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Create and sync ad conversion events with your Facebook Ads accounts

Last updated: January 20, 2023

Applies to:

Marketing Hub Professional, Enterprise

After connecting your Facebook Ads account, you can create events to sync your CRM lifecycle stage changes from HubSpot. 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 and sync ad conversion events with your LinkedIn Ads account or Google Ads account

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.
  • The lifecycle stage change 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, lifecycle stage 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
    • Lifecycle stage 
    • Value

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.
    • 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 Facebook 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 weighted deal amount 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.
    • 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

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

View events in your Facebook Business Manager

Facebook will use the CRM lifecycle data from your HubSpot account to optimize the delivery of your ads.  You'll be able to report on the value of your CRM lifecycle event changes from within your Facebook Ads Manager as well.

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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