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Facebook Conversions API Trigger in Workflows

With Stack Workflows, you can seamlessly integrate Facebook Conversion events into your automation processes. This allows you to send conversion data back to Facebook without relying on Facebook pixel cookies.

Frequently Asked Questions​

Which Workflow Triggers Can I Use with Facebook Conversion Events?​

For Funnel Events in the Facebook Conversion API action, you can utilize the following triggers:

  • Form Submitted
  • Survey Submitted
  • Customer Booked Appointment
  • Order Form Submission

Note: For appointments, ensure you use the "Customer Booked Appointment" trigger, as it specifically refers to the widget. For more details, click here.

For Lead Events, the applicable triggers are:

  • Facebook Lead Form Submission
  • Pipeline Stage Change (This trigger is effective if your contact originates from a Facebook lead form.)

What Event Details Parameters Are Required?​

  • Event Source URL

What Customer Information Parameters Can Be Used?​

  • Client IP Address (do not hash)
  • Client User Agent (do not hash)
  • Email Address
  • First Name
  • Surname
  • Browser ID (fbp) Cookie (do not hash)
  • Click ID (fbc) Cookie (do not hash)

Can I Use Custom Values for the Access Token and Pixel ID?​

Yes, you can use Custom Values in these fields.

Why Don't I See Test Events in Facebook Business Manager?​

If test conversions are not appearing, check the Diagnostics tab for any errors. A common issue is when Facebook blocks a domain. You can resolve this by navigating to Settings and scrolling to "Domains In Your Allow List" to approve the domain.

Does the 'Test Workflow' Button Work with Facebook Conversions?​

Yes, it does.

Why Is Facebook Reporting the Conversion as "Custom Event" When I Selected "Lead"?​

This may occur when sending test data. However, during live conversions, it will display as "Lead".

Can I Use Offline Events with Triggers Like 'Call', 'Opportunity Change Status', 'Tag', etc. with Facebook Conversion API Action?​

Yes, this is possible. The event will use the latest available pixel data. If the fbclid is found, the data will be sent to the Conversion API. Here are some examples:

Example 1:​

  • A contact is created from a Facebook form submission, with the first attribution source being Paid Social (Facebook).
  • If you use a workflow with the Facebook form submitted trigger, the contact will have an fbclid, and the workflow will send data to the Conversion API.
  • Additional Behavior: If the contact later converts to an opportunity via an add/update opportunity trigger, you can use the opportunity status trigger in the workflow to send the data to the Conversion API, as the contact from the Facebook form submission will pass the fbclid.

Example 2:​

  • A contact is created via a Google ad, organic Google search, or direct traffic, with the first attribution source being Paid Search (Google) or Direct Traffic.
  • If the contact later interacts with a Facebook form and fills it out, the latest attribution becomes Paid Social (Facebook), and the contact will have an fbclid.
  • Additional Behavior: If the contact converts to an opportunity with an add/update opportunity trigger, you can use the opportunity status trigger in the workflow to send data to the Conversion API, as the contact from the Facebook form submission will pass the fbclid.