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Create and sync form submission ad conversion events with your Facebook Ads accounts (BETA)

Last updated: January 21, 2023

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In Beta

Applies to:

Marketing Hub Professional, Enterprise

After connecting your Facebook Ads account, you can create events to sync your HubSpot form submissions with Facebook. 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 events to sync your CRM lifecycle stage changes from HubSpot with Facebook. 

Please note: you can only create ad conversion events using forms you created in HubSpot. Submissions from non-HubSpot forms cannot synced with Facebook.

Before you get started

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

  • To sync your HubSpot form submissions, you must have a Facebook pixel installed in your HubSpot account
  • Only the form submissions that occur after creating the conversion event in HubSpot will be counted and used to optimize the delivery of your ads.
  • The form submission must occur within 90 days of the ad interaction in order to sync with your Facebook Ads account. 
  • 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, form submission data from contacts who engage with your ads tracked by the HubSpot Ads tool will be synced with your Facebook ad account. To sync a contact, you will need the following contact properties and event data:
    • Lead ID
    • Lifecycle stage 
    • Value
  • By default, when syncing form submission ad conversion events, the following data will always be synced with Facebook: 
    • External ID
    • User Agent
    • Action Sources
    • Event Source URL

Create ad conversion events

To create an ad conversion event: 
  • 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. 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 the Form Submission radio button.
    • Pixel: if you have previously installed a Facebook pixel in your HubSpot account, the pixel will display. If there is not, click Add pixel to install a new Facebook pixel. 
    • 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. 
    • Value: enter 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. You must select at least the default Email property. 
    • Event name: enter the name of your event.
  • Click Create event. After creating your form submission ad conversion event, you can manage and review all conversion events from the Events tab in your Ads tool. 

How Facebook uses your form submission data 

Creating conversion events in HubSpot allows Facebook to deliver your lead generation ad campaigns more effectively. 

  • Facebook only supports syncing Facebook 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 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



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