Send data to required platform from Zoho CRM with Stape's app
Uliana Lesiv
AuthorThe Stape Conversions Tracking for Zoho CRM app allows you to send Lead status updates from Zoho CRM to advertising platforms such as Meta, Google Ads, and other services that support server-side tracking. It also sends offline conversion data, which can be used to improve campaign optimization and help target audiences that are more likely to convert.
Who can benefit from using Stape's app
Stape Conversion Tracking Zoho CRM app is an excellent solution for those businesses that are:
- Running Facebook Lead Ads campaigns
This type of ad campaign is targeted at lead generation using a lead ad. The process starts when a new lead is generated from a Facebook form submission. Users fill out a form, and the data is automatically sent to Zoho CRM. Then you can continue working with the lead interested in the product or service. Lead acquisition marketing strategies can help you get more out of every form submission. Stape's app reports the data on the statuses of your leads to the Meta Dataset. Based on this data, Meta can optimize the campaigns to reach audiences that are more likely to convert.
- Using the server GTM container, and need to send data to other platforms
This option is available when the app is configured with server GTM. Since the data is primarily sent from the CRM to the server GTM, you can set it up to forward the data to any platform that supports server-side tracking.
- Having a lot of offline conversions
Businesses that build their marketing funnel starting with online promotions on the Meta platform and have a lot of purchases from phone calls, online meetings, or from physical stores. Once you add the record about the purchase in CRM, Stape's app will automatically send it to Meta.
- Having or planning to set up and automatically update Meta Custom Audiences
Stape’s app allows you to manage Meta Custom Audiences directly from the server. Through integration with the Meta Marketing API, it can automatically add or remove users from specific audiences in real time. This ensures your audience data stays accurate and up to date without requiring any manual maintenance.
- Need to create and automatically maintain Customer Lists in Google Ads
The app automatically creates and updates Google Ads Customer Match lists based on your CRM data. You can then use these lists to target or exclude specific audience segments when building and optimizing your advertising campaigns.
- Already using or wanting to implement server-side tracking
The app uses a server-side approach via Stape's platform. You can select the app integration method - Meta CAPI Gateway, Signals Gateway, or server GTM. So, if you have already implemented server-side tracking or are just going to do it and use Facebook for advertising, our app is a perfect solution to collect data precisely and optimize the campaign's performance.
Key app features
| Feature | Description |
|---|---|
| Automatic reporting of lead statuses from Zoho CRM | You don't need to upload manually CVS files with status updates; the app will automatically send them to Meta. |
| Sending offline conversions to Meta | Feed Meta algorithms with offline conversion data to improve audience targeting. |
| Multiple integration options | Select the integration method that fits your needs best: Meta CAPI Gateway, Signals Gateway, or server GTM. |
| Single-screen configuration with a user-friendly interface | The app is easy to configure and doesn't take a lot of time to complete. |
How to configure Stape Conversion Tracking Zoho CRM app
App installation
1.1 Install Stape Conversion Tracking Zoho CRM app on the Zoho CRM marketplace.
1.2 Confirm Terms of Service and provide the app with needed access:
1.3 Select who should have access to the app. We recommend choosing Install for all users at this step.
1.4 Once you click Confirm you will be redirected to the page that is shown below, you need to reload this page.
1.5 To find the Settings of the app, you should go to Modules section and click on Stape App:
1.6 Click the Connect with Zoho CRM button.
1.7 You will be redirected to a new tab; here, click Accept.
Integration methods and their differences
The Zoho CRM app by Stape provides 5 different integration methods for sending lead data to your marketing platforms.
| Note: You can configure multiple tabs/methods; each one runs on its own. |
Meta Conversions API Gateway (CAPIG)
This integration is built for Meta platforms such as Facebook and Instagram. It sends CRM event data directly to the Meta Conversions API.
Meta CAPIG is best for users who only need to track offline conversions and events in Meta. It is the most direct and simplest way to connect CRM data to Meta, but it is limited to Meta’s ecosystem.
Signals Gateway
Signals Gateway is the unified routing solution. Instead of sending data separately to each platform, you send it once to Stape and then distribute it to multiple destinations.
Signals Gateway is best for users who, besides Meta, want to connect a few other platforms and look for a balance between simplicity and flexibility. Signals Gateway is more powerful than CAPIG (as it provides the option to add other platforms), and easier to configure than server-side GTM.
Server Google Tag Manager (sGTM)
This method integrates directly with your server-side Google Tag Manager container. It gives you full control over how data is processed and routed.
