Skip to main content

Facebook Conversion Leads Walkthrough

Introduction​

The Facebook Conversions API is a powerful tool designed to enhance your marketing efforts by connecting your data directly with Funnels and Workflows in Stack and Facebook Meta. This integration helps optimize ad targeting, reduce costs, and accurately measure outcomes. By using the Facebook Conversions API, you can gather relevant audience data to improve your ad campaigns and retargeting strategies.

Contents​

Understanding Funnel Events vs. Lead Events​

In Stack, two types of Facebook Conversion API events are supported:

Funnel Events​

These events are sent from a web server to log actions such as page visits, cart additions, purchases, subscriptions, and more. This helps track user interactions on your website.

Lead Events​

These events are sent from the Stack CRM to monitor how leads move through pipeline stages, such as from new leads to booked or abandoned. This data is sent to the Facebook Conversions API, with the CRM acting as the data source.

Setting Up Facebook CAPI Lead Events​

Step 1: Create an FB Pixel​

  1. Access Facebook Business Manager:

    • Navigate to the Events Manager tab.
    • Ensure you're connected to the correct Ad Account with the necessary access.

  2. Connect Data Sources:

    • Click on Connect Data Sources from the sidebar.
    • Select CRM and proceed by clicking Next.

  3. Create or Select a Pixel:

    • Choose to Create New Pixel or use an existing one.
    • After adding pixel details, click Continue.

  4. Choose CRM Partner:

    • Select "LeadConnector" as the CRM partner and proceed.

Note: If prompted to log in to the partner website, you can bypass this step and proceed to create a Conversion API workflow.

Step 2: Create FB Conversions API Workflows​

To effectively manage and track leads, you need to set up two workflows.

Workflow 1: Create/Update Opportunity​

  1. Create a New Workflow:

    • Go to Automations > Workflows and create a new workflow.
    • Add a Workflow Trigger for Facebook Lead Form Submitted.

  2. Configure Actions:

    • Add an action for Facebook Conversion API.
    • Enter the required Access Token, Pixel ID, and Stage Name.

  3. Opportunity Management:

    • Add an action to Create or Update Opportunity.
    • Specify the Pipeline and Pipeline Stage.
    • Use the custom value dropper to default the Opportunity Name to the Lead's Full Name.

  4. Settings:

    • Enable Allow Duplicate Opportunities.
    • Publish and save the workflow.

Workflow 2: Send Conversion Data to FB Conversion API​

  1. Create Another Workflow:

    • Add a Pipeline Stage Change trigger.
    • Add a Facebook Conversion API action.

  2. Configure Event Type:

    • Choose Lead Event and enter the Access Token and Pixel ID.

  3. Stage Name Configuration:

    • Ensure the Stage Name accurately reflects your Pipeline and Pipeline Stage for better reporting.

  4. Finalize and Test:

    • Save and publish the workflow.
    • Test using the Lead Ads Test Tool by creating a lead and ensuring events are captured in the Events Manager.

Additional Resources​

By setting up these workflows, you can create a comprehensive lead generation and management system optimized for Facebook conversion leads, helping you grow your business effectively.