Connecting Zoho CRM and Facebook Conversions API
Have you ever wondered how to capture and retarget leads who don’t come through your website forms or ad clicks? What about leads generated offline such as in-store visits, phone enquiries, emails, or cold calls? How do you track them, assign attribution, and nurture them with relevant ads and engagement?
This is exactly where the Facebook Conversions API comes into play. Facebook Conversions API lets you securely share your online and offline customer data directly with Meta. By sending important events and conversion details, you get a clearer picture of your customer’s journey. This helps improve ad performance, make reporting more accurate, and strengthen your retargeting.
How Does It Work? – An Example
Zylker Travel, a travel agency, runs Facebook ads to promote winter holiday packages.
John, a software engineer, sees the ad on Facebook and clicks through to a landing page with travel options. He’s interested, but not ready to enquire yet.
A few days later, he receives a Facebook Sponsored Message asking for his travel preferences. He fills out the form.
Soon after, Shruthi, a travel consultant from Zylker travels, contacts him by phone to understand his needs and share a customized itinerary. John finalizes his booking during the call.
In this scenario, John completes three touchpoints before booking:
- Facebook Ad (online)
- Sponsored Message (online)
- Phone call (offline, recorded in CRM)
The details of these touch points that led to the purchase need to be shared with Facebook Ads to help the platform understand that a combination of online ads and the offline phone call resulted in the sale.
Customer journeys are rarely linear. People explore, compare, engage, and only then convert. Facebook Conversions API (CAPI) helps you feed these touch points back to Facebook so the platform learns what drives conversions and shows your ads to the right audience and improving lead quality and campaign results.
Connecting Zoho CRM with Facebook Conversions API
Zoho LeadChain lets you connect Zoho CRM and Facebook Conversions API and synchronize the marketing data automatically from the Leads, Contacts, or Deals module. It involves the following steps:
- Connecting the apps
- Mapping the fields
Connecting the apps
This step lets you configure the source and the destination, in this case the source will be Zoho CRM and the Destination will be Facebook Conversions API. The source section lets you configure the module from which you would like to synchronize the data such as Leads, Contacts, or Deals.
The following options are also available to customize the flow of data from Zoho CRM to Facebook Conversions API further.
CRM Tags
Tags are like labels that are added to a lead or contact to help group, sort, or filter them as required. Specifying tags here while configuring the connection between Zoho CRM and Facebook Conversion API helps you filter out the right information and send them to Facebook from the Leads, Contacts, or Deals module and optimize your conversion.
CRM Campaigns
This option lets you synchronize the information of the leads or contacts who are associated with a Campaign in Zoho CRM. Say you have created a lead nurturing email campaign in your CRM, and you want all the leads who are part of the campaign to be sent to Facebook. You can select the appropriate CRM Campaign from the list, and all the leads will be automatically associated.
Pixel
A Meta Pixel is a data set added to your website that tracks the actions people take, like viewing a page, signing up, or adding items to their cart. It helps Facebook understand which ads are working and allows you to retarget people who showed interest. When you use the Conversions API together with the Pixel, Facebook gets more accurate data, helping improve ad performance and reduce costs.
Mapping the Fields
In this stage, you’ll map the fields between Facebook Conversions API and Zoho CRM. This determines what data from your Leads, Contacts, or Deals module will be sent to Facebook. Field mapping ensures that the right information from your CRM is associated with the corresponding fields in Facebook.
There are three mandatory fields you must map:
- Event Name – The name of the conversion event you’re tracking.
- Event Time – The date and time when the conversion took place.
- Event Source – The channel where the event occurred, such as by phone call, email, or in-store visit.
Customer details such as name, email, and phone number will be auto-mapped, but you can customize these mappings if required.
Note:
- The more fields you map, the better Meta understands user actions and behavior and helps in more accurate attribution and improved audience targeting.
Filter
If you don’t want all lead or purchase event data to be synced, you can apply a filter by setting specific criteria. Only the records that meet the selected condition will be synchronized.
For example, if you choose the Leads module, you can set a filter like:
- Field: Lead Status
- Condition: Equals
- Value: Qualified
Once applied, only leads with the “Qualified” status will be synced.
To connect Zoho CRM and Facebook Conversions API
- Go to the LeadChain module and click + Create new chain.
- Select Setup Now next to Facebook Conversions API from the template available to map the Source and the Destination automatically. Alternatively, you can also click Setup Now next to Setup on your own to map the Source and the Destination manually.
- Enter a suitable name for the chain.
- In the Source section, do the following:
- Select a Module from the drop-down list.
- Select an appropriate CRM Tag and Campaign from the drop down list.
- In the Destination section, do the following:
- Select a Facebook account from the drop-down list. If you haven't connected already, click + New Facebook Account to add a Facebook account to LeadChain.
- Select the Facebook Ad account
- Choose the Pixel from the drop-down list. Learn how to create a pixel in meta
- Click Proceed to Configure.
- Map the fields in Facebook Conversions API with the fields from Zoho CRM for Event name, Event source, Custom information and so on.
- Click Save and Publish. Alternatively, you can click the drop-down and select Save as Draft.
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