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Share event and website data with Facebook via the Conversions API

Last updated: January 16, 2024

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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. This is necessary to sync your website data and ad 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 improve your ad's optimization.

Please note: if you're sharing data with Facebook via the Conversions API, you must install the Facebook pixel via HubSpot, to send the same external ID server side that the pixel sends and allow Facebook to deduplicate events. If you have previously included the pixel code in your website's header or footer HTML, you must remove the manually installed code. Otherwise, the pixel will fire twice and lead to inconsistent data in your reporting. 

To enable Facebook's Conversions API:

  • In your HubSpot account, click the settings settings icon in the top navigation bar.
  • In the left sidebar menu, navigate to the Tools section. Then, click MarketingAds.
  • Click the Pixels tab.
  • If you haven't added a pixel: 
    • In the top right, click Add pixel.
    • In the dialog box, select Facebook.
    • Click the Facebook pixel dropdown menu, then select the pixel you want to install.
    • Toggle the Sync data directly from HubSpot to Facebook's Conversion API switch on.

  • If you have an existing pixel installed:
    • Click to toggle the Sync web conversions switch on. Or, hover over the pixel name and click Edit.
    • In the dialog box, 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 Facebook permissions.
  • Confirm the account details and data preferences:
    • Select the Business ManagerFacebook page, and Pixel that you want to use and 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 customer information parameters.
      • Scroll down and review the available properties you can send to Facebook, then click to toggle the associated property's switch on or off.


  • Click Continue.
  • Click Next to grant HubSpot the required Manage business extension permission.
  • After the connection process is complete, click Done.
  • Navigate back to HubSpot, under Choose which data to sync to Facebook, click the Select visitor data to share dropdown menu and select the checkboxes 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 consent banner in HubSpot that allows your website users the choice to opt-in.
    • If you select I'm using the HubSpot consent banner to tell visitors that my site uses cookies and you later disable your consent banner, HubSpot will stop sending visitor data to Facebook.
  • Click Add pixel or Update 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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