Integration guides
How PipeValue talks to each ad platform — Meta, Google, LinkedIn, X, TikTok — what it sends and how to connect.
Every destination receives the same core payload — the lead's computed value, a currency, hashed identifiers, and any available click ID — adapted to that platform's conversions API.
Meta (Facebook & Instagram)
Uses the Conversions API. PipeValue sends a server event (e.g. LeadScored) with the value, hashed email/phone, and fbc/fbp when captured.
- Connect: OAuth, or a Conversions API token + Dataset (Pixel) ID.
- Optimize: set the ad set to value optimization on that dataset.
- Verify: check incoming events in Events Manager.
Google Ads
Uses click conversions (matched on gclid) with Enhanced Conversions for Leads as a fallback. Requires a Google Ads developer token plus an OAuth client.
- Connect: OAuth client + developer token; then Customer ID + Conversion action ID.
- Optimize: use Maximize Conversion Value (add target ROAS once you have volume).
Uses the offline Conversions API, matching on hashed email and li_fat_id. Connect with OAuth (scopes r_ads, rw_conversions), then Account ID + Conversion rule ID.
X (Twitter) Ads
Uses the X Conversions API, sending events with the lead's computed value. Connect with a Pixel ID + Conversions API token.
TikTok Ads
Uses the Events API, sending value + currency for Value-Based Optimization. Connect with a Pixel ID + access token.
A note on matching
Match rate is the single biggest lever on how many conversions a platform can use. Install the capture snippet so click IDs are stored from the first visit; PipeValue hashes and attaches the best available identifiers for each destination automatically.