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

Last updated: September 9, 2022

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Applies to:

Marketing Hub Professional, Enterprise

After connecting your Google Ads account, Facebook ad account, or LinkedIn 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.

Before you get started

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

  • Only the lifecycle stage changes that occur after creating 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.
  • LinkedIn can only sync ad conversion events that happen within 90 days of an ad click. For example, if your contact clicked a LinkedIn ad on January 1, 2022 but didn't change to an SQL until June 1, 2022, that contact won't be counted because it is outside the 90 day window.

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 details for your event:
    • Ad network: the ad network the event is for. 
    • Ad account: the ad account you want to sync the event with.
    • Lifecycle stage: 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 ad network lifecycle stage.
    • 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 deal 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 lifecycle event change, select Use a custom value, then enter a value.
    • Include in "Conversions" (Google only): 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 ad campaigns using an automated bidding strategy. Learn more about how this feature works in Google's documentation.
    • Event name: the name of your event.
  • 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 data from your HubSpot account, click to toggle the switch off next to the name of the corresponding event.
  • To delete an event in your HubSpot account, click the name of the event. Then, in the right panel, click Delete

    • 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.

How Facebook uses your lifecycle 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


How LinkedIn uses your data

When creating a LinkedIn conversion event, HubSpot will send the following data to LinkedIn:

  • Email address (hashed)
  • First name
  • Last name
  • Title
  • Company
  • Country
  • If the contact has clicked on a LinkedIn ad, HubSpot will send Lifecycle stage data to LinkedIn. 

Syncing contact lifecycle data with Google and Facebook

After you create a conversion event in HubSpot, lifecycle stage data from contacts who engage with your ads 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:

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

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

Review your events in your ad accounts

Both Google and Facebook will use the CRM lifecycle data from your HubSpot account to 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 will use this data to optimize the 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.

  • To use your events when creating a Google ad campaign:
    • In the left sidebar, click Budget and bidding.  
    • Click the What do you want to focus on? dropdown menu, then select Conversions.

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 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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