Server GTM is best for tracking setups that require custom logic or integrations with other platforms that Signals Gateway doesn’t provide. It offers the highest level of customization and control, but requires more technical setup and ongoing management.
Customer Match (Google Ads)
It sends CRM audience and contact data directly into Google Ads, where it is used to create and update Customer Lists for targeting and remarketing.
Customer Match is best for users who run Google Ads campaigns and want to build and automate Google Ads audiences based on CRM activity, such as leads, opportunities, and customer lifecycle stages.
Meta Custom Audiences
The method focuses on syncing CRM data to Meta Custom Audiences for retargeting and segmentation. Once configured, it sends data about users who have already interacted with your website or CRM into Meta, so you can target them based on their stage in the customer journey.
Meta Custom Audiences is best for advertisers who want to retarget and re-engage users who have already interacted with their business.
Configure the app based on the configuration method
Integration method depends on your tracking setup and goals, and/or on your current experience with Stape. Click on the section below that corresponds to the tracking method you use:
CAPI Gateway
Before you start
Make sure you have an active Stape account with Meta Conversions API Gateway.
If you don't have an account on Stape, please create one or log in if you already have. In the main menu click More Gateways → Meta CAPIG → Create CAPIG on the top right.
Add name, email, and server location for new CAPIG. Then, choose the subscription plan and add billing details.
After creating Meta Conversions API Gateway in your Stape account, connect your Meta Dataset (Pixel) - just click Add data source → authorize in Meta → select the Business Manager and Dataset (Pixel) you want to connect.
To increase the events match quality, please enable Automatic advanced matching.
For more detailed instructions, check Stape's article on how to set up Meta Conversions API Gateway.
App setup
The setting process can be divided into two parts:
- Meta and Stape accounts data
- Zoho CRM fields
You will see the app Settings page that needs to be configured:
Integration - switch Activate toggler on to enable the current integration (tab) to run in the background.
Meta Dataset (Pixel) ID
The Meta Dataset (Pixel) ID is a unique identifier that is used to configure integrations and view events in Events Manager. You can find it in your Meta account in Data Sources' Settings tab. To find Meta Dataset ID follow the steps below.
1. Log into your Facebook Business Manager → Click All tools in the left-hand menu options.
2. In the pop-up menu, find Events Manager → Data Sources.
3. Go to the Settings tab and find Dataset ID.
CAPIG API Key
The CAPIG API Key is an alphanumeric string value that is needed for app identification. Find the CAPIG API Key in the CAPIG settings section of your Stape account.
To find the CAPIG API Key log into your Stape account → More Gateways → Meta CAPIG → choose the right CAPIG from the drop-down menu.
In the CAPIG settings see Show CAPIG API Key.
Map your CRM fields to conversion event parameters
- (Optional) Pick a field where Meta Lead ID is stored. Note dropdown will only reflect custom fields.
- Configure additional User data you'd like to send to Meta, by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on statuses of your Leads, whenever a lead reaches a status you define, a corresponding event will be sent towards your Meta Dataset (Pixel). So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Lead stage to trigger an event. In a box to the right, type the event name you'd like to send to Meta.
- Select the Send all statuses checkbox if you want to send all Leads stages as events to Meta. Events are then named automatically and consist of a Lead status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message your installation is complete and the application will send conversion events in the background based on your settings.
Signals Gateway
Before you start
Make sure you have an active Stape account with Signals Gateway
If you don’t have an account on Stape, please create one or log in if you already have. In the main menu click Signals Gateway → Create Signals Gateway on the top right.
Add name, email, and server location for new Signals Gateway. Then, choose the subscription plan.
For more detailed instructions, check Stape's article on how to configure Signals Gateway.
App setup
The setting process can be divided into two parts:
- Signals and Stape accounts data
- Zoho CRM fields
Integration
Switch Activate toggler on to enable the current integration (tab) to run in the background.
Signals Gateway Pixel
Signals Gateway Pixel ID is a unique identifier that is used to configure integrations and view events in Signals Gateway. You can find it in your Signals Gateway account in the Data Sources tab:
1. Log into your Signals Gateway → Click Data Sources in the left-hand menu.
2. Choose your data source in the dashboard.
3. Click Setup guide → and find your Pixel ID on the top of the menu
Signals Gateway API Key
The Signals Gateway API Key is an alphanumeric string value that is needed for app identification. Find the Signals Gateway API Key in the Gateway settings section of your Stape account.
- Log in to your Stape account.
- Select Signals Gateway.
- In the Settings section, you will see the Gateway API Key.
Zoho CRM fields
Next you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where Meta Lead ID is stored.
