Connect Salesforce® Marketing Cloud to Facebook Conversions API with LeadsBridge

In this article, you'll learn how to set up the bridge and connect Salesforce® Marketing Cloud to My CRM Example using LeadsBridge.

How to set up your bridge step-by-step tutorial

Before you start

Head over to the left sidebar and click on the Create new Bridge green button
You'll be taken to the first step of the bridge creation

Step 1: Choose the apps you want to connect

Choose Salesforce® Marketing Cloud as the source for your bridge
Choose Facebook Conversions API as the destination for your bridge
Click on the Continue button
At this point you can choose a name for your bridge (this will only be visible inside LeadsBridge and you can also edit it later)

Step 2: Configure your Salesforce® Marketing Cloud with Facebook Conversions API

Step 2.A: Setup your Salesforce® Marketing Cloud integration

Click on Connect Salesforce® Marketing Cloud
Click on Create new integration to connect your Salesforce® Marketing Cloud (or select an existing one from the dropdown if you already connected it)
A popup wil be opened where you can authorize the Salesforce® Marketing Cloud integration
Fill Client ID, Client Secret, Authentication Base URI field to connect Salesforce® Marketing Cloud with LeadsBridge
Click on the Authorize button
You can choose a name for this Salesforce® Marketing Cloud and LeadsBridge integration (you can also edit it later)
Once done, click on Continue button and you will get back to the bridge experience where you could choose additional integration settings
Now that your Salesforce® Marketing Cloud is connected, you can continue with the set-up of your bridge

Step 2.B: Configuration details for Salesforce® Marketing Cloud

How to get Client ID, Client Secret, Authentication Base URI

Log into Exact Target with an Admin User

On the top right of the screen, next to your username, make sure to select the correct Company, or Business Unit, that you want to connect with LeadsBridge

Click on your username on the top right of the screen

Click on Setup

Go to Apps » Installed Packages, under Platform Tools

Click on New at the top right of the screen

Give a name to your New Package, for example LeadsBridge

Click on Save

Click on Add Component

Select API Integration, then click on Next

Select Server-to-Server, then click on Next

Click on the Edit button of the API Integration you just created

Flag the following items:

Under Channels » Web, flag Read, Write and Publish

Under Contacts » Audiences & Contacts » List and Subscribers, flag every item (if you want to use Lists)

Under Data » Data Extensions & Data » File Locations, flag every item (if you want to use Data Extensions )

Click on Save

Copy the Authentication Base URI, Client ID and Client Secret from the API Integration you have just created on Exact Target

Paste that information inside your LeadsBridge integration setup

Step 2.C: Setup your Facebook Conversions API integration

Click on Create new integration to connect your Ad account (or select an existing one from the dropdown if you already connected it)
You will be prompted to the Ad platform authorization experience. Here you will need to grant LeadsBridge access on click on the Authorize button
Once done, you can choose a name for this Facebook Conversions API and LeadsBridge integration (you can also edit it later)
Once the authorization pop up is closed, you are ready to select from the dropdown the Ad Account and all the required parameters, including the sync frequencies.
Use Simulation functionality in order to test the source data and receive a report to verify the information processed
Now that your Facebook Conversions API integration is fully set up too, you can click on the Continue button

Notes for the simulation mode: A published bridge with simulation ON is not sending any data, the simulation has to be switched off to have the audience being created, up and running on the Advertising platform. You can edit it later from inside the bridge if you want to go live and send the data.

Step 3: Fields Mapping

Here you'll be able to map your Salesforce® Marketing Cloud information with your Facebook Conversions API fields.

