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Improve your ad targeting with Facebook Conversions (for Business admins)

By Jawondolyn Bandstra · August 23, 2024
Facebook Conversions (for Business admins) logo connected to icons representing audience segmentation, leads, and sales funnels.

Are your Facebook and Instagram ads underperforming and underdelivering quality leads? You might have a targeting problem. Finding your ideal audience can feel like trying to catch a rare fish in the Pacific Ocean. Luckily, you don't have to comb the social media seas to find the right people. 

By combining the power of Meta's business platform with Zapier's Facebook Conversions (for Business admins) integration, you can run more efficient campaigns, lower your ad spend, and get the results you want. 

Zapier is the most connected AI orchestration platform—integrating with thousands of apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated, AI-powered systems for your business-critical workflows across your organization's technology stack. Learn more.

Jump ahead:

Use broad targeting strategically

You might believe that narrowing your target audience is always the best approach, but broad targeting can uncover new-to-you audiences who are more likely to convert. You might even find more affordable ad placements because you're not competing in a highly specific audience segment.  

You can try broad targeting with Meta's built-in AI tool Advantage+ audience, which analyzes your past ad performance data to find a wider audience to target.

Of course, you don't want to waste time (and ad spend) targeting the wrong people. You can create an automated workflow in Zapier (called a Zap) to automatically send lead events in real time as prospects swoop in. That way, you can send the latest performance data to Meta and improve its broad targeting recommendations. 

To get started with a Zap template—what we call our pre-made workflows—just click on the button. It only takes a few minutes to set up. You can read more about setting up Zaps here.

Send new ClickFunnels contacts to facebook conversions as lead events

  • ClickFunnels logo
  • Facebook Conversions (for Business admins) logo
ClickFunnels + Facebook Conversions (for Business admins)
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    When a new contact is identified in ClickFunnels, ensure you're taking full advantage of this lead by instantly triggering a lead event in Facebook Conversions. This streamlined process boosts your efficiency by eliminating manual data transfer, providing your business with the critical ability to engage with potential customers promptly and productively. Maximize your marketing efforts with this automation, generating potential customers and increasing conversion rates.

    Create lead events in Facebook Conversions from new leads in Microsoft Dynamics 365 CRM

    • Microsoft Dynamics 365 CRM logo
    • Facebook Conversions (for Business admins) logo
    Microsoft Dynamics 365 CRM + Facebook Conversions (for Business admins)
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      If following up with new leads means manual update chores, this integration can help. Once it's active, this Zap automatically creates a new lead event in Facebook Conversions for each new lead in Microsoft Dynamics 365 CRM.

      Trigger new Pipedrive activities and send lead events in facebook conversions for business admins

      • Pipedrive logo
      • Facebook Conversions (for Business admins) logo
      Pipedrive + Facebook Conversions (for Business admins)
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        Boost your conversions by connecting Pipedrive and Facebook Conversions in one seamless workflow. When there's a new activity in Pipedrive, this automation will promptly send a lead event to Facebook Conversions. Streamline your marketing efforts and focus on nurturing those relationships while this time-saving solution does the heavy lifting for you.

        Create lead events in Facebook Conversions from new records in Salesforce

        • Salesforce logo
        • Facebook Conversions (for Business admins) logo
        Salesforce + Facebook Conversions (for Business admins)
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          Looking to stay responsive to new Salesforce records? This integration is your answer. Activate it to automatically generate a lead event in Facebook Conversions as soon as a new record is added in Salesforce. Prep follow-up workflows without a single extra click.

          To use Facebook Conversions (for Business admins), you'll need full control access for the business asset associated with your ad account. Users with partial access can use the Facebook Conversions integration instead.

          Use lookalike audiences to find more of what you want

          A lookalike audience is a targeting tool that helps you deliver ads to new people who share similar characteristics with your existing customers. For example, let's say you want to drive more website visits. You might create a lookalike audience for engaged site visitors and then target that audience in an ad campaign.

          Lookalike audiences can help expand your ad audience and reach the right people, potentially leading to higher-quality conversions. If you're already using Meta's custom audiences, you can create a lookalike audience from an existing list.

          The faster approach? Automate the audience creation process with Zapier's Facebook Custom Audiences integration. Use these Zaps to update existing lists with new and updated customer info. 

          Add email addresses to Facebook Custom Audiences when new ActiveCampaign contacts are added to lists

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          • Facebook Custom Audiences logo
          ActiveCampaign + Facebook Custom Audiences
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            Cross-platform marketing lets you reach more prospects, but duplicating your contact data can quickly bog down your efficiency. Save a step with this integration, which automatically adds an email address to an audience in Facebook Custom Audiences whenever a new ActiveCampaign contact is added to a list. Double your outreach in half the time!