- Configure additional User data you'd like to send to Meta, by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on statuses of your Leads, whenever a deal reaches a status you define, a corresponding event will be sent towards your Signals Gateway Pixel. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Lead status to trigger an event; in a box to the right, type the event name you’d like to send to Signals Gateway pipeline.
- Select the Send all statuses checkbox if you want to send all Leads stages as events to Signals Gateway pipeline. Events are then named automatically and consist of a Lead status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message your installation is complete and the application will send conversion events in the background based on your settings.
Server GTM
Before you start
Make sure you have an active Stape account with a server GTM container hosted on Stape.
If you don't have an account on Stape, please create one or log in if you already have. In the main menu click sGTM → Create container on the top right.
Add your container name, Container Configuration that you copied from your Google Tag Manager Server Container, and select server location. Click Create Container.
For more detailed instructions, check Stape's article on how to set up a Google Tag Manager server container.
App setup
The setting process can be divided into two parts:
- Stape account data
- Zoho CRM fields
Integration
Switch Activate toggler on to enable the current integration (tab) to run in the background.
Container API Key
The Container API Key is an alphanumeric string value that is needed for app identification. Find Container API Key in the Container settings section of your Stape account: select sGTM container and in the Settings section, you will see the API Key.
Zoho CRM fields
Next you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where Meta Lead ID is stored.
- Configure additional User data you'd like to send to server GTM, by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on statuses of your Leads, whenever a deal reaches a status you define, a corresponding event will be sent towards your server GTM container. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Lead status to trigger an event; in a box to the right, type the event name you’d like to send to server GTM.
- Select the Send all statuses checkbox if you want to send all Leads statuses as events to server GTM. Events are then named automatically and consist of a Lead status name. You can also select stages to ignore in this case.
Once done, click Save and Connect. Once you see a success message your installation is complete and the application will send conversion events in the background based on your settings.
Configure sending data to the required platforms
With the current setup, the app will send events to your server GTM container, but to distribute them to platforms like Meta, TikTok, Google Ads, or any other, you need to configure the CAPI tags inside GTM to fire accordingly.
1. Configure the Data Client to claim the JSON requests sent from the CRM app. Go to the Templates → click “New” → upload the Data Client template you’ve previously downloaded from the Github.
2. Go to the Clients section of your sGTM container → click “New” → select Data Client. That’s basically it, your configuration will look like in the screenshot below. Click “Save”.
3. Select the platforms you need to send data to from sGTM. While setting up server-side tracking with sGTM, you might have already configured the CAPI tags for the required platforms, for example:
Or any other tags for platforms that support server-side tracking. You will need to use them to configure sending data from your CRM to the required platforms.
To give you an understanding of how to configure the tags this way, we will take the Facebook platform as an example. You should map the events according to the requirements of the platforms you use.
4. Create a new Facebook CAPI tag. Go to the Tags section in sGTM → add “Facebook Conversion API” as tag type.
5. Configure the tag.
Event Name Setup Method: Override
- Event Type: Custom. Select a built-in variable “Event name”.
- Action Source: System Generated.
- Add Pixel ID and generate API Access Token: for the detailed instructions on how to find these values, please refer to our guide on where to find Meta Pixel ID and API Token.
Here is an example of how your configuration will look at this point:
- User data section: select properties from the drop-down list - Lead ID, Browser ID, Click ID. These three are basic.
For each property, add a variable that will take the appropriate value from the request sent from the CRM app.
Create a following variable for Lead ID:
- Variable Type: Event Data
- Key Path: lead_id
Create two different variables for Browser ID and Click ID:
- Variable Type: Event Data (for both), as the IDs will be retrieved from the event sent from CRM, not from the cookie.
- Cookie Name: fbp (for Browser ID variable) and fbc (for Click ID variable)
Here is an example of the user data section configuration:
- Custom data section: add a few custom fields to identify the source of the event.
Event_source property name with crm value.
lead_event_source - as property value, add a variable with the following configurations:
- Variable Type: Event Data
- Key Path: lead_event_source
Here is how this configuration will look like in the tag:
6. Add a trigger for a tag.
Use the following configurations:
- Trigger type: Custom
- This trigger fires on: Some events
Besides, add the following conditions for a tag to trigger:
- Client Name equals Data Client
- Action Source equals system_generated
The variable for action source must have configurations as on the screenshot below:
- Event Source equals crm
Configure the variable for the event source as shown in the screenshot:
As a result, your trigger will look similar to the example from the screenshot below:
7. Test the setup.
Since it is, in fact, a webhook that is sent from CRM to the server GTM, you can refer to the article on debugging incoming webhooks in server GTM for the detailed instructions.
