amoCRM (Kommo) and the Meta Conversions API: how to send pipeline stages to Meta

An amoCRM (Kommo) Conversions API setup solves one task: the sales are in amoCRM, and Meta does not know about them. Ads Manager sees a filled-in lead form — who answered the phone, who came to the meeting and who paid stays in the CRM. So the algorithm looks for people who fill in forms, not people who buy.

In the week of 2–8 October 2026 a driving school’s ads brought 863 leads; 335 were qualified and 36 bought. On its own, Meta saw 863 leads and none of the 36 sales. The Conversions API (CAPI) closes that gap.

What does “a stage becomes an event” mean?

In CAPI Platform (capip.uz) this is the Funnel page: each amoCRM pipeline is a table of its stages. A stage gets its meaning in the report (new lead, qualified lead, sale, junk lead) and, where needed, an event for Meta: Lead, QualifiedLead or Purchase. Each event is sent once per lead, even if the deal moves back and forth between stages.

Product screen · capip.uz

Which amoCRM stages should send QualifiedLead and Purchase?

The platform makes the first guess: the first open stage is Lead, the won stage Purchase. The qualified-lead stage is yours to mark — only your sales team knows which stage that is. Mark the working stages after it as qualified too: if a manager skips a stage, the lead still counts and the event still goes once.

Meta’s developer documentation gives a guide: 1–40% of leads should reach the chosen stage, within 28 days. A stage every lead passes (“Contacted”) does not tell a qualified lead from a junk one; a stage one lead in a hundred reaches gives too few signals.

Purchase carries the deal’s amount, converted to the ad account’s currency; with no amount it goes without a value. A deal closed straight to a sale sends QualifiedLead too.

Product screen · capip.uz

We promise no result. Meta reports that advertisers who connected a CRM through the Conversions API and optimised instant-form campaigns for qualified leads saw a 19% lower cost per quality lead on average (A/B test, 567 advertisers, 13–27 January 2025). That is Meta’s test, not a CAPI Platform result.

What does Kommo’s native CAPI integration cover?

amoCRM is sold internationally as Kommo, and Kommo has its own Meta Conversions API integration. This is what its help-centre article says (updated 19 May 2026, read 9 October 2026).

If your ads lead people into a conversation — Direct or WhatsApp — Kommo’s integration is built for that; CAPI Platform does not tie such leads to an ad automatically. For lead-form ads the article leaves two things unmentioned: a qualified-lead event between Lead and Purchase, and a report tied to ad spend. CAPI Platform does both: see the amoCRM integration page.

We have not checked whether amocrm.ru accounts have this integration. Confirm the plan and its terms on Kommo’s current pricing page.

What does Meta need to match the lead?

Delivery is not enough: Meta must connect the event to a person who saw the ad, so the event needs at least one key.

• The Meta lead ID — the 15–17-digit number every lead-form lead gets. For lead-form ads it is the most exact key.
• SHA-256 hashes of the phone and e-mail. The number is normalised first: a nine-digit Uzbek number gets the 998 prefix, then it is hashed.
• Click identifiers — fbclid, _fbc, _fbp: when your own site writes the request into amoCRM and puts them on the deal. The platform’s website forms do not work with amoCRM.

A name is never sent to Meta. A deal with none of these keys is skipped, and the log shows why.

Where does the lead ID come from? If CAPI Platform itself delivers the lead into amoCRM, it already has the ID. If another integration wrote the lead, the platform reads the connected Pages’ form leads from Meta and looks for the deal among them: by the ID if a deal field holds it, otherwise by the phone or e-mail hash (deals created within 72 hours after the form was submitted). The fuller the keys, the higher the event match quality.

How to set up the Conversions API for amoCRM in 7 steps

Three days when we do it: amoCRM on day one, stages tied to events with you on day two, a test signal on day three. Doing it yourself, the order is the same.

1. 1

   Get a long-lived token in amoCRM

   amoCRM → Settings → Integrations → create a private integration → Keys and scopes → Long-lived token. The token is kept encrypted.

2. 2

   Connect amoCRM to the project

   On the Connections page enter the account address (company.amocrm.ru; amocrm.com and kommo.com work too) and the token. Pipelines are read; the last 30 days of history load into the report.

3. 3

   Add the webhook in amoCRM

   Settings → Integrations → Webhooks: add the address the platform shows and tick three events — Lead added, Lead edited, Lead status changed (amoCRM calls a deal a lead). Stage changes then reach the platform at once.

4. 4

   Connect Meta

   A Meta system user token and the Dataset (Pixel) ID from Events Manager → Data sources. Permissions are checked as you connect.

5. 5

   Tie stages to events

   On the Funnel page mark which stage means a qualified lead and which a sale — once, two or three stages.

6. 6

   Send a test event

   One harmless CapiPlatformTest event: if Meta accepts it, the token, the dataset and the path work.

7. 7

   Create a custom conversion in Ads Manager

   Build it from the QualifiedLead event: it lets a campaign optimise for qualified leads.

How do you check the events in Events Manager?

1. In Events Manager open Test events, copy the test code and paste it into the platform’s Test event code field.
2. Press “Send a test event”: CapiPlatformTest appears under Test events.
3. Clear the code. While it is set, events go only to the test view.
4. When the first new deal reaches the qualified-lead stage, the platform’s CAPI events log shows QualifiedLead as Sent and an event of that name appears in Events Manager.

Product screen · capip.uz

Do not test with an old deal: deals created before the connection send no events. The log has four statuses — Queued, Sent, Failed, Skipped; a failed event is retried, from 1 minute to 24 hours apart. The same page logs amoCRM’s incoming webhooks: if events stop, look there first.

Which mistakes are most common?

In the week of 2–8 October 2026 a learning centre had 330 qualified leads and 18 sales: a campaign optimised for QualifiedLead gives Meta 330 examples a week instead of 18.