Conversion Routing

Conversion routing is how Go Funnel turns raw funnel events — a form fill, a booked call, a payment — into actions: a conversion fired to an ad platform, or a contact updated in your CRM.

How a route works

Each route listens for a specific event from one of your integrations (say, invoice.paid from Stripe, or a booking from Calendly). When the event arrives:

1. Filters decide whether it qualifies. Routes can filter on any part of the event — a specific form, a specific calendar, a product, a funnel step — so only the conversions you actually care about fire.
2. The action runs. The route fires its configured action with the lead's attribution data attached.

Routes can also wait before firing — for example, holding a lead event briefly so attribution has time to settle — and can require that a lead actually has ad attribution before anything is sent.

What routes can do

• Fire Meta conversions — standard events (Lead, Schedule, Purchase, PageView) sent through the Meta Conversions API, server-to-server. Events are deduplicated against the browser pixel, and personal data is hashed before it leaves Go Funnel.
• Fire Google conversions — conversion uploads matched by Google click IDs, with an email-based fallback (Enhanced Conversions) when no click ID is present.
• Update your CRM — create or update contacts and opportunities, or add notes, in GoHighLevel or Close as leads move through the funnel.

Why server-side firing matters

Because conversions are sent from Go Funnel's servers with full attribution context, ad platforms receive higher-quality signals than a browser pixel alone can provide — which feeds their optimization and improves reported performance accuracy.