Customer Match
If you are using Customer Match as a configuration method for the Stape Conversions Tracking Zoho CRM app, once configured, a new Customer List will be created in Google Ads. Please note that only Customer Lists created automatically by the Stape connection are supported.
Manually created or pre-existing lists in Google Ads will not be populated. For more info on the Customer List, please check our article.
App setup
The setting process can be divided into two parts:
- Stape and Google Ads accounts data
- Zoho CRM fields
Stape and Google Ads account data
You will need to fill in the following fields:
- Integration - switch Activate toggler on to enable the current integration (tab) to run in the background.
- Container API Key - a string used for app identification. Find Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find Container API Key.
- Google Ads Operating customer ID - the ID of the Google Ads account where the Customer List will be created or updated. To get it, sign in to your Google Ads account → in the top right corner, click on your picture → copy the value.
Please make sure to remove hyphens before using the string as the Operating customer ID.
- Google Ads customer ID - stands for the ID of the account that you're using for authorization. Based on the type of account, you should copy the following values.
- If you're using your customer account, use the customer account ID.
- If you access the customer account through a manager account, use the manager account ID.
Please make sure to remove hyphens before using the string as the customer ID.
Zoho CRM fields
Next, you need to map your CRM fields to audience member identifiers.
- User data - choose the data you want to fill the Custom Audience in Meta with, and specify user and ads data consent status from the drop-down list.
Please note: Address data will be included only if all four fields (First Name, Last Name, Region, Postal Code) have values.
- Actions & triggers - choose Action, Lead Status, and name a Customer List to be synced to. After configuring Customer Match in the Zoho app, a Customer List will be created in Google Ads.
Please note: stape_ is always appended, and the name of the list must always start with stape_, e.g., stape_zoho_purchasers.
- Backfill - if you check this box, the app will sync existing contacts using the settings in the app above. When the unchecked box is selected, it will sync only new contacts that reach the configured statuses. Unchecking later doesn't remove contacts already synced.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will send conversion events in the background based on your settings.
Meta Custom Audiences
If you are using Meta Custom Audiences as a configuration method for the Stape Conversions Tracking Zoho CRM app, once configured, you will send data on users who have already interacted with your website to Meta. The platform will use the data to target users based on their specific stage in the customer journey.
Before you start
1. Make sure you have an active Stape account with a server GTM container hosted on Stape.
If you don't have an account on Stape, please create one or log in if you already have one. In the main menu, click sGTM → Create container on the top right.
Add your container name, the Container configuration that you copied from your Google Tag Manager Server Container, and select the server location. Click Create Container.
| For more detailed instructions, check Stape's article on how to set up a Google Tag Manager server container. |
2. Create a custom audience in Meta.
We show how to do it in detail in our guide on Meta Custom Audiences in step 1.
3. Enable the Meta Connection in your Stape admin account.
Open the required container, go to the Connections tab, and click Sign in next to Meta. Use an account that has access to the Meta Ads where you need to update the custom audience.
App setup
The setting process can be divided into two parts:
- Stape account data
- Zoho CRM fields
Stape account data
You will need to fill in the following fields:
- Integration - switch Activate toggler on to enable the current integration (tab) to run in the background.
- Container API Key - a string used for app identification. Find Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find Container API Key.
Zoho CRM fields
Next, you need to map your CRM fields to audience member identifiers.
- User data - choose the data you want to fill the Customer List in Google Ads with, and specify user and ads data consent status from the drop-down list.
- Triggers & actions - choose Action, Lead Status, and Audience ID to be synced to (the custom audience you’ve created in Meta).
To find Audience ID - go to the Audiences section in Meta Ads, click Columns, enable Audience ID, then copy the ID of the required custom audience once the column appears.
- Backfill - if you check this box, the app will sync existing contacts using the settings in the app above. When the unchecked box is selected, it will sync only new contacts that reach the configured statuses. Unchecking later doesn't remove contacts already synced.
Once done, click Save and Connect. Once you see a success message, your installation is complete, and the application will sync audience members to your Meta custom audience in the background based on your settings.
Settings editing
If you have some changes in the funnel or you want to change the events you send to platforms, you can always edit your app configuration.
To do this, go back to the settings page via a dedicated item in the side menu or go to the Installed Apps section of the marketplace:
Conclusion
The Stape Conversion Tracking Zoho CRM app bridges the gap between your CRM and Meta platform. The app automatically sends data from your Zoho CRM app to Meta on Leads' updates. With this data, Meta will optimize the campaign performance and improve audience targeting.
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