5: Configure Your Sales Funnel
Updated: Dec 8, 2025
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This guide explains how to configure your sales funnel, which informs the system about your sales funnel and which lead stage to optimize on. You must have admin access to complete this section.
Step 1. After connecting to the Conversions API, refer to the Overview tab of your dataset in Events Manager for integration status. A CRM integration widget will now display your integration status and provide guidance throughout the process, including notification when complete.
Step 2. When your CRM data passes verification checks, you can configure your sales funnel.
Step 3. If you share an adequate number of event stages, Meta may use AI to generate a sales funnel for you. You can then review, edit, and confirm the stages to proceed.
Step 4. Your CRM lead events appear as funnel stages in Events Manager. Remove events that don’t belong and arrange the rest to reflect the order of your sales funnel, using two categories.
- Positive stages: Events that signify a quality lead, for example, ‘marketing qualified lead’, ‘add to cart’.
- Other stages: Events that do not signify a quality lead, for example, test events or events accidentally uploaded from another system.
- Remove events that indicate a negative lead or do not belong in your sales funnel by clicking the minus (-) button next to each event. These could be leads that received a phone call, but decided to not convert into a sale.
Step 5. In the sales funnel configuration step, order your events to reflect the actual order of your sales funnel.
Step 6. In the Optimization Target step, select the earliest lead stage to optimize for. The selected lead stage does not need to be the last stage of the funnel. The system optimizes for all down-funnel stages as well.
Note: The system may adjust and optimize for a different lead stage than the one you selected as the optimization target if better performance can be achieved.