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Create and update your lifecycle stage change ad conversion events using Facebook's Conversion API (BETA)

Last updated: September 22, 2023

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Available with any of the following subscriptions, except where noted:

Marketing Hub Professional, Enterprise

Use Facebook's improved Conversions API to create lifecycle stage change ad conversion events to share website data and optimize your ads. If you've previously created lifecycle stage ad conversion events in HubSpot, you may need to update these events and use Facebook's improved Conversions API in order to continue syncing your events.

Before you get started

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

  • Only 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 sync your HubSpot events, you must have a Facebook pixel installed in your HubSpot account. It is recommended to only install the Facebook pixel via HubSpot. If you have previously added the pixel code in your website's header or footer HTML, please remove the manually installed code. Otherwise, this can result in duplicate events and inconsistent data in your reporting. 
  • 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, the lifecycle stage and form submission data from contacts who engage with your ads tracked by the HubSpot Ads tool will be synced with your Facebook ad account. You will need the following contact properties and event data to sync a contact:
    • Lead ID (only available for contacts that arrived via Facebook lead syncing)
    • Lifecycle stage 
    • Value

Create and update ad conversion events

To create or update an ad conversion event: 
  • In your HubSpot account, navigate to Marketing > Ads.
  • Click the Events tab. You can review all conversion events. 
  • To create a new event, in the top right, click Create > Event
  • To replace an existing event, 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. 


  • In the right panel, 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 Lifecycle stage change radio button.
    • Pixel: the Facebook pixel that the ad account is associated with. If there is currently no pixel associated with the selected ad account, click Add pixel
    • Lifecycle stage: select checkboxes next to the HubSpot lifecycle stages specified for the event.
      • By default, this will correspond to the existing lifecycle stage of the ad conversion event being updated.
      • Using the Other lifecycle stage with ad conversion events is not supported. If you have an ad conversion event using the Other 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. 
    • Data sharing: select data that you want to share with Facebook. 
      • 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.
  • After updating your event, at the bottom, click Create [number of events] event(s).

Please note: the number of lifecycle stage ad conversion events you can create depends on your HubSpot subscription. Please review HubSpot’s Product & Services Catalog for the most up-to-date pricing and packaging information.

  • If you have a Marketing Hub Professional subscription, you can create up to 50 lifecycle stage ad conversion events.
  • If you have a Marketing Hub Enterprise subscription, you can create up to 100 lifecycle stage ad conversion events. 



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