You will have Facebook Conversions API fields on the left. Match the information you wish to pass align from Salesforce® Marketing Cloud
Based on Facebook Conversions API functionality, some fields might be required; if this is the case, you can identify those fields with a * (star), so be sure to map all them
You can also use the functions to customize information like reformatting dates and times or modifying text, phone numbers and so on.
You may leave blank the box of a field's information you don't want to send through. Clicking on the Show unmapped fields button you will have visibility on all the available fields still not mapped

Step 3.A: Leads Filter (Optional)

If you'd like you could add a filter for incoming leads. This filter will sync only leads that meet the configured conditions

Click on the link Add Filter for Incoming Leads on the top left
A popup wil be opened where you can configure the filter
You can define a series of condition to filter the leads. The lead will be synced only when all the conditions will be met
Once finished, click the Save Changes button to switch back to the Fields Mapping to continue with the bridge configuration

Step 4: Save and Publish

Click on the Save and publish button

Congratulations! Now your bridge is up and running

Common questions for Facebook Conversions API

How does Facebook Conversion API work?

Facebook Conversions API is Facebook’s new way of sending events (e.g. conversions) to the Facebook platform allowing the advertiser to specify which data to send and therefore have full control of the data sent to the Facebook platform. To understand how Facebook Conversions API works, here's a breakdown of the key steps:

User enters the website: When a user visits your website, ensure that you have a Facebook Pixel in place. The Facebook Pixel stores essential user data in cookies.
Server saves user information: Similar to saving IP addresses and other parameters, your server will securely store user data collected by the Facebook Pixel.
Event triggering: When a user triggers an event, such as making a purchase or submitting a form, your server will send a request to the Facebook server. This request includes information about the event and the user data saved by your server.

To use Facebook Conversions API, you need to set up the following:

Meta Business Manager: This is a mandatory requirement as it allows you to use Meta Conversions API effectively. Ensure that your Facebook Pixel is associated with the Business Manager.
Facebook App: You need to set up a specialized Facebook App that works with Facebook Conversions API. This app is combined with your Business Manager for seamless integration.

Facebook Conversions API tracks various events, including:

- Leads

- Affiliate payments

- Find locations

- Phone calls

- Form submissions

- Purchases

- Email subscriptions

- Subscription changes

How to use Facebook Conversion API?

To use Facebook Conversion API effectively, companies should consider the following:

By utilizing both the Conversions API and Pixel, advertisers can achieve optimal full-funnel tracking and reliable data sharing. This ensures more robust tracking capabilities and enhanced data insights to drive successful advertising campaigns.
With the Conversions API, advertisers can capture additional data such as CRM data and lower funnel events. This allows for a more comprehensive understanding of customer behavior and enables better targeting and optimization strategies.
While some companies have the option to develop the Conversions API technology in-house, it may not always be the optimal solution. With existing operational duties, using a trusted Facebook Marketing Partner (FMP) like LeadsBridge can provide a streamlined and efficient way to leverage the Conversions API without encountering the mentioned challenges.

Why use Facebook Conversion API?

Facebook Conversion API, provides several benefits for businesses looking to optimize their advertising on the platform. Here are some reasons why you should consider using CAPI:

Accurate measurement of actions: With CAPI, you can precisely track and measure various events, including delayed values and user/lead scores. This allows you to gather valuable data for optimizing your campaigns with other Facebook tools.
Improved targeting data accuracy: When paired with Facebook Pixel, CAPI enhances the accuracy of your targeting data. This means that you can better reach your desired audience and improve the overall effectiveness of your ads.
Complete control over data sharing: CAPI gives you the power to decide what data to share and when to share it. You have full control over your business's marketing data, providing peace of mind and ensuring data privacy.
Direct link between your data and Facebook: By using CAPI, you establish a reliable connection between your marketing data and Facebook. This connection enables seamless data collection from your website, apps, and offline conversions, allowing for personalized campaigns and better conversion rates.
Comprehensive view of the customer journey: Combining the capabilities of CAPI and Pixel provides you with a holistic view of your customer's journey. You can track a higher number of conversions and gain deeper insights into the performance of your Facebook campaigns.

Do you need help?

Here some additional resources:

Salesforce® Marketing Cloud documentation page and common questions
Facebook Conversions API documentation page and common questions
LeadsBridge KNOWLEDGE BASE
Contact support from your account clicking on the top right Support button

How to connect Salesforce® Marketing Cloud with Facebook Conversions API