Ad conversion tracking

What gets reported

Each completed patient intake form is reported as one conversion:

• to Meta as a Lead event on your pixel;
• to Google Ads as a conversion on the conversion action you choose.

Only the conversion is sent. The patient's name, email, mobile and photos are never shared with Meta or Google, and the tracking code only loads once the patient has sent the form.

Meta (Facebook and Instagram)

1. In Meta Events Manager, open the pixel (dataset) for your website.
2. Copy its Pixel ID, the long number shown with it.
3. In SmileReply, go to Practice Settings and find Ad conversion tracking.
4. Paste it into Meta Pixel ID and press Save changes.

In Meta Ads Manager, choose Lead as the conversion event for campaigns you want to measure or optimise on your intake form.

Google Ads

The quickest way is to connect your Google Ads account:

1. In SmileReply, go to Practice Settings and find Ad conversion tracking.
2. Press Connect Google Ads and sign in with the Google account that manages your ads.
3. Choose the Google Ads account to use.

SmileReply creates a conversion action in that account called SmileReply Patient Intake Form, and from then on reports each completed form to it from our server, matched to the ad click that brought the patient in. Forms sent in the 30 days before you connected are reported too, so your reporting starts with some history. Google can take a few hours to finish setting up a new conversion action; the card says so until the first conversion goes through.

The card shows the account, who signed in, the conversion action and when a conversion was last sent. Check connection confirms Google still accepts it. If Google stops accepting the connection, the card offers Reconnect: sign in again and conversions carry on going to the same account. Disconnect stops the reporting; the conversion action and its history stay in your Google Ads account.

Only a Manager can connect or disconnect. In a group, only the group admin can connect the group's Google Ads.

Entering the conversion by hand

If you'd rather not sign in with Google:

1. In Google Ads, go to Goals, then Conversions, and create a new conversion action for your website.
2. Set it up manually, with a category like Submit lead form, and a name you'll recognise, like "SmileReply Patient Intake Form".
3. Count one conversion per click, so a patient who sends the form twice isn't counted twice.
4. When Google shows the tag, choose to install it yourself and find the event snippet. It contains a line like 'send_to': 'AW-123456789/AbC-D_efGh12'.
5. In SmileReply's Ad conversion tracking card, enter the part before the slash as the Google Ads conversion ID (like AW-123456789) and the part after it as the Google conversion label.
6. Press Save changes.

You don't need to add Google's tag to your website yourself. SmileReply's form adds it when a patient sends the form. While Google Ads is connected, these two fields are hidden: the server reports the conversion, and a browser tag would count it twice.

Check it's working

Send a test through your own form, then:

• Meta: the Lead event appears in Events Manager, usually within a few minutes. The Test events tab shows it as it arrives.
• Google Ads: the conversion action's status changes once it records its first conversion. This can take up to a day.

The test creates a real submission in SmileReply. Delete it afterwards with Edit patient on its grading screen.

Groups

In a group, tracking set in Group Settings reports every location's patients. A location that runs its own ads can add its own as well. See Group settings and location overrides.

Turn it off

Clear the IDs in the Ad conversion tracking card and press Save changes. Nothing more is reported.