Conversion feedback
Report Lead, Booked and Won back to Google, Meta and TikTok automatically, so platform optimisation learns from real practice outcomes.
Ad platforms optimise towards whatever you can report back to them. Left alone, that's a form submission; with conversion feedback, SmileLine reports the moments that actually matter — the enquiry, the booked consultation, and the won treatment — so Google, Meta and TikTok steer spend towards clicks that become patients.
Conversion feedback is part of SmileLine Core, switched on per connected platform by an owner or manager. Each platform page (Ads → Google Ads, Meta Ads or TikTok Ads) carries a Conversion tracking card: the on/off toggle, a Share treatment values switch, the setup checklist and the last 30 days of sent, skipped and held events. Sharing treatment values with the Won event is a separate choice — leave it off and platforms still learn which leads won, just not what they were worth.
What each platform receives
| Moment | Google Ads | Meta | TikTok |
|---|---|---|---|
| Lead — a journey opens from an ad-attributed enquiry | SmileLine Lead conversion | Lead | SubmitForm |
| Booked — an appointment is linked to the journey | SmileLine Booking conversion | Schedule | Booking |
| Won — the journey is won | SmileLine Treatment Won conversion | Purchase | CompletePayment |
Each journey reports each moment once per platform, ever — rebooking an appointment or re-entering a stage never double-counts. With value sharing on, the Won event carries the journey's confirmed treatment value (or the estimated value when no confirmed figure has been entered yet) in your practice's accounting currency.
Setup is automatic
SmileLine provisions everything through the platform's API — you never need to open an ads manager:
- On Google Ads it creates the three conversion actions named above (or adopts them if they already exist).
- On Meta and TikTok it creates (or adopts) a dataset/pixel named SmileLine and sends events server-side.
- Google's wiring is verified immediately with a harmless connectivity check. Meta and TikTok show as Confirmed on the first live event; the first accepted live event confirms them. On Meta and TikTok, an optional Test event code (under Advanced on the Conversion tracking card, from the platform's Events Manager) verifies instantly during setup instead.
Meta requires extra ad permissions that the original lead-capture connection may not carry. If the checklist shows Reconnect to grant ad permissions, reconnect, select the Page and ad account you want SmileLine to use, and approve the additional access. SmileLine asks Meta to show the permissions again even when that business integration was connected previously. Lead capture keeps working unchanged in the meantime.
Website leads deduplicate with your pixels: when an enquiry arrives through the tracking script, its browser event ID is reused for the Lead event, so a platform that also saw a pixel fire counts one conversion, not two.
What is never sent
SmileLine checks every event at the moment of sending, and skips rather than sends when in doubt:
- Junk — journeys marked as junk, and archived journeys. See Junk marking.
- No consent — any explicit marketing-consent refusal suppresses the event. An enquiry from your website with unknown consent is also suppressed; only leads captured through the platforms' own instant forms may rely on the consent collected by the platform.
- No identifiers — Google needs the ad click ID; Meta and TikTok need a click ID or an email/phone. Emails and phone numbers are irreversibly hashed before transmission; raw contact details are never sent.
- History — only journeys created after you first switch feedback on ever send a Lead event. SmileLine never uploads your historical pipeline.
Junk marking
A junk enquiry — spam, a competitor, a wrong number — is exactly what you don't want a platform optimising towards. Three places mark it:
- Mark as junk in a journey's actions menu — on a journeys-board card, in the journey dialog, and in a patient's journey list. The same menu offers Unmark junk, and junk journeys carry a subtle Junk badge.
- The Mark as lost dialog has a This was junk or spam checkbox. Ticking it picks your junk-flagged lost reason when one exists, and marks the journey as junk either way.
- A lost reason can be flagged Marks as junk under Settings → Lost reasons, so closing a journey with that reason marks junk automatically.
Marking a journey as junk immediately stops any of its unreported events. Lead events deliberately wait 15 minutes before sending, so front-desk triage beats the upload — mark junk within that window and the platform never hears about the lead at all. Unmarking doesn't resurrect events that were suppressed, but the journey's later moments report normally.
Timing and guarantees
- Lead waits 15 minutes (the junk-triage window). Booked sends immediately. Won waits an hour when value sharing is on, giving staff time to enter the confirmed treatment value.
- If a win is reversed before its event was sent, the event is withdrawn.
- Every event has seven days to deliver. One that can't be delivered in time is set aside and counted — never silently dropped.
- If a platform restricts its dataset (Meta does this while it reviews an advertiser), events are held, not lost — the checklist warns "Meta has limited this dataset — events are held, nothing is lost". SmileLine re-tests hourly and delivers the held events as soon as the restriction lifts.
Conversion feedback also powers managed campaigns: campaigns SmileLine creates optimise towards the Booked event rather than raw form fills.