Tutorial Summary: Connecting Facebook Lead Ads to Your CRM Using Make

Objective

Learn how to connect Facebook Lead Ads to your CRM using Make (formerly Integromat) so you can optimize your ad campaigns for real sales conversions, not just lead form submissions.

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Key Benefits

• Optimize for Conversions: Tracking actual sales stages (e.g., sample sent, deal signed) gives Facebook better data to find higher-quality leads.
• Automated Lead Management: Automate pushing new leads from Facebook to your CRM.
• Closed-loop Feedback: Update Facebook on sales progress to improve ad targeting and ROI.

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Step-by-Step Overview

1. Setting Up Facebook Lead Ads

• Go to Facebook Ads Manager.
• Create a new campaign, ad set, and lead ad if you don’t have them.
• Design your lead form, capturing key details (full name, company, email, phone).
• Ensure your lead ad is correctly linked to the form.

2. Preparing Facebook for CRM Integration

• In Facebook Event Manager, click on “Connect Data.”
• Select CRM as the integration option, and proceed.
• Make sure you have at least 200 leads per month for sufficient data.
• Create (or select) a dataset and give it a name.
• Choose Make as the data integration partner.

3. Setting up Make (Integromat) Integration

• Sign up/log into Make.
• Create a Scenario (“visual workflow”) with three modules:
  1. Facebook Lead Ads Module: Watches for new leads via webhook.
  2. Facebook Conversions API: Sends form submit event back to Facebook.
     • Set Event ID to the lead’s unique ID.
     • Specify the event name (“lead”), event time, and action source.
  3. CRM Module (e.g., Pipedrive): Creates a new deal in your CRM.
     • Map Facebook fields to CRM fields.
     • Reference and store the Facebook Lead ID as a custom field.

4. Testing the Integration

• Use Meta’s lead ad testing tool to create a test lead.
• Confirm that the lead appears correctly in your CRM.

5. Sending CRM Stage Updates Back to Facebook

• Purpose: Send updates when a lead progresses through your sales pipeline.
• In Make, create a new scenario:
  1. Monitor CRM Deal Events: E.g., watch for stage changes in Pipedrive.
  2. Map Stage IDs to Friendly Names: Use conditional logic if your CRM only returns stage IDs.
  3. Send Update to Facebook Conversions API:
     • Includes event (stage) name, time, and Facebook Lead ID.
     • Specify the event source (“Pipedrive via Make”).
     • Choose the proper data source (created earlier).
  4. Add Filter for Stage Changes Only: Only proceed when stage IDs change.

6. Configuring Facebook Sales Funnel Optimization

• Requires at least 7 days of historical data.
• Assign and arrange stages matching your CRM (e.g., form completed, sample sent, negotiation, deal signed).
• Select which stages are considered “positive” (e.g., negotiation, deal signed).
• Activate the conversion optimization in Facebook Ads Manager:
  • In ad set settings, change the performance goal from “Maximize Leads” to “Maximize Conversion Leads”.

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Tips & Best Practices

• Custom Field Creation: Add a Facebook lead ID custom field in your CRM for unique lead mapping.
• Testing: Always run a full test flow to confirm proper data syncing.
• Stage Name Readability: Translate stage IDs to friendly names for clarity in Facebook analytics.
• Data Volume: Ensuring enough monthly leads improves Facebook’s optimization.
• Automation: With Make, most CRMs can be integrated—no coding required.

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Final Notes

• By creating this two-way integration, your Facebook ads can optimize for leads that actually turn into customers, improving ad ROI.
• Regularly maintain and audit your scenario flows in Make.
• You can adapt the steps if you use different CRMs; just ensure the mapping and logic align.

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