How to Connect Facebook Lead Ads to Your CRM with Make (No Coding Required!)

Turn on the appropriate switch in the campaign settings to enable Facebook to optimize based on conversion leads, and ensure historical data (at least seven days’ worth) is being sent to Facebook.

By connecting Facebook Lead Ads to your CRM using Make, you can optimize your ad campaigns for actual conversions (such as purchases or signed deals), not just lead form submissions. This helps improve lead quality and delivers better results for your ad spend.

Sending lead status updates from your CRM back to Facebook allows Facebook to learn which leads actually convert, enabling the algorithm to find more customers similar to your highest-value leads and optimize your ads for quality, not just quantity.

Make is a no-code tool that connects apps and automates workflows. It allows you to integrate Facebook Lead Ads with almost any CRM, automating the transfer of lead data and status updates without requiring any coding skills.

You need a Facebook Lead Ads campaign (including at least one campaign, one ad set, and one lead form), a CRM (such as Pipedrive), and a Make account.

Key information includes the lead's full name, company name, email address, and phone number, but you can customize the questions to fit your business needs.

A Facebook data source is a dataset that allows Facebook to receive updates from your CRM (via Make). It stores conversion events, helping Facebook optimize your lead ad campaigns for leads that actually progress through your sales funnel.

The Facebook Conversions API is used to send events (such as lead submissions and status updates) from your CRM, through Make, back to Facebook. This helps Facebook understand the outcomes of your leads and optimize accordingly.

A scenario in Make is a visual workflow that automates processes between different applications. In this setup, scenarios are used to automate the movement of lead data from Facebook to your CRM and to send updates back to Facebook.

You need to add a custom field in your CRM to store the Facebook lead ID. This field is essential for syncing and tracking individual leads between Facebook and your CRM.

By adding a filter in the Make scenario that compares the current stage ID to the previous stage ID and only triggers the event if they are different, indicating a true stage change.

By using Meta's testing tool, you can submit a test lead on your chosen Facebook page and form, then check your CRM to verify the new lead appears correctly.

Create a mapping within Make using conditional logic to translate stage IDs into meaningful stage names before sending updates to Facebook.

You should generate at least 200 leads per month so Facebook has enough data to properly optimize your campaigns.

Positive stages are stages in your sales funnel (such as negotiation or deal signed) that indicate strong progress or conversion and for which you want Facebook to optimize.

By configuring the sales funnel settings in Facebook's event manager, marking which stages are considered positive conversion stages, and excluding stages not relevant to optimization.

In the Facebook Ads Manager, within your ad set, scroll to the 'performance goal' section and switch from 'maximize the number of leads' to 'maximize the number of conversion leads,' then save the changes.

It serves as a unique identifier allowing Facebook and your CRM to refer to and update the correct lead across both systems during the entire sales process.

Tracking every stage provides detailed data for both Facebook and your team, allows for more accurate optimization, and gives insights into the effectiveness of follow-up and customer conversion.

Find out how to add a custom field in your specific CRM (for the Facebook lead ID) and map your own pipeline stages within Make according to your CRM’s structure.

Facebook will focus on finding leads that are more likely to actually convert into customers, improving both lead quality and the return on your ad spend.

Turn on the appropriate switch in the campaign settings to enable Facebook to optimize based on conversion leads, and ensure historical data (at least seven days’ worth) is being sent to Facebook.

By connecting Facebook Lead Ads to your CRM using Make, you can optimize your ad campaigns for actual conversions (such as purchases or signed deals), not just lead form submissions. This helps improve lead quality and delivers better results for your ad spend.