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    Meta lead forms and Bitrix24: deal stages and lead statuses to your pixel

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    Updated 10/08/2026

    🎯 Meta lead forms and Bitrix24: deal stages and lead statuses to your pixel

    When your Facebook and Instagram ads lead to a lead form, leads land in Bitrix24. But Meta does not know which of these people became customers, so it looks for people who simply like filling in forms.

    WazzaBee sends every Bitrix24 deal stage and lead status to Meta. Ads with the "Conversion leads" goal learn from people who reached payment and bring more people like them. You do not need a WhatsApp channel for this.

    If you use amoCRM, see "Meta lead forms and CRM".

    ✅ What you need first

    • Bitrix24 is connected to WazzaBee, see "Connecting Bitrix24". A portal administrator must connect it.
    • Lead form leads already arrive in Bitrix24.
    • Admin rights in the Meta business portfolio that owns your dataset (pixel).
    • A business ad account: personal ad accounts do not have the "Conversion leads" goal.

    🗂 Step 1. A CRM dataset in Events Manager

    Meta takes CRM events in a special dataset type, CRM. Without this step events still arrive, but Meta will not match them with lead form leads.

    1. Open Events Manager and click Connect Data Sources.
    2. Select CRM and click Connect.
    3. Create a new dataset or pick an existing pixel. Converting an existing pixel to CRM does not affect website events.
    4. Check that the dataset icon changed to the CRM icon.
    5. If Meta asks for an integration method, choose Manual code: WazzaBee sends the data from Bitrix24.

    🔑 Step 2. Dataset ID and token

    1. In Events Manager open the dataset from step 1 and copy its ID.
    2. Settings → Conversions API section → Generate access token.
    3. Copy the whole token: Meta shows it only once.

    ⚙️ Step 3. Setup in WazzaBee

    1. Open Connectors → Bitrix24 and go to the "Sales to Meta" tab. The tab is visible when the portal is connected.
    2. Paste the dataset ID and the token.
    3. What to send to Meta: Deals or Leads. Check what a lead form submission creates in Bitrix24. A deal: keep "Deals". A lead: select "Leads". You can select both.
    4. Field with the Meta lead ID. If your lead form integration writes the lead ID (a 15–17 digit number) into a custom field, select that field; deals and leads have separate fields. If there is no such field, keep "No such field": we match by phone and email.
    5. Pipelines. Select the deal pipelines that receive lead form leads. If none is selected, all pipelines are sent.
    6. Leave the test event code empty. With a code, events do not count in Meta.
    7. Click Save. WazzaBee subscribes the portal to deal and lead changes, and your 7 free days begin.

    🔄 What goes to Meta

    • Deal: every stage under its Bitrix24 name. The won stage is sent with the deal amount and currency.
    • Lead: every lead status under its name. Phone and email are taken from the lead itself.
    • Lead converted to a deal: the deal stages follow.
    • Each stage of a record is sent once, even if the deal is edited many times.

    🧪 Step 4. Checking

    1. Move a deal or lead that has a phone number to another stage.
    2. In the WazzaBee card, under "Recent events", the stage appears as "sent to Meta". If not, the reason is shown there.
    3. In Events Manager, events appear in the Overview tab in about 30 minutes. Meta does not show CRM events in the Test events tab.
    4. Within 1–2 days Meta matches the events with lead form leads and marks the CRM event step with a green check.

    📊 Step 5. Sales funnel and ads

    1. The dataset shows a Configure sales funnel step: put the stages in order and choose the target one. 1% to 40% of leads should reach it within 28 days.
    2. In Ads Manager: Create → Leads objective → conversion location Instant forms → optimization Conversion leads. You cannot change the goal of a running campaign, duplicate it instead.

    Meta's requirements: at least 200 lead form leads per month, events for at least 60% of leads, at least two stages including the first. Learning takes 2–4 weeks.

    💳 Price

    25,$2.01 per month with unlimited events, the first 7 days are free, 10% off for six months, 20% off for a year. One subscription covers all of CAPI: lead forms from Bitrix24 and amoCRM and sales from "Message on WhatsApp" ads. Pay in the Ads section, CAPI block, by card or by invoice.