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4 ways to automate Facebook’s Conversion API tool with Zapier

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4 ways to automate Facebook’s Conversion API tool with Zapier

By Ana Gotter · December 15, 2020
The Facebook, Magento, HubSpot, and ManyChat logos

Any advertiser knows that the secret of a successful campaign is getting the right ads to the right people at the right time. Using accurate data is the most reliable way to do exactly that, which is where Facebook's Conversions API comes into play. 

Facebook's Conversions API allows advertisers and businesses to send information from their site directly to Facebook's servers without a need for the standard tracking pixel. Since an increased concern over privacy has led to enhanced user controls that allow users to essentially turn off data tracking, finding a way to sidestep the pixel is essential. 

In this post, we'll look at how you can automate Facebook's Conversion API tool with Zapier to create stronger and more relevant ads without the hassle. 

How to set up Facebook's Conversion API with Zapier

You can set up Facebook's Conversion API manually and without using third-party tools. This requires some coding and understanding how to set up different types of conversion events. You can see how to do this here

It’s much easier and more efficient, however, to set up the Conversion API tool with an integration like Zapier. 

In order to set up Facebook's Conversion API with Zapier, go to your Business Manager and then your Events Manager. Find "Connect Data sources" and then select "Partner integrations."

Image reads: "Connect Data Sources: Data Sources; Custom Conversions; Partner Integrations"

On this next page, search for Zapier to find the app quickly, and then select it. 

Search of the data connection platforms shows one result for "Zapier" under "All Categories"

You'll see the different zaps that you can use to automate your Facebook marketing. Find "offline event set" and "web signal." Then choose to connect your account to connect your website.

Dialog box reads: Connect to Zapier: Choose what you want to connect:" with two options: "Offline" and "Website"

Once you do this, you can set up Zaps to send different kinds of information to Facebook's servers, which you can use to run hyper-targeted and extremely relevant ad campaigns. 

How to use Zapier's integrations to send more information to the Conversion API 

Zapier has a number of different actions for Facebook Conversions, allowing you to send data to Facebook from not only your website but a number of different third-party tools so that you can create stronger and higher-converting ad campaigns.

Facebook Conversion Integration Details page

By accessing data that you wouldn't have had otherwise (or, at least, that Facebook wouldn't have had otherwise), you'll be able to reach more audiences that you might not have been able to retarget to without these integrations. 

Let's take a look at four high-value use cases for Zapier's Facebook Conversions integrations. 

1. Send new orders as purchase events 

It's important to remember that just because a customer made a purchase, it doesn't mean that their journey with you is done (or that you should stop advertising to them!). 

Instead, it means that the opportunity is ripe for re-engagement campaigns, including those that remind them to purchase again several months later or that show them similar or complementary items they may like. For example, if somebody buys a Christmas tree from you, you can show them ornaments and wreaths later.

Click the Use this Zap button below to get started with any of these workflows, or, to explore more ways to automate Facebook Conversions with Zapier, head to its page in our App Directory. You'll need a Zapier account to do this; it's free to sign up.

Not only will this open the door for new campaigns moving forward, it also helps with accurate attribution. This, in turn, gives you more accurate data to understand how well your campaigns are truly performing. 

2. Transfer email events to the Conversion API tool 

When you set up the pixel on your website, you can track when people view certain pages. The pixel only works on your website, however, and not any third-party platforms.

This means that people who clicked on an email can't automatically be shown a retargeting campaign on Facebook without you downloading a list of people who engaged and uploading that list to Facebook. 

Zapier, however, has multiple integrations that allow you to send information from HubSpot's email software right to Facebook. If you want to distribute retargeting campaigns to users who clicked to open an email but didn't click on the links within them, now you can.

3. Link lead generation from other platforms with Facebook 

Many businesses have complex, multi-channel funnels designed to capture users wherever they can. A single business may be using lead generation ads on LinkedIn, for example, in addition to using webinars and ebooks as lead magnets.

Previously, it was sometimes time-consuming to create and update custom audiences for leads collected off-platform. Zapier, however, makes it much easier.

You can send lead information from LinkedIn Ads straight to Facebook, for example. You can also send new registrations from GoToWebinar to Facebook as a lead event, too. 

Since these are high-intent audiences, you can follow up with campaigns designed to drive sales in addition to sending emails to the users. The combination increases your likelihood of converting the customer. 

4. Convert third-party messaging platforms into retargeting opportunities 

Approximately 67% of B2C businesses use live chat to provide support to their customers online. Previously, you could only ever get actionable information from them if you asked for an email address, which not all platforms do. 

With Zapier, however, there are some integrations that can help. The ManyChat template, for example, allows you to send custom events from the chat service to the Facebook Conversions API. You can now reach out to users who had quick questions through Facebook Ads, even if they have data tracking turned off and you wouldn't be able to retarget them with the pixel alone. 

If someone gets in touch, they're likely a high-intent consumer. They're interested enough to engage with your brand, and this can push them into the ad funnel.

Final thoughts 

Automation is an advertiser's best friend right now. There's so much data to track from so many sources, and if you aren't using automation software to sync it all up, you're likely letting potential customers slip through the cracks.

Using Zapier to send more information to Facebook's Conversion API allows you to successfully reach more of an audience that's already interested in you. This means higher conversion rates, lower CPCs, lower acquisition rates, and higher ROI. It's hard to say no to that. 

Are you ready to automate your Facebook Ads with Zapier's Conversions API integrations? Sign up for your free trial here.

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Ana Gotter picture

Ana Gotter

Ana is a strategic content marketer specializing in business, finance, and marketing writing, though she's worked across a range of industries. She works from her home in Orlando with her three dogs and can be contacted at www.anagotter.com.

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