Facebook Conversion API Integration for Lead Events

This article will teach you more about the Facebook Conversion API integration and how it helps your Facebook lead ads.

The instant forms will help you optimize the quality of the leads instead of the volume.

When the user submits an Instant Form, the information is captured and synced in the CRM. You can use this information to follow up with leads and move them to different funnel stages. As the moves happen, the Conversion leads integration allows the advertiser to share the lead status with Meta, which will enable Meta to optimize the lead ad for increased lead-to-sales Conversion.

Things to note:

With the new update, in the Facebook Conversion API trigger, there will be 2 options available for Funnels and Lead Events.

Setting Up FB Conversions API for Lead Events:

Step 1: Initialize an FB Pixel:

Begin by accessing your Facebook Business Manager (now known as Meta Business Suite). Navigate to the Events Manager section found on the left side.
Verify that you are linked to the appropriate Ad Account and have the necessary permissions for the Facebook Page in question.

In the left sidebar, select the option to 'Connect Data Sources'.

When presented with various choices, select 'CRM' and then click on 'Connect'.
Important: If your goal is to transmit a Funnel Event via Facebook CAPI using LeadConnector for funnel activities, opt for the 'web' selection at this point to facilitate event tracking.
A dialogue box will appear displaying 'Best Practices', which are recommendations from Facebook on optimizing this feature. Click 'Next' to continue.
You'll be given the option to either create a new pixel or use an existing one to gather data. Add your pixel details and proceed by clicking 'Continue'.
This action directs you to the FB Events Manager > Data Sources > Settings. Choose your CRM by clicking 'Continue'.
In the search bar, look up 'LeadConnector' and select it from the dropdown menu that appears.
Opt for the option 'Use a third-party partner to connect' (this does not require coding) and pick LeadConnector. Then, click on 'Go to Partner' to move forward.

You will then be prompted to allow LeadConnector access to link with your Facebook Conversions API, thereby integrating your CRM system.

Prerequisites for Setting Up Facebook CAPI - Lead Events:

Within your CRM system, navigate to Settings > Integration. Ensure that your Facebook account is connected with administrative rights. Confirm that your FB Business Page is fully integrated, ensuring you have admin access and that the correct FB lead form is configured within your CRM.

For Facebook Form Field Mapping, ensure that the form is properly mapped and activated. The mapping option can now be found under the sub-account settings > integrations > Facebook Form Field Mapping. This section will list all supported custom fields, including those with multiple and single options.

Step 2: Implement Two FB Conversions API Workflows

Important: For the process to be effective, it's essential to establish two separate workflows.

The first workflow is designed to capture leads and categorize them accurately within the appropriate pipeline, utilizing a Create/Update Opportunity Action. This step is crucial for ensuring that each lead is properly identified and placed in the correct Pipeline and Stage, facilitating efficient management and progression through the sales funnel.

The second workflow is aimed at activating events specific to Facebook conversion leads. This process is initiated when a lead advances to a certain stage in the pipeline, triggering a Facebook Conversions API workflow action that communicates the update to FB CAPI.

Together, these workflows form a robust system for lead generation and management, specifically tailored for Facebook conversion leads, enhancing the potential for higher lead qualification, customer conversion rates, and business growth.

Creating the Workflows:

Begin by exiting the FB Events Manager > Data Sources > Settings area (though keep it accessible in another browser tab) and navigate to your CRM to start creating the necessary workflows.

Workflow 1: Create/Update Opportunity

With the FB page integration set up in your CRM, proceed to Automation > Workflows and initiate a new Workflow.
Establish a Workflow Trigger based on the submission of a Facebook Lead Form, marking the initial phase of your conversion flow.
Apply filters to target specific Facebook Lead Ad forms, triggering the workflow upon their submission.
Include an action ‘Create or Update Opportunity’, specifying the relevant Pipeline and Stage.
Default the Opportunity Name to the Lead’s Full Name using the custom value selector and enable Allow Duplicate Opportunities for this workflow.

Important:

Turn on the ‘Allow Re-Entry’ option in the Workflow Settings.
Ensure all actions are saved before publishing the Workflow.

Workflow 2: Sending Conversion Data to FB Conversion API

Create a secondary workflow with a Pipeline Stage Change trigger and a Facebook Conversion API action.
Set the Event Type to Lead Event.
Remember to save your actions and publish the Workflow.

Return to Facebook Events Manager to generate an Access Token under Data Sources > Settings, and copy this token.
Paste the Access Token into the designated field in your Workflow’s FB Conversion API Action.
Retrieve your Pixel ID from the Facebook Events Manager and input it into the Pixel ID field of your Workflow’s FB Conversion API Action.
Accurately fill in the Stage Name to reflect your Pipeline and Stage, using the custom value selector for precise integration. Ensure all settings are saved before publishing.

Important:

Turn on the ‘Allow Re-Entry’ option in the Workflow Settings.
Test your Workflow with the Lead Ads Test Tool, selecting the appropriate Page and Lead Ad Form to create a lead.
Monitor the event capture by your Events Manager, which may take up to a day for successful detection.

Finally, use the “settings” tab in the Events Manager to oversee the integration progress of your Conversion Leads.

Troubleshooting

My Facebook Conversion API Action is being skipped. Error says there is no attribution data found

If you’re using FB Pixel on a funnel/website, try adding the code inside the page builder > head tracking code instead of the general settings.

Use the right triggers in your workflows as shown above in the article.