            Add new Pardot prospects to Facebook Custom Audiences for targeted email campaigns

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            • Facebook Custom Audiences logo
            Pardot + Facebook Custom Audiences
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              Effortlessly grow your Facebook Custom Audience with this seamless workflow. When a new prospect is added in Pardot, their email will be included in your chosen Custom Audience in the Facebook Custom Audiences app. This automation streamlines your marketing efforts and helps you target potential customers more effectively.

              Add new HubSpot contacts to Facebook Custom Audiences emails list

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              • Facebook Custom Audiences logo
              HubSpot + Facebook Custom Audiences
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                Expand your Facebook Custom Audiences effortlessly as new contacts are added to your HubSpot list. This integration adds every new contact from your HubSpot list directly to your Facebook Custom Audience, ensuring you never miss out on engaging potential customers. It's a seamless way to enhance your targeted marketing efforts and grow your audience reach on Facebook.

                Use your offline data to find more high-quality leads

                High-quality leads don't have to come at a premium price. Instead, you can use Zapier to connect your customer relationship management (CRM) data to Meta, which will use that offline conversion data to improve your targeting and attribution. 

                Here's how it works: Create a new Meta instant form campaign. Make sure you select Conversion leads as the performance goal. Then, create a Zap that sends new or updated CRM contacts to Facebook Conversions (for Business admins). 

                Here are a few Zap templates to get started:

                Create funnel events in Facebook Conversions from new contacts in Microsoft Dynamics 365 CRM

                • Microsoft Dynamics 365 CRM logo
                • Facebook Conversions (for Business admins) logo
                Microsoft Dynamics 365 CRM + Facebook Conversions (for Business admins)
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                  This Zap lets you effortlessly register each new contact captured in Microsoft Dynamics 365 CRM as a funnel event in Facebook Conversions. Set up this integration to automatically manage your prospect details and skip the tedious hassle of manual copy-and-paste!

                  Generate purchase events in Facebook Conversions from new contacts in list in HubSpot

                  • HubSpot logo
                  • Facebook Conversions (for Business admins) logo
                  HubSpot + Facebook Conversions (for Business admins)
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                    Updating your contact list means that your sales funnel needs to be updated too. That’s where this integration comes in. It automatically creates a purchase event in Facebook Conversions whenever a new contacts is added to a list in HubSpot.

                    Create funnel events in Facebook Conversions from new updated fields on records in Salesforce

                    • Salesforce logo
                    • Facebook Conversions (for Business admins) logo
                    Salesforce + Facebook Conversions (for Business admins)
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                      This integration will capture new updated fields on records in Salesforce and log them as funnel events in Facebook Conversions to track and optimize your ad campaign performance

                      You can also send purchases and other down-funnel events to improve your ad performance. Cariuma, an ethically sourced footwear brand, used Zapier to automatically send new orders as purchase events to Facebook Conversions—and doubled sales in the last year.

                      Send store orders, booked calls, and other funnel events to Meta with the Zaps below: 

                      Create funnel events in Facebook Conversions from new paid orders in Shopify

                      • Shopify logo
                      • Facebook Conversions (for Business admins) logo
                      Shopify + Facebook Conversions (for Business admins)
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                        This integration will capture new paid orders in Shopify and log them as funnel events in Facebook Conversions to track and optimize your ad campaign performance

                        Create purchase events in Facebook Conversions from new charges in Stripe

                        • Stripe (Legacy) logo
                        • Facebook Conversions (for Business admins) logo
                        Stripe (Legacy) + Facebook Conversions (for Business admins)
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                          This integration will capture new charges in Stripe and log them as purchase events in Facebook Conversions to track and optimize your ad campaign performance

                          Send purchase events to facebook conversions for business admins when new orders occur in Eventbrite

                          • Eventbrite logo
                          • Facebook Conversions (for Business admins) logo
                          Eventbrite + Facebook Conversions (for Business admins)
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                            Keep track of your Eventbrite orders and enhance your Facebook advertising strategy with this efficient workflow. Once an order is placed in Eventbrite, this automation will immediately send a purchase event in the Facebook Conversions app. This streamlined process offers valuable insights into your sales and allows for more effective ad targeting for Business admins on Facebook.

                            Combine strategy and automation for better results

                            Connect Facebook Conversions (for Business admins) with Zapier to get more out of these targeting strategies, from analyzing your broad targeting experiments to managing your lookalike audiences. With a little automation, you can run more effective campaigns, and squeeze more ROI from your ad spend.

                            This was a guest post by Jawondolyn Bandstra, a marketing manager at Meta. Want to see your work on the Zapier blog? Read our guidelines, and get in touch.

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                            A Zap with the trigger 'When I get a new lead from Facebook,' and the action 'Notify my team in Slack'