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How to Send a Facebook Conversion API Action for Ad Manager in Stack

In this guide, we'll explore how to create a workflow in Stack to send Conversion API (CAPI) actions back to Facebook. We'll also discuss the new Ad Manager option within the Facebook Conversion API action in workflows and explain how it benefits you.

Why Create a CAPI Action Workflow?​

After setting up an ad campaign and conversion pixel, creating a CAPI action workflow is crucial for several reasons:

  • Improved Accuracy: CAPI sends data directly from your server, bypassing browser restrictions and ad blockers, ensuring more reliable tracking.
  • Better Attribution: Tracks conversions across devices, even for users who block cookies, providing complete data for campaign optimization.
  • Fills Pixel Gaps: Ensures conversions are recorded even when pixel data is blocked or missed.
  • Enhanced Optimization: Provides granular, server-side data to improve ad targeting and performance.
  • Privacy Compliance: Reduces reliance on client-side cookies, aligning with privacy regulations.
  • Efficient Budget Spend: More accurate data allows for better ad spend optimization and improved ROI.

In summary, sending CAPI events to Facebook enhances tracking accuracy, optimizes ads, and improves attribution across devices and browsers.

Workflow Triggers for Facebook Conversion API Action​

When setting up a Facebook Conversion API action in Stack workflows, the triggers you can use depend on the event type:

  • Funnel Events: Use triggers like Form Submitted, Survey Submitted, Customer Booked Appointment, and Order Form Submission.
  • Lead Events: Use triggers such as Facebook Lead Form Submission and Pipeline Stage Change (applicable if the contact originates from a Facebook lead form).

Understanding the Ad Manager Option​

When creating a conversion API action in workflows, you'll encounter two connection types:

  • Integrations
  • Ad Manager

Benefits of the Ad Manager Option​

The Ad Manager option simplifies the process and reduces the need to switch back and forth between Facebook and Stack workflows. Here’s how:

  • Event Type Selection: Choose the event type based on your campaign objective—'Website traffic' for funnel events and 'Lead generation' for lead events.
  • Pre-Populated Pixels: All Ad Manager pixels are available in a dropdown, eliminating the need to copy/paste Pixel IDs from Facebook.
  • No Access Token Required: The Ad Manager option manages access tokens automatically, streamlining the setup.

Stage Name in a Lead Event​

Ensure the stage name accurately represents your Pipeline and Pipeline Stage for better reporting. Use the tag icon to add custom values for opportunity pipelines and stages.

Using Offline Events with Facebook Conversion API Action​

Yes, you can use offline events with triggers like 'Call', 'Opportunity Change Status', and 'Tag'. If the fbclid ID is found, the data will be sent to the conversion API. Here are a couple of examples:

Example 1​

  • Scenario: A contact is created via a Facebook form submission, with Paid Social (Facebook) as the first attribution source.
  • Workflow: Using a Facebook form submitted trigger, the contact's fbclid is sent to the conversion API.
  • Additional Behavior: If the contact later converts to an opportunity, use the opportunity status trigger to send the data to the conversion API, as the fbclid will be passed.

Example 2​

  • Scenario: A contact is created via Google ads, organic search, or direct traffic. If they later fill out a Facebook form, the latest attribution is Paid Social (Facebook).
  • Workflow: The fbclid is sent to the conversion API when the workflow runs with a Facebook form submitted trigger.

Custom Values in Facebook Ads Conversion Tracking​

You can now customize mapping for Facebook Ads conversion tracking parameters, similar to Google Ads.

How It Works​

  • Default Setting: Custom mapping is disabled by default.
  • Enabling Custom Mapping: Toggle it on to enable.
  • Mapping Options:
    1. FBCLID for funnel events.
    2. Facebook Lead ID for lead events.
    3. Custom mapping fields take priority over defaults.
    4. If left empty, system defaults are used.

This flexibility allows you to tailor tracking parameters to your specific needs, ensuring more precise data handling.