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Create and sync ad conversion events with your Facebook Ads accounts

Last updated: September 12, 2023

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Available with any of the following subscriptions, except where noted:

Marketing Hub Professional, Enterprise

After connecting your Facebook Ads account, you can create events to sync your CRM lifecycle stage changes or form submissions from HubSpot. 

You can also create and sync ad conversion events with your LinkedIn Ads account or Google Ads account

Please note: the current lifecycle stage change ad conversion event does not use Facebook's Conversions API, and cannot be used for optimizing ad delivery. HubSpot is in the process of updating this to use Facebook's Conversions API.

Before you get started

Before getting started with ad conversion events, do note the following:

  • Only form submissions and lifecycle stage changes that occur after creating the conversion event in HubSpot will be counted and used to optimize the delivery of your ads.
  • You can only create ad conversion events using forms you created in HubSpot. Submissions from non-HubSpot forms cannot be synced with Facebook.
  • To sync your HubSpot form submissions, you must have a Facebook pixel installed in your HubSpot account
    • Creating form submission ad conversion events enables Facebook's Conversions API. As such, it is recommended to only install the Facebook pixel via HubSpot. If you have previously added the pixel code in your website's header or footer HTML, please remove the manually installed code. Otherwise, this can result in duplicate events and inconsistent data in your reporting. 
    • HubSpot will only send server events with this pixel, browser events will not be sent. To send browser events, you can still manually install the pixel in your website's header or footer HTML, but do note that this will result in duplicate events in your reporting. Learn more about server and browser events
  • To create conversion events for Facebook, your ad account must be part of a Business Manager Account. Learn how to add your ad account to Business Manager in Facebook's Help Center.
  • After you create a conversion event in HubSpot, the lifecycle stage and form submission data from contacts who engage with your ads tracked by the HubSpot Ads tool will be synced with your Facebook ad account. You will need the following contact properties and event data to sync a contact:
    • Lead ID
    • Lifecycle stage 
    • Value
  • By default, when syncing form submission ad conversion events, the following data will always be synced with Facebook: 
    • User Agent
    • Action Sources
    • Event Source URL
    • IP address (beta). This is an optional field and can be removed. 

Create ad conversion events

To create an ad conversion event: 
  • In your HubSpot account, navigate to Marketing > Ads.
  • In the upper right, click Create > Event.
  • In the dialog box, customize the general details for your event:
    • Ad network: the ad network the event is for. Select Facebook to create an ad conversion event for your Facebook ads account. 
    • Ad account: the Facebook ads account you want to sync the event with.
    • Event trigger: select either the Form Submission or Lifecycle stage change radio button.
    • Value: specify a monetary value for your event.
      • To set the event's value to the value of the associated deal, select Use the Deal amount. The most recent associated weighted deal amount will be used for this value. With this option, you'll still need to enter a default value. If the deal has no value attached or is invalid (closed-lost, has a non-positive value, etc), the default value will be used. 
      • To enter a custom value for the event, select Use a custom value, then enter a value.
    • Event name: the name of your event.
  • If you've selected Lifecycle stage change as the event trigger, enter the following additional details:
    • Lifecycle stage: select the HubSpot lifecycle stage specified for the event. If you want to associate the HubSpot lifecycle stage with a different lifecycle stage in your ad account:
      • Click the dropdown menu below the HubSpot lifecycle stage.
      • Then, select the corresponding Facebook lifecycle stage.


  • If you've selected Form submission as the event trigger, enter the following additional details:
    • HubSpot form: search and select a form from a list of existing forms in your HubSpot account. 
    • Predictive Lead Score (optional): select this checkbox to send HubSpot's predictive lead score data to Facebook. 
    • Facebook conversion event: select an existing Facebook conversion event to associate with submissions from the selected form. This selected conversion event will reflect in your Facebook Events Manager. 
    • Consent to share data: Facebook requires visitors' consent to share data. Depending on the settings chosen on your individual forms, visitors will see the explicit or implicit consent to process data. Select a property and property value used to store and indicate a contact's consent to share data. 
      • Custom property: select a property used to collect a contact's consent to share data. 
      • Property value that indicates consent: select a property value from the above property that indicates the contact's consent. 
    • Data sharing: select the checkboxes next to the contact data that you would like to share with Facebook. It is recommended to select at least the default Email property for a better identity match.
      • User Agent, Action Sources, and Event Source URL are mandatory and will be selected by default.
      • IP address (beta) will also be selected by default. This is optional and can be removed.
      • To remove the IP address and any other selected options, in the Data Sharing field, click the X to the right of the contact data. 
  • After setting up your event details, click Create event.

Please note: the number of events synced may not match the count of form submissions exactly. Certain situations such as duplicate form submissions may result in a single event sync. 

Manage events in HubSpot

To review and manage your conversion events:

  • In your HubSpot account, navigate to Marketing > Ads.
  • Click the Events tab. You can review all conversion events. 
  • To disable syncing lifecycle or form submission data from your HubSpot account, click to toggle the switch off next to the name of the corresponding event.
  • To view more details on each event, click the name of the event. In the right panel, review additional details for your conversion event. 
  • To delete an event in your HubSpot account, click the name of the event. Then, in the right panel, click Delete


How Facebook uses your event data

Creating conversion events in HubSpot allows Facebook to deliver your lead generation ad campaigns more effectively. 

  • Facebook only supports syncing lifecycle data from contacts who interacted with your lead generation campaigns. Data from other ad campaign types in your ad accounts, such as website traffic or post engagement campaigns, will not be synced.
  • To optimize your Facebook campaigns, you must create a conversion event for each lifecycle stage in HubSpot, including Others.
  • To use this data when creating a lead ad campaign: 
  • Facebook's conversion only works for ad campaigns using the Conversion Leads optimization and delivery goal. Learn more about delivery conversion for lead ads in Facebook's Business Help Center

View events in your Facebook Business Manager

Facebook will use the CRM lifecycle data from your HubSpot account to optimize the delivery of your ads. You'll be able to report on the value of your CRM lifecycle event changes from within your Facebook Ads Manager as well.

The CRM lifecycle event changes will sync to your Facebook ad account as Offline Events. Facebook uses these to optimize your ads and supplement your ads reporting in Facebook Ads Manager. To view the events you created in HubSpot in Facebook ad account:

  • Sign in to your Facebook ad account.
  • In your Facebook Business Manager, navigate to the Events Manager.
  • In the upper left, click the ad account dropdown menu and select the ad account that you used to create an event in HubSpot.
  • In the left sidebar, click the data sources icon.
  • In the Data Sources section, locate the HubSpot Offline Conversion Events event set. 
  • Whenever the CRM lifecycle event that you created in HubSpot occurs, HubSpot will sync that data to the event set in Facebook. Within the Facebook event set, you'll see each HubSpot lifecycle event change appear as a Facebook event named Other.


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