In this guide
- Pipedrive supports webhooks for deal changes and custom fields for storing click IDs.
- Save
gclid,fbc,fbpand the hashed e-mail on the person or deal at creation. - Send stage changes, not every save, with a stable event ID.
Pipedrive is a pipeline-first CRM, which is a good fit for lead generation and sales teams that think in stages. That makes it easy to define what to send. The work is in saving the identifiers at the start and in building the webhook path. This page follows the pattern from CRM data to Meta with webhooks with Pipedrive-specific details.
Step 1: custom fields
Create custom fields on the deal or person for the Google click ID, Meta click ID, the fbp value, the hashed e-mail and the source campaign. Your website form, or an integration that creates the lead, writes to these fields.
Check your tracking in one pass
This is an example. Run the check on your own site to see where yours stands.
Step 2: capture at the form
On the landing page, store the click IDs in a first-party cookie when the visitor arrives. At the form, read them and include them with the submission. If you create the deal through the Pipedrive API from your server, write the values to the custom fields in the same call. Open Tracked's Click ID Restorer and Cookie Keeper (both on every plan) help keep the values until the form is sent.
Step 3: the webhook
Open Pipedrive's webhook settings
In the tools and integrations area, add a webhook.
Choose the event
For deal changes, an update event on deals.
Set the endpoint
A path under your tagging subdomain, with a secret in a header or in the path.
Filter for stage changes
The message includes the current and previous values; your server container sends an event only when the stage differs.
Receive and map
A client accepts it, and tags send the Meta and Google Ads conversions.
3 things to remember
Scroll and the points stack up.
Pipedrive supports webhooks for deal changes and custom fields for storing click IDs.
Save gclid, fbc, fbp and the hashed e-mail on the person or deal at creation.
Send stage changes, not every save, with a stable event ID.
What to send for each stage
| Pipedrive stage | Meta event | Google Ads conversion |
|---|---|---|
| Qualified | QualifiedLead | Lead qualified (secondary) |
| Proposal sent | Proposal | Optional |
| Won | Purchase with value | Sale (primary, with value) |
Common problems
A worked example: a recruitment agency
A recruitment agency advertises to employers on Meta and Google. A lead is a company that wants to hire. The agency uses Pipedrive with stages from "enquiry" to "placement made". It stores click IDs and hashed contact data on each deal, and sends a webhook when a deal reaches "qualified" and when it reaches "won", with the placement fee as the value. The ad platforms learn from the fees rather than from enquiries, and the agency can see which campaigns bring employers who actually pay. The change did not increase enquiries, which were already plentiful, but it reduced the cost per placement over a few months because spend moved away from low-quality sources.
Keep the list of stages short. The agency began with six and the signal was muddled. With two, the platforms had enough events to learn, and the sales team did not have to change how they used the CRM.
Terms you will see
- Deal
- A sales opportunity in Pipedrive.
- Person
- A contact record in Pipedrive.
- Pipeline
- A set of stages a deal moves through.
- Webhook
- A message the CRM posts to a web address when something changes.
- Custom field
- A field you add to store extra information.
Check the webhook log in Pipedrive from time to time. It shows whether calls succeeded, and a run of failures usually means the endpoint changed or the secret expired. Because stage changes are the events you care about, a quiet failure means the ad platforms stop learning without anyone noticing. A monthly check of recent calls against recent stage changes takes five minutes and keeps the loop healthy.
Finally, tell the sales team what the stages now do. When people know that moving a deal to "qualified" teaches the ad platforms what a good lead looks like, they tend to update the pipeline sooner and more carefully. Good data from the CRM is partly a matter of habit, and a two-line explanation in the next team meeting often improves it more than any technical change.
Orders from your store, back to the ad that earned them
Your store sends the order once. Open Tracked passes it on to each ad platform, cleaned and deduplicated.
Frequently asked questions
Does Pipedrive support webhooks?
Yes. You can add webhooks for events such as deal updates in its settings.
Where do I store click IDs?
In custom fields on the person or deal.
Can I send Pipedrive stages to Meta?
Yes, through a webhook to a server container or direct API calls.
Which stage should I send?
Qualified and won are the usual choices. Keep the list short.
How do I avoid duplicates?
Send only on a stage change, and use a stable event ID.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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