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Create and sync ads conversion events with your Google Ads or Facebook ad accounts

Last updated: May 19, 2022

Applies to:

Marketing Hub Professional, Enterprise

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


Please note:

  • Only the lifecycle stage changes that occur after you create the conversion event in HubSpot will be counted and used to optimize the delivery of your ads.
  • 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.

How Facebook uses your lifecycle data

Creating conversion events in HubSpot will allow 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 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.
  • Facebook's conversion only works for campaigns using the Conversion Leads optimization and delivery goal. Learn more about delivery conversion for lead ads in Facebook's Business Help Center.

conversion-leads-optimization-and-delivery-option

Create ads conversion events

  • In your HubSpot account, navigate to Marketing > Ads.
  • In the upper right, click Create event.
  • In the dialog box, customize the details for your event:
    • Select an ad network.
    • Select the ad account you want to sync the event to.
    • Select the HubSpot lifecycle stage 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 and select the corresponding ad network lifecycle stage.
    • Specify a value for your event:
      • To default the event's value to the value of the associated deal, select Use the Deal amount. If you opt for this option, you'll still need to enter a default value to use for deals that have no value attached.
      • To enter a custom value for the lifecycle event change, select Use a custom value, then enter a value.
    • If you're creating an event for a Google Ads account, you can include the CRM lifecycle event in your Google Ads Conversions column. This tells Google which conversions to optimize for in campaigns using an automated bidding strategy. To do this, select the Include in "Conversions" (Google only) checkbox. You can learn more about how this feature works in Google's documentation.
    • Enter a name for your event.
    • Click Create event.

ad-event-creation-panel

Manage events in HubSpot

Your conversion events will appear under the Events tab on your Ads dashboard. To disable syncing lifecycle data from your HubSpot account, click to toggle the switch off next to the name of the corresponding event.

events-dashboard

To delete an event in your HubSpot account, click the name of the event and in the right panel click Delete

Please note:

  • When an event is deleted in HubSpot it will not automatically delete the corresponding event in Google Ads. The event must be deleted manually in your Google Ads account. 
  • If an event is created with the same details as a previously deleted event, and the name conversion action in the Google Ads was not edited, the new HubSpot event will send offline conversions to the same Google Ads conversion action as before.

Syncing contact lifecycle data with Facebook and Google

After you create a conversion event in HubSpot, lifecycle stage data from contacts who engage with your ads that are tracked by the HubSpot Ads tool, will be synced with your Google or Facebook ad account. Each network has specific requirements for the contact properties and event data required to sync a contact:

  • Facebook:
    • Lead ID
    • Lifecycle stage
    • Value
  • Google Ads:
    • GCLID of the contact (a Google identification number)
    • Lifecycle stage
    • Value


Please note: to sync contact lifecycle data from Google, the setting Included in account-level goals must be set to Yes  for each ad event. 

Review your events in your ad account

Both Google and Facebook will use the CRM lifecycle data from your HubSpot account to help optimize the delivery of your ads on their networks.  You'll also be able to report on the value of your CRM lifecycle event changes from within your Google Ads account and Facebook Ads Manager.

View and use events in your Google Ads account

The CRM lifecycle event changes will sync to your Google Ads account as Conversion Actions. Google use these to optimize its bidding strategy for your ads.

To view the events you created in HubSpot in your Google Ads account:

  • Sign in to your Google Ads account.
  • In the upper right, click Tools & Settings.
  • In the dropdown menu, under Measurement, click Conversions.

google-crm-events-google-ads-ui

To use your events when creating an ad campaign:

  • Click the Select campaign settings step in the top left of the setup page.
  • Scroll down to the Bidding section, then click Change bid strategy.
  • Click the What do you want to focus on? dropdown menu, then select Conversions.

bidding-strategy-dropdown-in-google-ads-account

View events in your Facebook Business Manager

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 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.

ads-optimization-events-in-fb-2

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