Recipe for optimizing Meta Ads

Get Liine to send raw custom events from Liine to your Meta pixel / dataset
Approve those events in the Pixel / Dataset Settings
Understanding Liine custom Events
Creating Custom Conversions
BONUS! Examples of how events will appear in Facebook if there are multiple touchpoints

Part 1) Set up the Liine and Meta Conversion API integration

1. Find your Dataset ID / Pixel ID and generate an Access Token in Meta

This entire step is done inside of the Facebook Events Manager interface

Using Events Manager

To use the Conversions API, you need to generate an access token, which is passed as a parameter in each API call. Inside Events Manager, follow these steps:

Step 1 - Choose the Pixel you want to implement.

Step 2 - Select the Settings tab.

Step 3. Find the Conversions API section and click on the Generate access token link under Set up manually, and follow the instructions pop-up:

Note: The Generate access token link is only visible to users with developer privileges for the business. The link is hidden from other users.

Step 4. Once you have your token, click on the Manage Integrations button in the Overview tab in Events Manager. In the pop-up screen, click the Manage button next to Conversions API. This will automatically create a Conversions API app and Conversions API system user for you. There is no need to go through App Review or request any permissions.

2. Input the Access Token and Dataset ID / Pixel ID into the Liine integration

Step 1. Login to Liine

Step 2. Find your name in the top right of the screen, click the dropdown arrow

Step 3. Click "Integrations"

Step 4. Click "Meta"

Step 5. Follow the steps until you get to the page that asks for your Access Token and Dataset ID / Pixel ID

YOU ARE NOT DONE! Make sure and complete part 2 and part 3 below.

Part 2) Approve those events in the Pixel / Dataset Settings

Once configured, Liine will send test events for you to approve. Once sent, go to the Pixel / Dataset settings and approve the Liine events that were received. Click the Review button under Manage event blocking

You must approve all Liine related events in order to use them for conversions.

Part 3) Understanding Liine custom Events

Liine custom events are server-side conversion events sent to Meta via the Conversions API. Each event represents a specific interaction or milestone in the patient journey, such as a call, form submission, or booked appointment.

We categorize events into two types:

Discrete Events — each event has a specific event_name (e.g., Liine NP OB for a new patient online booking).
Universal Event — one consistent event_name: Liine All Events, sent alongside every discrete event.

Example Event Pair

A single New Patient Online Booking will generate 2 events to Meta:

event_name: Liine NP OB
event_name: Liine All Events with custom_data.liine_event = Liine NP OB

This allows advertisers to create custom conversions in Events Manager using "Liine All Events" as the event base, and applying filtering rules on the liine_event parameter.

This unlocks campaign optimization on multiple event types without needing Meta to support composite event goals natively.

This means you get both the specific and the universal versions of the event.

Here is a list of the "Discreet Events" that we report to Meta and whether you should include the Event in your optimization:

