Configure the Conversion Journey

The Conversion Journey is the default for new accounts. It sends milestones to Google Ads and, when configured, to Meta too. It does not calculate multipliers, use Enrichment, or update an earlier conversion.

Open the account → Jornada de conversão (Conversion Journey).

Before you begin

Choose stages that represent real funnel progress, such as Qualified, Proposal sent, or Won. Avoid sending stages that should not guide or measure campaigns.

Each stage event needs:

• the deal's permanent deal_id;
• at least one identity a platform can match, such as email, phone, or a click ID.

Native CRM connections usually provide deal_id. For a manual webhook, check Field Mapping.

Configure stages

For each Etapa do CRM (CRM Stage), choose one option under Envio (Send):

There must be exactly one active Otimizar campanhas stage. You can have zero or more Medir stages. An inactive stage is not sent either.

If the CRM does not show a stage list, enter the name exactly as it arrives in the event, including spelling, accents, and upper/lower case. For RD Station CRM with a selected funnel, choose the stage from the list.

For RD Station CRM, use the separate RD CRM: marcado como ganho milestone for a sale. It uses RD's won status and is independent of the current stage. A stage named Won or Ganho remains an ordinary stage. The first activation remains recorded and routine saves do not move the cutoff. Re-enabling Journey or this milestone opens a new eligibility cutoff, so wins recorded during the pause are not uploaded later. Old deals and deals without trustworthy closed_at evidence are excluded.

Google Ads: one action for every stage sent to Google

On every stage sent to Google, select the Ação de conversão do Google (Google conversion action):

• Otimizar campanhas must always use a Primary action;
• Medir, when sent to Google, must use a Secondary action;
• an action cannot be reused by two active stages sent to Google.

A Medir stage can be sent only to Meta, without a Google action. Every sent stage needs at least one destination: a Google action, a Meta event, or both.

Create these actions in Google Ads as offline import conversions and only for True Conversions. TC does not create or edit Google actions. If an action is not in the list, create it in Google Ads and refresh actions in Journey.

Meta: choose the event for each stage

With Meta connected, select the matching Evento Meta (Meta Event) on each stage that should go to the platform. Leave it as Nenhum (None) if that stage should not be sent to Meta.

For leads from click-to-WhatsApp ads, the WhatsApp field appears when the account has a configured WABA. Choose the appropriate event for that path as well.

Value: normally not sent

Journey sends milestones without monetary value by default. Use Enviar receita real (Send actual revenue) only with an eligible Google won/conversion action. If the first eligible event has a valid positive actual value, value and currency are sent. If revenue is enabled but the value is missing, invalid, zero, or negative, the conversion is sent without value/currency and is visibly labelled conversion sent without revenue. If revenue is disabled, value/currency are omitted without a missing-revenue warning. Later value changes neither create another upload nor alter a pending retry. Journey never substitutes an average or synthetic value.

When a stage is skipped

To avoid an incorrect conversion, Journey sends nothing when the stage, deal_id, destination action/event, or a matchable identity is missing. This is Journey's safety behavior: correcting configuration is better than sending the wrong milestone.

There is also no delivery for inactive stages or stages marked Não enviar.

Where to confirm

• Eventos recentes (Recent Events) shows sent deliveries and visible permanent failures.
• Saúde do rastreamento (Tracking Health) shows CRM updates, configuration blocks you can fix, and actionable permanent Google or Meta rejections.
• Envios e qualidade (Delivery & Quality) shows aggregate metrics; it does not replace Tracking Health diagnosis.

Internal TC failures, automatic retries, opaque platform failures, and receipt percentages alone are not shown there as customer incidents.

After saving, move a test deal through a configured stage and follow How to Verify. If it is not delivered, see Troubleshooting.