When an eligible Instagram journey reaches an actual qualifying outcome, you can report that outcome to Meta. Choose an event that describes what happened, rather than treating every reply as a purchase.
Place the event on the right branch
Add the event where the qualifying outcome occurs. If a contact can skip a question or take another branch, check that those paths don't report an outcome they haven't reached.
This action is for eligible Instagram flows and isn't available after a Form Submit trigger.
Configure the destination and event
Choose Send Meta Conversion Event.
Select the Ad Account and Event Dataset.
Choose the Event Type matching the actual outcome.
For a Purchase event, enter the required Purchase Price and currency.
Run Validate and trace the branch leading to the event.
Check receipt in Meta
After a controlled real run, inspect the event in Meta's event-management tools. Check its type and submitted details. A valid Flow Builder configuration doesn't confirm Meta received, matched, or attributed the event.
Keep access tokens and account identifiers out of public screenshots. To start a journey from an ad interaction, see Use ad replies in Flow Builder.