Facebook Conversion Leads Walkthrough in GoHighLevel

What is the difference between Funnel Events and Lead Events in Facebook Conversion API?

In LeadConnector, we support two types of Facebook Conversion API.

Funnel Events – 

The events are sent from a web server to record the events when the user visits the page, adds products to a cart, purchase, subscribe, submit an application, and more.

Lead Events – 

LeadConnector CRM tracks and transmits events as leads progress through different pipeline stages. For instance, a business may set up a pipeline called ‘Lead Generation,’ where leads transition from new prospects to booked or abandoned statuses. Using lead events, LeadConnector CRM serves as the data source, sending this information directly to the Facebook Conversion API for seamless tracking and optimization.

Conversion Leads – 

Facebook Conversion Leads integration enhances your Facebook Lead Ads Instant Forms by prioritizing lead quality over quantity. When a user submits an Instant Form, their contact details are automatically captured and synced with the CRM, enabling seamless follow-ups to nurture leads and guide them through the sales funnel. As each lead progresses, the integration allows advertisers to share lead status with Meta, helping Meta optimize lead ads for improved lead-to-sales conversion rates.

Guidelines to ensure your business is a good fit for the Conversion Leads integration:

• Use Facebook/Instagram Lead Ads (Instant Forms) [Facebook form field mapping inside LeadConnector is used]
• Ensure the 15-16 digit Meta Lead ID is mapped to your CRM
• Generate at least 250 leads per month
• Can upload data regularly at least once per day
• The lead stage you want to optimize for occurs within 28 days of leads being generated
• The lead stage you want to optimize for has a 1% – 40% conversion rate.

How to set up FB CAPI (Conversions API) Lead Event?

Step 1: Create an FB Pixel:

1. Please start creating a pixel by going to your Facebook Business Manager (also called the Meta Business Suite) > Head over to the left and then the Events Manager tab.
2. Ensure you are connected to the correct Ad Account with all the required Access to that FB Page.
   
   
3. Head over to the left sidebar and then click on Connect Data Sources
4. Choose CRM in the options that show up, and then click on Next.
5. It will show you a popup with Best Practices and a button to click Next. The Best Practices are Facebook suggestions on how to utilize this capability best. Click on Next to proceed.
6. Click on Create New Pixel or Use an existing pixel from the list for collecting the data. Click Continue when the pixel details are added.
7.  After creating or selecting the pixel. Choose “LeadConnector” as CRM partner and click on Next

8. You will see the below screen where your CRM is selected.

Important Note: If you are facing the issue of being stuck at “Wait for seven days of CRM events” make sure to – 

• Send the data daily (consistently) to your pixel 
• Make sure that the count of events adds up to at-least 50 events for 7 days.
• No test events will be considered as actual events 
• At least 2 stages in your pixel should have the pixel events
  

9. Now you can start sending CRM events for which you will need to set up two workflows which is explained below.

Please Note

Prerequisite for Facebook CAPI – Lead Events

1. In CRM, please go to Settings > Integration > Check the Facebook account is connected with admin permissions. Please ensure that your FB Business Page, which you are an admin of and have all access to, is integrated and the correct FB lead Form is mapped in your CRM account.

2. In Facebook From Field Mapping, the form should be mapped correctly and the status should be enabled. Facebook form mapping has moved under location settings > integrations > Facebook Form Field Mapping. 

Step 2: Create two FB Conversions API Workflows.

Please Note

You need to create Two Workflows for this process to work effectively.

The first workflow is designed to capture leads and seamlessly add them to the appropriate pipeline using the Create/Update Opportunity Action. Once a lead is acquired, proper tagging and categorization within the correct Pipeline and Stage are crucial for efficient tracking and management as it progresses through the sales funnel.

The second workflow is centered around triggering events for Facebook conversion leads. This workflow activates when a lead moves to a designated pipeline stage, prompting a Facebook Conversions API action to push the lead to FB CAPI.

By integrating these two workflows, you can build a robust lead generation and management system tailored for Facebook conversion leads. This approach enhances lead qualification, increases customer conversions, and ultimately drives business growth.

To send a CRM event from your CRM, you need to create a workflow that does that. For now, you can navigate away from the FB Events Manager> Data Sources> Settings (but keep it open in a tab in your browser)and head over to your CRM account.

Workflow -1 to Create/Update Opportunity

1. Once the FB page is integrated correctly in sub-account settings, go to your Automations> Workflows >Create a new Workflow.
2. Add a new Workflow Trigger in your Workflow and have it get fired off by Facebook Lead Form Submitted (if that is the first stage of your conversions flow)
   
3. You can add filters to choose which specific Facebook Lead Ad form to get the Workflow to be triggered by submissions to that form only
   
4. After this, add another action for “Facebook Conversion API”.
5. Add the required details for Access Token, Pixel ID and Stage Name.
6. For the Access Token, head over to your Facebook Events Manager> Data Sources> Settings> Scroll down and click on Generate Access Token. Once generated, copy the Access token and paste it in the workflow action configuration.
   
7. For the Pixel ID, head over  to your Facebook Events Manager> Data Sources> Settings> Scroll down and copy your Dataset ID (this will be Pixel ID). Paste the Pixel ID in the Pixel ID field in your Workflow’s FB Conversion API Action.
   
8. And then add the action for Create or Update Opportunity. Also specify the Pipeline and Pipeline Stage for this action.
   
9. The Opportunity Name can be defaulted to the Lead’s Full Name by using the custom value dropper:
   
10. Toggle on Allow Duplicate Opportunities for this particular Workflow.
    
11. Publish and Save the workflow

Workflow -2 to send Conversion data to FB Conversion API

1. Create another workflow. Add the Pipeline Stage Change trigger and a Facebook Conversion API action.
   
   
2. Choose Lead Event as the Event Type. Enter the Access Token and Pixel ID.
   
   
   For Stage Name :  It should accurately represent your Pipeline and Pipeline Stage name for better reporting. Select it using the tag icon at the end to add the custom value of the opportunity pipeline and stages.
   
3. For the Access Token, head over to your Facebook Events Manager> Data Sources> Settings> Scroll down and click on Generate Access Token. Once generated, copy the Access token and paste it in the workflow action configuration.
   
4. For the Pixel ID, head over  to your Facebook Events Manager> Data Sources> Settings> Scroll down and copy your Dataset ID (this will be Pixel ID). Paste the Pixel ID in the Pixel ID field in your Workflow’s FB Conversion API Action.
   
   
   
5. Save the Action, Save and Publish the Workflow.
   
   
6. You can test your Workflow using the Lead Ads Test Tool. Choose the correct Page and Lead Ad Form, then Create a Lead.
   
7. The Event should be picked up by your Events Manager, which is actively waiting for Events sent by your Workflow. It takes up to a day to successfully pick up an event sent by your Workflow.
   
   
8. Once the Event is sent from the Lead Ads Test Tool, please go to Opportunity Pipeline and move the dummy Facebook lead to another stage configured in the Workflow. Once this is completed, check the workflow status as executed and the conversion API event in Event Manager.
   
   

9. Return to the “settings” tab in Events Manager to track the progress of the Conversion Leads integration. 

Important Note – For both the above workflows, please enable Allow Multiple in Workflow Settings.