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Share event and website data with Facebook via the Conversions API

Last updated: July 25, 2022

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Applies to:

Marketing Hub Professional, Enterprise

After you connect your Facebook ad account to HubSpot, you can use an existing Facebook pixel to enable Facebook's Conversions API to sync your website data and conversion events with Facebook. By sharing this data with Facebook, you'll have better visibility into how customers interact with your brand, which will allow you to better optimize your ads.

To enable Facebook's Conversions API:

  • In your HubSpot account, click the settings settings icon in the main navigation bar.
  • In the left sidebar menu, navigate to MarketingAds.
  • Click the Pixels tab.
    • If you haven't installed a pixel yet, click Add pixel, then select Facebook. Click the Facebook pixel dropdown menu, then select the pixel you want to install.
    • If you have an existing pixel installed, hover over it and click Edit.
  • Toggle the Sync data directly from HubSpot to Facebook's Conversion API switch on.


  • Click Continue to Facebook to open a new browser window to authorize your Facebook ad account and business manager from within Facebook.
  • After you log in to your Facebook account, click Continue as [User].
  • Click Continue to confirm the permissions you'll be granting to Facebook.
  • Confirm the account details and data preferences:
    • Select the Business ManagerFacebook page, and Pixel that you want to use to send your HubSpot conversion data and website visitor data to.
    • To better match your website visitors to users on Facebook, you can click to toggle the Automatic Advanced Matching switch on. Learn more about how advanced matching works in Facebook's Help Center.
      • To control which visitor properties you send to Facebook, click Show options.
      • Scroll down and review the available properties you can send to Facebook, then toggle the switch next to the associated property on/off.


  • Click Continue.
  • Click Next to grant HubSpot the required Manage business extension permission.
  • After the connection process is complete, click Done.
  • Back in HubSpot, under Choose which data to sync to Facebook, click the Select visitor data to share dropdown menu and select the checkbox next to any additional parameters to send to Facebook. The User AgentAction Sources, and Event Source URL fields are required and cannot be changed.


  • Select the radio button that corresponds to how you're managing cookies on your website.
    • HubSpot can only sync consent data with Facebook if you've configured a cookie policy in HubSpot that allows your website users the choice to opt in.
    • If you select I'm using the HubSpot cookie banner to tell visitors that my site uses cookies and you later disable your cookie banner, HubSpot will stop sending visitor data to Facebook.


  • Click Add pixel.

Please note: to limit Facebook's use of data from California residents, you'll need to navigate to the Ad accounts tab after adding the pixel, locate the ad account associated with your pixel, and toggle the Limit Data use switch on.

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