CRM Milestones and Ads Events
A sales milestone is normally represented by a lead stage, value, or another supported lead event. Moving a lead to a milestone updates CRM reporting immediately; an external advertising event is separate and depends on configuration.
What happens on a stage change
Section titled “What happens on a stage change”- The lead stage is updated.
- A timeline event records the change.
- Matching event-driven automations are evaluated.
- Analytics reflects the lead in its new stage.
- A configured ads mapping may add an event to the conversion queue.
Google Ads
Section titled “Google Ads”Google Ads uses numeric conversion-action IDs mapped to CRM milestones. A usable click ID is normally required for the first click-ID-based rollout. Enhanced matching and send-all behavior should remain off until the workspace has completed the relevant Google setup and consent review.
Meta CAPI
Section titled “Meta CAPI”Meta CAPI maps CRM milestones to Meta event names such as Lead, QualifiedLead, or Purchase. The workspace may configure one main event or several reporting events.
External delivery is not guaranteed by the stage alone
Section titled “External delivery is not guaranteed by the stage alone”An event is sent only when:
- The integration is enabled and configured
- A mapping exists for the CRM event
- The lead contains usable identifiers
- Required value, currency, and consent expectations are satisfied
- The provider and background dispatch service are available
Use Settings -> Ads -> Logs to review queue and provider results. Keep test mode enabled while validating a new mapping.
Reopening a lead
Section titled “Reopening a lead”Changing a lead back to an active stage updates the CRM, but it does not automatically reverse an event already accepted by an advertising platform. Handle corrections according to the provider’s own conversion-adjustment process.