# Track ads with Meta Conversions API, Google Analytics 4 and Microsoft Clarity

Source: https://sofunnels.com/guide/ad-tracking
Last updated: 2026-10-05

Connect your ad accounts once under **Settings > Ad Tracking & CAPI**, and every funnel reports leads, checkouts and purchases to Meta and Google from soFunnels' servers as well as from the visitor's browser. The two are matched so nothing counts twice, and sales still reach your ad accounts when a browser blocks tracking. Microsoft Clarity adds free session recordings and heatmaps.

- **Plan:** Basic or Pro
- **Where:** Settings > Ad Tracking & CAPI
- **Events sent:** Lead, InitiateCheckout and Purchase (generate_lead, begin_checkout and purchase in Google)

## Why server-side tracking matters

Ad platforms learn who to show your ads to from the conversions you report. Browser pixels miss conversions whenever a visitor uses an ad blocker or strict privacy settings, so your ads optimise on incomplete data. soFunnels also reports each lead and purchase directly from its servers, and gives both copies the same event ID so the ad platform counts it once.

Events carry the details platforms use to match a conversion to an ad click, such as the click ID from the ad link and, where available, the visitor's email and phone, which are hashed before they are sent.

## Connect Meta (Facebook and Instagram ads)

1. In Meta Events Manager, open your dataset (pixel) and copy its ID.
2. In the same dataset, open **Settings**, find **Set up Conversions API** and generate an access token.
3. In soFunnels, open **Settings > Ad Tracking & CAPI**, paste the **Meta Pixel / Dataset ID** and the access token, and save.
4. Press **Test Meta CAPI Connection** to confirm Meta accepts your events.

## Connect Google Analytics 4

1. In Google Analytics, open **Admin > Data Streams** and select your web stream.
2. Copy the **Measurement ID** (it starts with G-).
3. In the same stream, open **Measurement Protocol API secrets**, create a secret and copy its value.
4. Paste both into **Settings > Ad Tracking & CAPI** in soFunnels, save, and press **Test Google Connection**.

> **Tip:** mark purchase and generate_lead as key events in Google Analytics, then import them into Google Ads to use them for bidding.

## Add Microsoft Clarity recordings and heatmaps

Microsoft Clarity is a free tool that records visitor sessions and shows click and scroll heatmaps, so you can watch where people hesitate. Create a project in Clarity, copy its project ID from the project settings (8 to 12 letters and numbers), paste it into soFunnels and press **Validate Clarity Key**. Recordings start on every funnel page right away.

## Check that it works

The bottom of the tracking screen lists the most recent conversions soFunnels sent to Meta and Google. Submit your own opt-in form or make a test purchase, and the events appear there and in each platform's event testing view within moments.

## Frequently asked questions

### Do I still need to install the Meta pixel on my pages?

No. Once your dataset ID is saved, soFunnels runs the browser pixel and the Conversions API together on every funnel page.

### Will purchases count twice?

No. The browser and server copies of each event share one event ID, and Meta and Google use it to count the conversion once.

### Can I track TikTok or other ad platforms?

Server-side reporting covers Meta and Google. For other platforms, tag your ad links with UTM parameters so soFunnels attributes leads and sales to them in your analytics, or forward conversions with a [webhook](https://sofunnels.com/guide/zapier-make-webhooks).

## Related guides

- [Read your funnel analytics](https://sofunnels.com/guide/funnel-analytics.md): See conversion and drop-off at every funnel step, which traffic sources and ads bring sales, the revenue you actually collected, and who is visiting live.
- [Publish your funnel and share it](https://sofunnels.com/guide/publish-and-share.md): Review and publish your funnel, share its link, claim your own subdomain, restore an earlier version, and understand what visitors see while you edit.
- [Send leads and orders to Zapier, Make, n8n or your CRM](https://sofunnels.com/guide/zapier-make-webhooks.md): Forward new leads, paid orders and accepted upsells from soFunnels to Zapier, Make, n8n or your CRM automatically with a Send data step.

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Part of the [soFunnels user guide](https://sofunnels.com/guide.md). The whole guide in one file: https://sofunnels.com/llms-full.txt