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Create and sync ad conversion events with your Facebook Ads accounts using Facebook's Conversion API

Last updated: April 19, 2024

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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 using Facebook's Conversion API to sync your CRM lifecycle stage changes or form submissions from HubSpot. 

If you've previously created lifecycle stage ad conversion events, you may need to update these events and use Facebook's improved Conversions API in order to continue syncing your events.

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

Before you get started

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

  • Before creating lifecycle stage change conversion events, lead syncing must be turned on. This allows HubSpot to collect lead IDs from corresponding contacts. Facebook will only sync the contacts that have a lead ID.
  • 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.
  • You must have a Facebook pixel installed in your HubSpot account
    • Creating a lifecycle stage or form submission ad conversion event 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. 
    • If the Sync web conversions ad setting is turned off, Facebook ad conversion events cannot be used for optimizing ad delivery.
    • 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, depending on the event type, either the lifecycle stage data from contacts who engage with your ads tracked by the HubSpot Ads tool or the form submission data 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 
  • 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 (this is an optional field and can be removed)

Create ad conversion events

It is strongly recommended to review the above requirements and adhere to the steps outlined below to ensure your events are created and synced successfully. To create an ad conversion event: 
  • In your HubSpot account, navigate to Marketing > Ads.
  • In the upper right, click Create, then select 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.
  • If you've selected Lifecycle stage change as the event trigger, enter the following additional details:
    • Lifecycle stage: select the checkboxes next to the HubSpot lifecycle stage specified for the event. 
      • By default, this will correspond to the existing lifecycle stage of the ad conversion event being updated.
      • Using the Other lifecycle stage with ad conversion events is not supported. If you have an ad conversion event using the Other lifecycle stage, it is recommended to update the event to use another default lifecycle stage.
      • Each lifecycle stage selected will be counted as one event. 
    • Data sharing: select data that you want to share with Facebook. 
      • All contacts that move to the selected lifecycle stage(s): sync data for all contacts that have moved to the selected lifecycle stages. HubSpot can only sync contacts that arrived via Facebook lead syncing. This includes data for contacts that may not have interacted with your ads. 
      • Only contacts that move to the selected lifecycle stage(s) and have interacted with your ads: sync data for contacts that have moved to the selected lifecycle stages, arrived via Facebook lead syncing, and interacted with ads that were tracked by HubSpot.

Please note: the number of lifecycle stage ad conversion events you can create depends on your HubSpot subscription. Please review HubSpot’s Product & Services Catalog for the most up-to-date pricing and packaging information.

  • If you have a Marketing Hub Professional subscription, you can create up to 50 lifecycle stage ad conversion events.
  • If you have a Marketing Hub Enterprise subscription, you can create up to 100 lifecycle stage ad conversion events. 



  • 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. 
    • Value (Optional): specify a monetary value for your event.
    • 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 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
  • To replace an existing lifecycle stage event to use Facebook's improved Conversions API, hover over a conversion event and click Replace event. If you do not see the option to replace an existing event, you will not need to do so. Your ad conversion event should continue to sync without issue. 


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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