Salesforce offline conversions to Meta, Google Ads, TikTok, LinkedIn, Microsoft Ads, Reddit, Pinterest and X

Why send Salesforce stages to your ads

Ad platforms optimize for what they are told. If the only signal is the form fill, they find more people who fill in forms, including the ones who never answer the phone. A Closed Won event with a value tells them what a good click looks like.

The catch is timing. Salesforce closes a deal weeks after the click. Safari caps browser-script cookies at 7 days, and iOS Link Tracking Protection strips some click IDs from links. By the time the deal closes, the ad click is often gone from the browser. DataCops keeps the click on your own domain, so the match still works on the day Salesforce reports the sale.

There is a second reason. Most B2B teams already know which campaigns bring form fills. Few know which campaigns bring pipeline. Once Salesforce stages flow back, the same campaign view in each ad platform starts to show qualified leads and revenue next to clicks, and the bidding learns from them too.

How DataCops keeps the click until the deal closes

The DataCops script loads from a subdomain of your own site, such as datacops.yourdomain.com, set up with one DNS record. Because it is your own domain, browsers treat it as part of your site, and ad blockers that match known tracking hosts do not stop it.

On each visit it keeps the Google, Meta, TikTok, Microsoft, LinkedIn and X click IDs with the visitor. When the visitor shares an email, on your form or in a signup, DataCops links that email to their visit and their ad click. That link is what lets a Salesforce post that only carries an email find the right ad later.

If the same person comes back weeks later on a new device and uses the same email, the earlier click can still be credited. For returning visitors on the same browser, you can switch on a first-party server cookie that keeps them recognised for up to 400 days, even on Safari. It is a per-site switch and starts off.

How to connect Salesforce to the DataCops webhook

Copy the private sales webhook URL from your DataCops dashboard. Treat it like a password and keep it out of shared documents. From Salesforce, there are three ways to call it.

1. Salesforce Flow. A record-triggered flow on Lead or Opportunity, fired when the stage changes, with an HTTP callout action that posts the JSON below. This needs no code and is the easiest to maintain.
2. Apex. A trigger or queueable class that makes an HTTP callout when the stage field changes. Use it when you need logic a Flow cannot express, and register the webhook host as a remote site or named credential.
3. Outbound message or middleware. An outbound message, or Zapier, Make or n8n listening to Salesforce and posting to the webhook. Use it when your team already runs one of these.

Direct posting is one less thing to break. A middleware tool adds a step and a task count you may pay for, but it is quicker to set up if nobody on your team writes Flows. If you prefer an API key over a webhook secret, the public conversions API takes the same kind of post and counts a repeated messageId once.

Example payload from a Closed Won opportunity

This example uses made-up values. Field names are the real ones the webhook reads.

{
  "event": "won",
  "email": "dana.reyes@example.com",
  "phone": "+14155550137",
  "value": 4800,
  "currency": "USD",
  "order_id": "006XX00000ABC123",
  "gclid": "Cj0KCQjw-example",
  "fbclid": "IwAR-example",
  "test": false
}

The event is required, and the stage names it accepts are in the offline conversions docs. Email or phone must be present, and phone should carry the country code. Send value and currency on won events so the ad platforms can optimize for revenue. Click IDs are optional and worth sending when you store them on the Lead or Contact, because a click ID is the strongest match there is.

Which Salesforce stages to send

Send the stage that happens often enough to teach a campaign and late enough to mean something. Most B2B teams end up with two or three.

• Qualified lead. The lead is real and in your market. This is the best first signal for teams with fewer than a few dozen deals a month.
• Meeting held. A rep spoke to them. It removes the leads that book and never show.
• Closed Won, with value. The revenue signal. Send it with the opportunity amount and the opportunity ID as order_id.

Closed Lost is best left unsent. Sending it as a conversion would teach the platform to find more people you lose. In DataCops, each stage maps to a standard event such as Lead or Purchase, and you choose per event which platforms receive it.

Hold a lead until Salesforce says it is real

Some teams want the ad platforms to learn only from leads that sales accepted. DataCops can hold a lead instead of sending it. The held lead keeps its original click IDs and hashed details. When Salesforce marks it qualified, a Flow calls the release endpoint with the event name and email, and DataCops sends the held lead, oldest first. A release runs once, so a double call does not double send.

Leads can also be released or dropped from the lead list in the dashboard. Held leads that are not released within 14 days expire, which keeps old, cold leads out of your ads. HubSpot users get this release automatically, checked every 5 minutes. With Salesforce, the Flow calls the release endpoint.

One sale, one conversion

Salesforce edits records often. An opportunity can hit Closed Won, go back to Negotiation and come back again. DataCops keeps a sale ledger per ad platform. A Purchase with an order_id is sent once per order per platform, and remembered for 400 days. A Lead with an email is sent once per platform in a 30-minute window. A repeat shows in the log as a duplicate, with the first send it matched.

The same ledger covers other sources. If the browser pixel, a form and Salesforce all report the same order with the same ID, each ad platform still gets it once. Meta also receives the event_id, so its own browser and server events dedupe.

Refunds and lost deals after the sale

When a closed deal is refunded, post the refund through the conversions API. On Google Ads, DataCops retracts the conversion for a full refund and lowers its value for a partial one. A duplicate refund post adjusts once. Meta and TikTok have no API to correct a sent conversion, so nothing is sent to them for a refund.

Five Salesforce pitfalls to plan for

1. Lead conversion changes the record. When a Lead converts, Salesforce creates a Contact, an Account and often an Opportunity, and mapped fields do not always copy across. Map email, phone and click ID fields on both the Lead and the Contact.
2. One contact, several opportunities. Use the opportunity ID as order_id. A customer who buys twice counts twice, and an opportunity edited three times counts once.
3. Stage renaming. If someone renames a stage, automation that matches on the name stops firing. Match on a stable field such as IsWon, and review the list when the pipeline changes.
4. Sandbox versus production. A sandbox will happily post to a live webhook. Send the test flag as true from every sandbox and test record.
5. Ownership. Automation runs as a user. Run flows as an integration user with access to every field you send, so a deactivated rep does not stop your callouts.

Privacy and consent

Email, phone and names are cleaned and SHA-256 hashed before they leave our servers. DataCops estimates a match score out of 10 from the details you send, so you can see when adding phone or a click ID would help. The score is our estimate, not the platform's own rating.

The built-in cookie banner is built to the IAB TCF v2.2 standard, shows in Europe by default, and turns on Google Consent Mode v2. The server checks consent again before every send. For EU, UK and Swiss visitors, nothing goes to an ad platform until the visitor opts in. If your site handles health topics, Health mode sends ad platforms only the click, the value and your homepage address.

See exactly what reached each platform

The delivery report shows, per platform, how many conversions were sent, skipped or failed, with a plain reason for each one: a duplicate, a held lead, an event not mapped, a consent rejection, and so on. History goes back up to 400 days. Alerts email you when deliveries start failing or an ad platform token is about to expire, so a broken Flow does not go unnoticed for a month.