A conversion event is a signal Stravax Engage can send to a connected ad platform whose sending is enabled when a lead in your CRM is created, marked qualified, or converted. Sending results to Google Ads is not switched on yet. Qualified means a real prospect; converted means a paying customer with a recorded deal value and currency. Each event sends once per lead, per stage, per platform.
A CRM outcome records what happened and when. In the pending attribution update, a durable intent saves that fact with the accepted mutation, and a separate delivery records the chosen destination, attempts and receipt. Provider acceptance does not prove matching, campaign attribution or optimization eligibility.
A conversion event can fire at three points in a lead's life: when it's created, when its stage changes to qualified, and when its stage changes to converted. A new lead's creation event fires whether it came from a click-to-WhatsApp ad, a tracked link, a web form, an ad platform's own lead form, or was added manually, as long as the connection you're sending to covers that stage. You don't send anything manually: creating a lead or moving its stage triggers a signal to each connected ad platform whose sending is enabled and whose setup covers that stage. Sending results to Google Ads is not switched on yet. If you haven't connected a platform, no event is sent to it. Leads marked as test data never generate a conversion event.
In the pending attribution update, accepted real lead creation and selected qualification/sale mutations retain their original occurrence. A receipt can exist without any active connection. Origin, identity, permission, mapping, route evidence, Test/Live and budget determine whether it can be delivered. Manual/API/MCP leads without verified provenance are held for Meta. Test and junk data never becomes a real live outcome.
| Event | What it tells the ad platform |
|---|---|
| New lead created | A prospect came from this ad or link, useful for platforms still optimizing toward lead volume. |
| Qualified | A real, engaged prospect came from this ad, useful for platforms optimizing toward lead quality rather than raw volume. |
| Converted | The deal's value and currency, so the platform can optimize toward customers who actually spend, not just the ones who reply. |
Yes. Each current plan includes conversion events up to a hard monthly ceiling. On these plans, reaching the ceiling doesn't produce a surprise charge: sending simply pauses until the next billing cycle, or until you upgrade to a plan with a higher ceiling. In the earlier look, your current usage against the ceiling and the upgrade path are visible in Billing. The new-look Billing page is not available yet. See app.stravax.ai/pricing for current plan details.
Local uniqueness preserves one event identity per lead, outcome family and platform. Retries keep its original time and ID. An unknown provider outcome needs reconciliation because local uniqueness cannot guarantee remote exactly-once delivery.
After the attribution update, an eligible cap-held outcome reserves capacity in the UTC month of its eventual reservation. Its occurrence time stays unchanged. Legacy rows keep their creation-month treatment. Real Test outcomes retain waiting-live intent with a separate preview; previous validation rows are not automatically promoted or resent.
Ad conversion sync: Meta, Google and TikTok covers why this matters for ad performance. Connecting your ad accounts covers how to set up a platform to receive these events.