1. Facebook Conversions API – step by step guide

Facebook Conversions API – step by step guide

The Facebook Conversions API (formerly Server-Side API) is designed to help businesses maintain data privacy while delivering personalized experiences to their customers without relying on browser-based tools like cookies.

Additionally, Conversions API provides businesses with:

  • Full funnel visibility:​ it offers businesses the ability to share a wider array of data with us currently captured by Pixel. This gives businesses full-funnel visibility.

  • Accurate data sharing:​ data sharing through Conversions API is more accurate than other methods; businesses don’t have to worry about data getting lost because of a browser crash or an ad blocker.

  • Data control: ​Conversions API gives businesses more control over what they share. That means businesses that implement the Conversions API can decide what to share and when to share it.

LeadsBridge will send anonymized data to Facebook using the SHA-256 algorithm.
By design, LeadsBridge will not store any sensitive data in its database.
LeadsBridge only acts as a “hub” or “middle-ware” that retrieves the information from your data warehouse (e.g. CRM, etc.), validates the information, and push to Facebook using their API.

In this guide, you’ll learn how to create a Bridge between your Facebook Conversions API and your CRM.

“Bridge” is the word we use to describe a connection between a Source, in this case, your CRM, and a Destination, in this case, your Facebook Conversions API.

Facebook Conversions API lets you:

  • Measure customer actions in more ways. For example, you can share delayed values, user scores, or lead scores and use them for optimization in our other business tools.

  • Improve reliability to send events for measurement and optimization when used along with the pixel. The Conversions API will help capture events that you may lose due to poor network connectivity or long page load times.

  • Control the data you share. You can include more meaningful data about your users, such as their user scores, alongside the event data you share with Facebook via the Conversions API.

This can help you better understand the ROI of your advertising and allows you to optimize for the outcome that matters most to your business.

After you finish your Bridge setup, LeadsBridge will start automatically syncing your data, retrieving them from your CRM, and keeping them synced with your Facebook account.

Conversions API step-by-step setup

Before you start

Initially, you’ll need to connect to LeadsBridge the Facebook Ad Account that you’ll be using in your Campaigns and create a System User.

  1. Log into your LeadsBridge account.

  2. Head over to the left sidebar and click on Facebook Suite and click on Ad Accounts

  3. Click on the Add New button and connect your Facebook Ad Account

  4. Then, go to System Users

  5. Click on the Add New button and select the Business Manager you want to create the System User. LeadsBridge will attempt the System User creation for you.

  6. Now, on the Facebook side, follow these steps:

    1. Go into Business Manager Settings:

    2. Select your Business Manager

    3. From the left menu, select Data Sources and then Pixels

    4. Select the Pixel you want to connect to CAPI (e.g. “My Facebook Pixel”) and click on the Add People button

    5. select LeadsBridge_SystemUser (which has been created at the end of step 5 above) and tick Manage Pixel

    6. Click to Assign to save and submit

Now that you have connected the Facebook Ad Account and created the System User, we can begin creating the Facebook Conversions API Bridge.

  1. Go to Facebook Suite and click on Conversions API.

  2. Click on Add New

Account information

This is the Destination step; in this step, you need to select the System User you want to connect to. When the Bridge is ready, LeadsBridge can periodically sync and update your CRM data with your Facebook Conversions API.

  1. Select the System User that you previously created from the dropdown

  2. Click on the Next button

Pixel settings


This is the first part of the Settings step; in this step, you should select the Pixel to which you want to send your data.

  1. In the Pixel dropdown, choose between creating a new Conversions API or select one that you’ve previously created.

  2. Under the Sync Each dropdown, you should define the Sync frequency you would like to use; we recommend using the 24 Hours sync frequency.

  3. Then, in the Start Sync At dropdown, you may choose at which specific time of the day you would like to start the syncing process; we advise you to leave it as Automatically Detected.

  4. Finally, click on the Next button.

Select source


This is the first part of the Sources step; in this step, you should select the CRM or Platform from which LeadsBridge will retrieve your data.

For these guidelines, we will use Salesforce and create a new Salesforce Integration. Still, you can use any of the hundreds of integrations available in LeadsBridge (e.g. SFDCHubSpotSFTPDatabaseCSV files).

