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

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. 

Create ad conversion events

• 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, Lifecycle stage change, or Page view 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. 
    
    • Using the Other lifecycle stage or custom lifecycle stages with ad conversion events is not supported. If you have an ad conversion event using the Other lifecycle stage or a custom 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. 
    • By default, the following mappings will be used. Learn more about Facebook Events. 

• • Data sharing: select the contact data that you want to share with Facebook.
    • Click ID: a unique identifier that's automatically created when a contact clicks on a Facebook ad and navigates to your website.
    • Email address: the contact's email address.
    • Phone number: the contact's phone number.
  • Choose contacts to share with network: select which contacts should be shared: 
    • 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.

• 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 recommends obtaining your contacts’ consent to share data with Facebook. If you choose to send consent data, only contacts who provided their consent will be used by Facebook in the measurement and optimization of their ad events. This is optional.
    
    • To set up the consent to share data field with an existing property, select a property used to store consent and a property value that indicates that a contact has consented to share data. 
    • If you’re setting up consent for the first time, it is recommended to create a custom contact property. You can use this property to:
      • Store your contact’s consent data. 
      • Use it as a consent field in your forms. When using a custom consent field, it is recommended to use this in all forms where visitors can convert. For example, you can create a single checkbox property with the label I consent that this data may be shared with third parties such as Facebook, LinkedIn, and Google. 

• • 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. 

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. 

• If you've selected Page view as the event trigger, enter the following additional details:
  
  • Pixel: select an existing Facebook pixel for your event. If you don't have any Facebook pixels installed, click Add pixel. Learn more about installing pixels from external ad networks.

• • 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. 
  • Privacy and consent: select from the following options to specify how your website manages cookies.  
    • I'm using the HubSpot cookie banner to tell visitors that my site uses cookies: when this option is selected, only visitors that have consented through the HubSpot cookie banner will be synced with your Facebook ads account. Learn more about using the HubSpot cookie banner. 
    • I'm not using the HubSpot cookie banner: if you're using your own external cookie banner, you can select this option. All visitors will be synced with your Facebook ads account. 

• After setting up your event details, click Create event.

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: 
  • 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.