTM variables lesson covers that.
Your tracking code needs to be on the pages where your forms live. The Facebook fields only fill in if your Facebook pixel is on the page. In the Pages editor, open Settings, then Custom code, then Header. Paste your Facebook pixel base code there, and your Google tag for Google Analytics. Save and publish the page, and repeat for each page you want to track.
If your pages belong to an Ontraport Site, you can paste the code once in the site's sitewide header code instead, and it applies to every page on the site.
Next, in Google Analytics 4, create a conversion event for each action you want to track, like a purchase or a lead form submission. Go to Admin, then Conversions, then New conversion event. Do this before you edit the automation, because its triggers rely on these events.
Then collect three things. First, your Measurement ID, from your data stream's details. Second, a Measurement Protocol API secret, from the same web stream. If you don't have one, click Create and Google generates it. Third, the names of your conversion events.
Ontraport gives you a prebuilt automation map for each platform. Download them from the Support Center articles on Google Analytics and on deep funnel tracking with Facebook. Each map uses webhooks to send your conversion data. Follow the map's checklist to fill in your details. For Google, that's your Measurement ID, API secret and event names. Then publish the map.
The Google map includes a Product is purchased trigger, which counts any purchase as a conversion. To send a specific product instead, edit the map, click the trigger, and pick the product in the Purchases dropdown. Then click the webhook element below it and add that product's details. Copy the trigger for each additional product.
To see what's being sent, go to Administration, then Integrations, then Webhook Logs.
And to hear about problems, add your team under Webhook failure notification, on the same Integrations tab. Alerts are capped at ten per endpoint per day. Check the receiving system before resending to avoid duplicates. If the receiver was down, restore it and inspect the saved request before using Replay in Webhook Logs.
So: turn on Deep Funnel Conversion Tracking, put your tracking code on your form pages, set up your conversion events, and publish the prebuilt maps. Then Google and Facebook see your real results, not just clicks. Next up, we'll take a deep dive into split testing.