After we have selected our Integration, we can click on Next.

Integration setup


This is the Integration step; in this step, you will create the connection with your CRM, in this case, Salesforce. If you have already created your Integration, you can jump to the next step.

The parameters may vary according to the Integration you’re using. To begin with, you should type your Integration name. In this case, I’ll name it My Salesforce® Integration.

Since we are using Salesforce, you should set some integration options such as Use sandbox? or Allow duplicates?.

After that, in the Manage ”Objects“ as dropdown, you should choose the kind of object you want to retrieve from Salesforce. If, for instance, your business uses the Salesforce Opportunity, please select that option in the dropdown. Otherwise, if you want to keep the Leads or Contacts from your websites synced, choose those kinds of objects.

Then, in the Use ”Segment“ as dropdown, you should choose the type of segmentation concept you would like to use when retrieving your Integration objects. Since we are using Salesforce, we may select List Views as a segment to receive the contacts that belong to a specific List. For instance, let’s say that you have a specific List View that contains all the contacts that showed Interest when being reached by your call centre.

Finally, after you have set all your Integration parameters, you can click on Authorize to set the connection between Salesforce and LeadsBridge.

After that, we can go back to the Bridge setup by clicking on Next.

Source setup


This is the second part of the Sources step; in this step, you can select the type of segmentation concept you want to use while retrieving the selected Source objects. For example, if you choose Salesforce, LeadsBridge will retrieve your List Views, which is a Salesforce segmentation concept.

Source Filter


Also, if you click on Source Filter, you will define Conditions on which you can set further segmentation filters for your contacts. In this way, you may allow contacts to be sent into your Facebook Pixel based on some conditions like, for instance, a filter that will only allow the syncing of contacts that have been assigned a specific State or Stage in your CRM.

After you have selected your Segmentation and optionally assigned your Source Filter, you can click on Next to continue with the following step.

Fields Mapping


This is the Fields Mapping step, is the third part of the Sources step and is the most important part of the Bridge creation. In this step, LeadsBridge will ask you to do the mapping between the fields requested from Facebook to recognize the Pixel with your CRM data.

Notice that Facebook doesn’t need to receive your contacts Email addressPhone number, and so on, but this kind of mapping between Facebook and the source CRM fields will increase the Matching Rate.

Facebook allows advertisers to send multiple pieces of information to recognize their users.
You can map 1st party data (e.g. email, phone, etc) or additional data (e.g. lead_id, browser agent data, fbclid, etc) to allow the Facebook platform to properly match your data with the Facebook platform data.

For sure, the more data you will send to the Facebook platform, the higher will be the matching rate, and the more accurate will be the attribution rate.

Here you can find a list of full matchable data

Make sure to map every mandatory value marked with a red star. Usually, Action SourceEvent Name and Event Time are mandatory values, so you should map them accordingly.

You may also want to map fields such as Event Value or Event Currency if, for instance, you’re syncing your opportunities, which usually have a specific amount.

Once that you have mapped all the required and any optional fields, you can click on Next.

Conversion sources


This is the last part of the Sources step; in this step, you can see the CRMs you have connected as Sources for your Facebook Pixel.

If you have other CRM sources that you may want to sync with your Facebook Pixel, you can add them by clicking on Add Another Source and repeating the previous steps.

In this case, we don’t need to add other sources to click on Next.



This is the Summary step; in this step, you can see your Bridge setup recap.

In this last step, you may set your Bridge on Live Sync and start sending your data into your Facebook Pixel, or set it as Simulation and allow LeadsBridge to elaborate and validate your source data, excluding the syncing process. Thanks to this latter option, you will be able to double-check the information sent to Facebook when you set the Bridge on Live Sync mode.

Finally, you can click on Publish to activate your Bridge.

That’s it. When the sync period begins, your Bridge will start the elaboration and validation of your Source data and, if you have set your Bridge on Live Sync, LeadsBridge will sync the data to your Facebook Pixel. So, once the first sync process ends, you’ll be able to see your matched CRM contacts inside your Facebook Events Manager.

Common questions for Facebook Conversions API

If you need assistance or have some related questions, do not hesitate to contact our Support at or HERE.