Discreet Event Name	Definition	Should you include this event in your optimization?
Liine All Events*	(Will appear in the Event list but is not a Discreet event - more on that further down the article)	N/A
Liine AIC (aka Liine All Inbound Calls)	Any inbound call to the practice.	🚫 Ideally no. Only use in cases that you do not have enough volume in other event categories. Ideally, you would only use this for a short time in order to get enough conversion data to use other higher quality events. Potentially useful as an overall volume metric but nothing else.
Liine FTIC (aka Liine First Time Inbound Call)	First call from a phone number never seen before.	🚫 Ideally no. Only use in cases that you do not have enough volume in other event categories. Ideally, you would only use this for a short time in order to get enough conversion data to use other higher quality events. Potentially useful as an overall volume metric but nothing else.
Liine EP FS (aka Liine Existing Patient Form Submission)	Form submission from an existing patient.	⚠️ Do not use for optimization unless the marketing strategy includes using paid media to target existing patients.
Liine EP LC (aka Liine Existing Patient Lead Call)	Phone call about a new appointment for an existing patient (no reschedules, no cancelations, etc)	⚠️ Do not use for optimization unless the marketing strategy includes using paid media to target existing patients.
Liine EP BC or BF (aka Liine Existing Patient Booked Call or Form)	An existing patient who booked an appointment via phone (inbound call to practice or practice outbound call to lead)	⚠️ Do not use for optimization, unless the marketing strategy includes using paid media to target existing patients (not common)
Liine EP OB (aka Liine Existing Patient Online Booking)	An existing patient who booked via an online scheduler.	⚠️ Do not use for optimization, unless the marketing strategy includes using paid media to target existing patients (not common)
Liine NL FS (aka Liine New Lead Form Submission)	A form submission from a user not previously in the system. Even with multiple forms from the same lead, Liine avoids double-counting the lead regardless of how many forms they submit.	✅ Excellent signal that a campaign brought in a true new lead.
Liine NP LC (aka Liine New Patient Lead Call)	An inbound call verified as a new lead based on Liine's call audio analysis. Even with multiple calls from the same lead, we avoid double-counting the lead regardless of how many calls they make.	✅ Excellent signal that a campaign brought in a true new lead.
Liine NP BC or BF (aka Liine New Patient Booked Call or Form)	A phone lead lead who books over the phone OR a form lead who books over the phone (inbound call to practice or outbound call to lead)	✅ Gold standard metric for paid marketing efforts. Indicates full conversion from lead to booked appointment.
Liine NP OB (aka Liine New Patient Online Booking)	A new lead who booked via an online scheduler	✅ Gold standard metric for paid marketing efforts. Indicates full conversion from lead to booked appointment.

Creating Custom Conversions Using Liine Events and "Liine All Events"

If you want to use individual Liine events as your conversion action, follow the normal way of creating event-based conversions. If you want to combine multiple Liine events into a single conversion (recommended), click on the button below:

Click for a step-by-step of creating custom conversions with multiple Liine events

Example Lead Journeys and Corresponding Conversion Events

Example 1: Phone First, Online Booking Later

Date	Description	Assigned Conversion Events
Mon - 12pm	Dwight clicks an ad and calls the practice as a first time caller. The practice is closed for lunch so he is sent to voicemail. Dwight hangs up.	Liine All Inbound Calls Liine First Time Inbound Call
Mon - 2pm	Dwight calls back later and speaks with Susie about making a new patient appointment. Dwight cannot make an appointment because he does not have his insurance information available.	Liine New Patient Lead Call
Mon - 8pm	Dwight finds his insurance info that evening and decides to book an appointment online instead of waiting to call back the next day.	Liine New Patient Online Booking

Example 2: Form Submission with Follow-Up Booking

Date	Description	Assigned Conversion Events
Tues - 11pm	Late at night Jim submits a form inquiring about the cost of dental implants.	Liine New Lead Form Submission
Wed - 9am	The next morning, Susie from the practice calls Jim to follow up on his request. Jim does not answer Susie's call	(none)
Wed - 10am	Jim sees the missed call from Susie and calls back. Jim books an appointment.	Liine All Inbound Calls Liine First Time Inbound Call Liine New Patient Booked Call or Form

Example 3: Handling 3rd party Bookings

Date	Description	Assigned Conversion Events
Mon - 9a	Michael sees an ad and calls in. He speaks with Susie and books an appointment over the phone.	Liine All Inbound Calls Liine First Time Inbound Call Liine New Lead Call Liine New Patient Booked Call or Form
Tue - 3p	The next day, Michael calls in again. This time he wants to schedule an appointment for his wife Jan, at the same time as the appointment he made the day before. Susie schedules the appointment. Even though Michael's number is associated with a previous booking, Liine detects that he is calling on behalf of a net-new patient (Jan), thus it is counted as net new lead and new lead booking.	Liine All Inbound Calls Liine New Lead Call (Jan) Liine New Patient Booked Call or Form (Jan)

Using Liine events to optimize Meta ads