Conversion Tracking

Report conversions only for accepted leads. Start with the conversion.eligible decision described in Lead Status Webhooks, then choose the browser or server integration below.

Browser conversion tracking#

Install the Lead Screen script. It emits leadscreen:lead only for accepted leads and includes event_id and occurred_at in event.detail.

For Google Tag Manager, initialize window.dataLayer before the script runs. GoodInbound pushes this event automatically when a lead is accepted:

{
  "event": "goodinbound_lead",
  "goodinbound_event_id": "c9ff8d11-5cb5-47aa-834c-549f91897f4c"
}

Create a GTM Custom Event trigger named goodinbound_lead and attach your lead conversion tag to it. Remove the old form-submit trigger for that same conversion action, otherwise it can still count junk submissions or double count leads. Do not add another listener that pushes the same automatic data-layer event.

If you use a Meta browser pixel directly, you can listen for accepted leads after initializing the pixel:

document.addEventListener("leadscreen:lead", function (event) {
  const eventId = event.detail.event_id;
  if (typeof window.fbq === "function") {
    window.fbq("track", "Lead", {}, { eventID: eventId });
  }
});

If a GoodInbound workflow also sends that lead to Meta, retain this event ID on both paths for deduplication. GoodInbound-hosted form integrations use lead_accepted for their accepted-lead event and Lead for Meta; the external script's GTM event is goodinbound_lead.

Send accepted leads to Google Ads, Meta, or TikTok#

Open Settings → Integrations and click Connect next to the platform. Connecting checks the credentials and switches on a workflow that sends each accepted lead from the server. Report Real Leads to Ad Platforms covers how it works, and each platform has a set-up guide: Google Ads, Meta Ads, and TikTok Ads.

These actions send accepted leads using the stable submission ID, attribution, and available matching data. They skip withdrawal events, workflow test runs, and leads that changed again after the trigger. Browser and server events must use matching platform event names and identities if both are enabled.

A withdrawal changes GoodInbound's decision but does not retract a conversion already sent: none of these APIs accepts a retraction. The Google Ads workflow waits an hour before it uploads, so a quick relabel never reaches Google. To act on withdrawals yourself, for example to upload Google Ads adjustments, use Lead Status Webhooks.