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Facebook Conversions API for CRM

With the Facebook Conversion API for CRM modules in Make, you can create lead events.

To get started with the Facebook Conversions API for CRM app:

  • create a Facebook account

  • create a Facebook Business Manager account at

  • create a new pixel specifically for the lead events in your Facebook Event Manager. The pixel should be of type CRM.

  • start sending simple "Lead" events with the Facebook Conversions API app immediately after you receive leads with Facebook Leads Ads app. More info can be found in the video below.

  • start sending lead status change events via Make to Facebook with the Facebook Conversions API for CRM app. The Facebook account used during the connection creation should be the admin of the Facebook Ads account and the newly created pixel.

  • after a week or so, you need to go to the Pixel's Settings and finish the configuration of your sales funnel to define the lead status that will be used for optimizing your Facebook Lead Ads Campaigns where the optimization is set to Facebook Conversions API for CRM.

Make strongly recommends watching the video below to understand the above prerequisites before you start using the app.


As mentioned in the video, in order to be able to use the Facebook Conversions API for CRM app, you first need to start capturing Facebook lead IDs in your CRM. To do so, you can start using the Facebook Lead Ads app on Make.

This app allows you to listen for new form submissions on Facebook and then pass the form data along with the Lead ID to your CRM. For more information, see the Facebook Lead Ads app.

Connect Facebook Conversions API for CRM to Make

To connect to the Facebook Conversions API for CRM app:

  1. Log in to your Make account, insert a Facebook Conversions API for CRM module in your scenario, and click the Add button next to the Connection field.

  2. Optional: Click Show Advanced Settings to enter the client credentials of your custom application.

  3. Add the details as provided below to connect the app:

    Connection name

    Optional: Enter a name for the connection.

    Your Business Name

    Enter your business name.


    Select the applicable currency for your business. For example, USD.


    Select the timezone applicable to your business.

    External Business ID

    Optional: Enter a unique Business ID.


    Make strongly recommends entering an External Business ID as a unique identifier to distinguish multiple businesses.

    This field is mandatory if you want to create multiple connections to multiple Facebook Business accounts.

    The ID can be any string of your choice but ensure the ID is unique for your different businesses if you run more than one business.

    For example, fubar-123 is for a business called Fubar.

    Client ID and Client Secret

    Optional: Client credentials of your custom application.

  4. Click Save and select your account settings for the connection.


    The connection setup could take up to 3 - 5 minutes.

You have successfully established the connection. You can now edit your scenarioand add more Facebook Conversions API for CRM modules. If your connection needs reauthorization, follow the connection renewal steps here.

List of modules to start with in scenarios with the most common CRM apps

Start by selecting one of the following CRM modules you want to connect to Facebook and upload lead events.

The following table provides the apps and the modules to start with these apps using Make:


Module to Start With



Watch Records

Monitors both creations and updates


Watch Records

Monitors both creations and updates


Watch Objects

Monitors both creations and updates


Watch Leads/Deals

The modules should be set to watch by modified time.

Microsoft Dynamics

Search Records

The Watch Records will only give you creations but not updates, so you will have to go with search and filter for records that have been edited since the last run.


You can create events with the following module.

Create a Lead Event

Creates a specific lead.


Establish a connection to your Facebook Conversions API for CRM account.

Event Name

Name of the event to capture the stages you use within your CRM.

Ensure to send all stages as they are updated, including the initial lead stage.

For example, your stages may include the following types.

If a lead reaches the final, Converted stage, all previous stages should have been sent beforehand.

  • Initial Lead from FB

  • Marketing Qualified Lead

  • Sales Opportunity

  • Converted

Facebook recommends using a variable to pass in the stages from your database. Alternatively, you could create a separate API call for each stage.

Event Time

A timestamp that indicates when your CRM updates the lead stage update event.

Facebook recommends using a variable to pass in the Unix timestamp values from your database.


The event_time parameter value can be up to 7 days before you send an event to Facebook.

Lead ID

The FB generated ID for every lead, a 15 or 16-digit number.

It is required to use Lead IDs instead of customer information for matching. Facebook recommends using a variable to pass in the ID values from your database.

Lead ID associated with a lead generated by Facebook's Lead Ads. This means you can only use this module when your lead originally came from Lead Ads, and you saved its Lead ID.

Lead Event Source

Name of the tool where the leads are coming from.

We suggest you use Make or anything regarding your business process. You can also use the name of the true source system. For example, CRMs such as Hubspot, Salesforce, Pipedrive, etc.,

Pixel ID

Select or map the Pixel ID of your Facebook account. To create and set up the Pixel ID, refer to Facebook help page.

Leave this field empty for the pixel ID you picked when creating or reauthorizing the connection. If you want a pixel under a different Facebook Business Manager account, create a new connection instead.

For more information, see the Facebook Conversions API for CRM Integration page.