Ivanna Holubovska
AuthorThe Facebook conversion API is a powerful tool that allows you to track your website’s visitors and their activity on your site. This data can then be used to create custom audiences, test out different versions of ads, or even provide insights into who might be interested in the product.
The most popular way of integrating Facebook conversion API is using the Google Tag Manager server container. But there are other ways to do that: using Zapier, direct integration, integration with the CRM using webhooks, and much more.
There are many Facebook conversion API integration methods, each with its pros and cons. You can check out our article explaining how to set up Facebook CAPI using a GTM server container. This blog post describes how you can send data from your CRM to Facebook conversion API using webhooks.
How people interact with your business is a mystery that the FB pixel alone could never solve. Facebook pixel can help you understand the user journey better and attribute more conversions to Facebook ads for people interacting with your site.
Some companies may receive a decent number of offline orders or leads. For instance, purchases may be initiated online but completed in-store or through a call center.
While a Facebook pixel sends online activity through the web browsers your customers use when they visit your website, the Conversions API integrated with the CRM lets you send activity directly from your CRM. That gives you more control over the type of activity you can measure both on and offline.
One of the most popular use cases for integrating CRM with Facebook CAPI is tracking purchases from phone calls. Some people may see your ad on Facebook, click on the ad, but then might have some questions about products or services. That is why they may decide to contact your business and make purchases over the phone.
In this situation, Facebook had a significant impact on a user’s purchase decision. But it will never be attributed to any of your campaigns. Integrating CRM with Facebook will give you more information about what campaigns and ads drive conversions, including offline conversions.
The second use case is when you want to track purchases confirmed by the client separately. In this case, you can send webhooks whenever the order status changes to confirmed.
Another popular way of using webhooks is to track payments from PayPal or Stripe. If a purchase happened on PayPal or Stripe’s domain, you can’t access the user and product data, hence can’t send it to FB. The easiest way to track PayPal or Stripe transactions on FB is using webhooks.
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