Create and sync ad conversion events with your Facebook Ads accounts

After connecting your Facebook Ads account, you can create events to sync your CRM lifecycle stage changes or form submissions from HubSpot. This will allow Facebook to optimize the delivery of your ads when a contact has been attributed in the HubSpot Ads tool.

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

Create ad conversion events

• 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. You must select at least the default Email property. 

• 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: 
  • If you're creating a lead ad from your Facebook page, you must use a saved instant form. 
  • If you're creating a lead ad from your Facebook ads manager, instant forms must be selected as your conversion location. 
• 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.