HighLevel's own help pages don't agree on every edge of this, and HighLevel has changed these lists before, so read what follows as what HighLevel documents today and check the current screen when you build. Where two pages differ, we say so.
Triggers that send Funnel Events
Funnel Events report what someone does on your HighLevel pages. HighLevel's workflow trigger article documents four triggers for them.
- Form Submitted, for a HighLevel form.
- Survey Submitted, for a survey.
- Customer Booked Appointment, for a booking made through a booking widget.
- Order Form Submission, for an order form.
Triggers that send Lead Events
Lead Events follow a contact through your pipeline. The two common starting points are Facebook Lead Form Submission and Pipeline Stage Change.
HighLevel also documents Contact Tag Added, Opportunity Status Changed and Contact Changed for Lead Events, as long as the contact has Facebook attribution stored. That condition matters on every Lead Event trigger. A workflow can run from start to finish and the conversion still fail to match in Meta when the attribution is missing.
The exception: a stage change sending a Funnel Event
The trigger article lists only the four Funnel Event triggers above. HighLevel's conversion leads walkthrough, a separate page, also allows Pipeline Stage Change to send a Funnel Event, on one condition: the contact's stored FBCLID is passed through Custom Mapping in the action.
So neither list is the whole story on its own. If a stage change is the moment you want to report as a Funnel Event, map the stored FBCLID, and don't send it without that mapping.
Appointments and orders: the two triggers people get wrong
A general appointment trigger is not the same as Customer Booked Appointment. HighLevel's page requires the booking-widget trigger for appointment Funnel Events, so build appointment events on Customer Booked Appointment rather than an appointment status trigger, even where a checklist says either will do.
Orders have a timing catch. Order Form Submission fires before the payment amount is final. If the event needs the sale value, Order.Amount works only with the Order Submitted trigger, once the payment is complete.
Send the sale value from the trigger that knows the sale value.
Build and test one trigger at a time
Take each event you want to send through these steps, one at a time, so a fault points at one workflow.
- Name the activity you're reporting: a form, a survey, a widget booking, an order, a Facebook lead form or a move between pipeline stages.
- Choose Funnel Event or Lead Event, based on where that data comes from.
- Pick the matching trigger from the lists above.
- Confirm that the contacts who will hit the trigger have Facebook attribution stored.
- For a stage-triggered Funnel Event, map the stored FBCLID through Custom Mapping.
- Run a test, then check two separate things: that the workflow action executed, and that the event was received.
Triggers we haven't confirmed
Some checklists put Payment Received, Video Tracking, Documents & Contracts and Trigger Link Clicked alongside the triggers above, without conditions. We haven't confirmed any of those for Conversions API events. If you want to use one, test it end to end, including the received event, before a campaign depends on it.
Rather have it set up for you?
We match each event you want to send to a trigger HighLevel supports, build the workflows and test each one through to Meta, starting with a 30-minute 1:1 with Rob.