Meta Ads - Third-Party / Off-Domain Conversion Tracking (Webinars & Events)

When the conversion (e.g. webinar signup, event registration) happens on a third-party platform (Luma, Hopin, etc.) instead of on your website, use this for best-practice setup. Applies to anyone running Meta ads to a webinar or event where signup completes off-domain.

The Problem

• User lands on your site (e.g. webinar LP with UTM).
• User clicks "Sign up" → goes to third-party platform (e.g. Luma) to complete registration.
• Conversion happens off your domain. If your pixel is only on your site, Meta never sees the signup unless you track it on your domain or on the platform.

Best Practice: Two Decisions

1. Where to track the conversion (pixel in platform vs thank-you page)