Legacy: Set Up Clearbit Conversions

Last Updated: September 30, 2023

🔍 Please note: this article is for customers on Standard Bundle, Enrichment, or Clearbit Platform plans.

Clearbit Conversions helps improve ad targeting. Clearbit Conversions create a feedback loop between your sales outcomes and ad platforms by telling them what successful conversions look like so they can find more people like that when optimizing your campaigns.

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How To Preliminary Set Up Clearbit Conversions

Clearbit allows you to send conversions to Facebook or Google, but to do this, you'll need to either install the Clearbit tag and implement identify calls, or you'll need to configure our Segment integration. Follow the steps below to get started: 

Option 1: Implement the Clearbit Tag and Identify Calls

The Identify event tells Clearbit who users are on your website (e.g. their email address) so that the platform can attribute past and future browsing behavior to that user. This allows us to collect, store, and send Click IDs that may have occurred many pages or sessions ago (instead of the normal method which only works if the user never leaves the page). Sending historical Click IDs increases your Event Match Quality (EMQ) score, which means better training data and more attributed conversions!

Implementation instructions can be found here:

  1. Install Clearbit Tag
  2. Set Up an Identify Call
  3. Implement Identify Calls with Google Tag Manager

Option 2: Implement Tracking via Segment.com

If you are a Segment customer, our Segment integration allows you to automatically identify new users using Segment's native Identify method. If you elect to use this method, please talk to your development team to ensure that you are firing Segment's Identify events when a user fills out your web forms (e.g. for content downloads, demo requests, and other contact methods not integrated into your app).

Implementation instructions can be found here:

  1. Connect Segment to Clearbit
  2. Implement Identify calls using Segment.com

How To Create a Person Audience 

  1. Navigate to the People tab.
  2. Click the Create New Person Audience button.
  3. Define your quality conversion event criteria.


  4. Add Event Timestamp (required).

    📝 Please note:  We recommend using a timestamp to validate stages for two reasons:
    1. Timestamps do not change state - If, for example, a person quickly switches from Lead to MQL, the system may not catch the conversion event using a True/False boolean or a Status field since the field will have changed.
    2. Timestamps protect from backfills and ops updates - Operations teams will sometimes backfill or fix historical data. Because Clearbit conversions work by triggering conversion events when someone enters an audience, backfills may inadvertently trigger conversions that should not be sent. To account for this, we recommend creating a time-bounded audience (e.g. send a conversion event if a new lead was created within the past 7 days).

  5. Click Save, and the audience will populate with people who currently fit your audience criteria.

    💡 Clearbit tip: You can view the records and the associated CRM, MAP, and CDP objects and variables to quickly audit the audience, identify anyone who should not be in the audience and adjust your logic before sending.image3.png

How To Configure a Conversion Event 

📝 Please note: Conversion events are all sent server-side, which helps bypass ad blockers and bypasses operating system restrictions like Apple's iOS 14.5 privacy update and Safari 14 Intelligent Tracking Prevention changes.

Next step: Configure the conversion event. For Facebook and Google-specific instructions, click below: