Facebook Conversion API Integration for Lead Events

This article will teach you more about the Facebook Conversion API integration and how it helps your Facebook lead ads.

The instant forms will help you optimize the quality of the leads instead of the volume. 

When the user submits an Instant Form, the information is captured and synced in the Referins. You can use this information to follow up with leads and move them to different funnel stages. As the moves happen, the Conversion leads integration allows the advertiser to share the lead status with Meta, which will enable Meta to optimize the lead ad for increased lead-to-sales Conversion. 

Things to note: 

With the new update, in the Facebook Conversion API trigger, there will be 2 options available for Funnels and Lead Events. 

Setting Up FB Conversions API for Lead Events:

Important

We’ve optimized the Facebook Conversion API (CAPI) to improve the handling of attribution sources, ensuring more accurate data is sent when FBCLID is present. Benefit: This enhances the accuracy of reporting by ensuring the correct attribution source is recorded and passed to the CAPI, even after multiple interactions, improving campaign performance insights. To use, ensure workflows triggered by Facebook form submissions and opportunities include FBCLID data for proper tracking.

Step 1: Initialize an FB Pixel:

1- Begin by accessing your Facebook Business Manager (now known as Meta Business Suite). Navigate to the Events Manager section found on the left side.

2- Verify that you are linked to the appropriate Ad Account and have the necessary permissions for the Facebook Page in question.

3- In the left sidebar, select the option to 'Connect Data Sources'.

4- When presented with various choices, select 'CRM' and then click on 'Connect'.

5- Important: If your goal is to transmit a Funnel Event via Facebook CAPI using LeadConnector for funnel activities, opt for the 'web' selection at this point to facilitate event tracking.

6- A dialogue box will appear displaying 'Best Practices', which are recommendations from Facebook on optimizing this feature. Click 'Next' to continue.

7- You'll be given the option to either create a new pixel or use an existing one to gather data. Add your pixel details and proceed by clicking 'Continue'.

8- This action directs you to the FB Events Manager > Data Sources > Settings. Choose your CRM by clicking 'Continue'.

9- In the search bar, look up 'LeadConnector' and select it from the dropdown menu that appears.

10- Opt for the option 'Use a third-party partner to connect' (this does not require coding) and pick LeadConnector. Then, click on 'Go to Partner' to move forward.

11- You will then be prompted to allow LeadConnector access to link with your Facebook Conversions API, thereby integrating your Referins.

Prerequisites for Setting Up Facebook CAPI - Lead Events:

Within your Referins, navigate to Settings > Integration. Ensure that your Facebook account is connected with administrative rights. Confirm that your FB Business Page is fully integrated, ensuring you have admin access and that the correct FB lead form is configured within Referins.

For Facebook Form Field Mapping, ensure that the form is properly mapped and activated. The mapping option can now be found under the sub-account settings > integrations > Facebook Form Field Mapping. This section will list all supported custom fields, including those with multiple and single options.

Step 2: Implement Two FB Conversions API Workflows

Important: For the process to be effective, it's essential to establish two separate workflows.

The first workflow is designed to capture leads and categorize them accurately within the appropriate pipeline, utilizing a Create/Update Opportunity Action. This step is crucial for ensuring that each lead is properly identified and placed in the correct Pipeline and Stage, facilitating efficient management and progression through the sales funnel.

The second workflow is aimed at activating events specific to Facebook conversion leads. This process is initiated when a lead advances to a certain stage in the pipeline, triggering a Facebook Conversions API workflow action that communicates the update to FB CAPI.

Together, these workflows form a robust system for lead generation and management, specifically tailored for Facebook conversion leads, enhancing the potential for higher lead qualification, customer conversion rates, and business growth.

Creating the Workflows:

Begin by exiting the FB Events Manager > Data Sources > Settings area (though keep it accessible in another browser tab) and navigate to Referins to start creating the necessary workflows.

Workflow 1: Create/Update Opportunity

• With the FB page integration set up in your Referins, proceed to Automation > Workflows and initiate a new Workflow.
• Establish a Workflow Trigger based on the submission of a Facebook Lead Form, marking the initial phase of your conversion flow.

• Apply filters to target specific Facebook Lead Ad forms, triggering the workflow upon their submission.

• Include an action ‘Create or Update Opportunity’, specifying the relevant Pipeline and Stage.
• Default the Opportunity Name to the Lead’s Full Name using the custom value selector and enable Allow Duplicate Opportunities for this workflow.

Important:

• Turn on the ‘Allow Re-Entry’ option in the Workflow Settings.
• Ensure all actions are saved before publishing the Workflow.

Workflow 2: Sending Conversion Data to FB Conversion API

• Create a secondary workflow with a Pipeline Stage Change trigger and a Facebook Conversion API action.
• Set the Event Type to Lead Event.
• Remember to save your actions and publish the Workflow.

1. Return to Facebook Events Manager to generate an Access Token under Data Sources > Settings, and copy this token.
   
2. Paste the Access Token into the designated field in your Workflow’s FB Conversion API Action.
3. Retrieve your Pixel ID from the Facebook Events Manager and input it into the Pixel ID field of your Workflow’s FB Conversion API Action.
   
4. Accurately fill in the Stage Name to reflect your Pipeline and Stage, using the custom value selector for precise integration. Ensure all settings are saved before publishing.

Important:

• Turn on the ‘Allow Re-Entry’ option in the Workflow Settings.
• Test your Workflow with the Lead Ads Test Tool, selecting the appropriate Page and Lead Ad Form to create a lead.
• Monitor the event captured by your Events Manager, which may take up to a day for successful detection.

Finally, use the “Settings” tab in the Events Manager to oversee the integration progress of your Conversion Leads.

Troubleshooting

My Facebook Conversion API Action is being skipped. Error says there is no attribution data found

If you’re using FB Pixel on a funnel/website, try adding the code inside the page builder > head tracking code instead of the general settings.

Use the right triggers in your workflows as shown above in the article.

FAQ’s

1. What is the purpose of integrating the Facebook Conversion API (CAPI) with LeadConnector?

The integration allows you to synchronize lead data captured from Facebook Lead Ads with your system, enabling better lead management, accurate attribution, and improved lead-to-sales conversion. This ensures that Meta can optimize the Facebook lead ad for higher quality lead conversions.

2. How do I ensure accurate attribution for my Facebook leads?

To ensure accurate attribution, make sure that your workflows include FBCLID data when triggered by Facebook form submissions. This ensures that the correct attribution source is recorded, even after multiple interactions, and improves your campaign performance insights.

3. What are the key steps to set up Facebook Conversions API for Lead Events?

First, initialize an FB Pixel and connect it to Referins. Then, create two separate workflows: one to capture and categorize leads within your pipeline, and another to send conversion data to the Facebook Conversions API when the lead progresses through the funnel.

4. How do I create and implement workflows for Facebook Conversion API?

To create the workflows, navigate to your Referins Automation section and set up triggers for Facebook Lead Form submissions and pipeline stage changes. The first workflow captures leads and updates their opportunities, while the second sends the conversion data to Facebook via the CAPI when a lead moves through the pipeline.

5. What should I do if my Facebook Conversion API action is being skipped?

If you encounter an error saying no attribution data is found, try placing the FB Pixel code inside the page builder’s head tracking code section instead of the general settings. Additionally, ensure that the proper triggers are used in your workflows, as detailed in the article.