Integrate Facebook with Odoo for automated lead tracking

🤔 Before starting: keep in mind that the provided solutions in this article (Odoo CMS and CRM apps) work not only for Meta. If you need to integrate other platforms, you can easily do it with the help of the apps (we explain nuances and the config process in this article below).

There are multiple solutions available on the Odoo marketplace (Odoo CRM modules or apps) that allow you to integrate Facebook with the Odoo website. The nuance is that most of them are paid. The price is around $130 on average.

You still can find some free solutions for Facebook integration, but a frequently met drawback is the lack of customization and control over data sent to platforms such as Meta. It can be a problem if you target an EU audience with strict data privacy regulations (like GDPR).

To meet the tracking needs of Odoo website owners (in particular, our clients), the Stape team has developed a free app for Odoo CRM. It allows you to easily integrate Facebook with your Odoo CRM and do the following:

• Send Facebook Leads to Odoo in just a few clicks
• Automatically send the webhooks to Meta when the lead stage changes

Due to the support of server-side tracking, you can gain higher data accuracy and more control over the data that third-party platforms receive.

Here is how it works:

The tracking scripts collect the user and conversion data from the website and send it to a cloud-based server. The server then processes and forwards this information to third-party platforms.

In this setup, the cloud server acts as an intermediary between the website (or other data sources) and external tracking vendors. Due to this "intermediary," you can collect data more precisely, minimizing the impact of ad blockers and browser restrictions (ITPs) on your data collection.

While configuring the app (consider in detail below), you can exactly specify what user and event data should be sent to Meta when the lead stage changes. In this way, you get more control over what user data from your CRM can be sent to other platforms.

As we mentioned earlier, the app is completely free, but you need to have some server-side solution in place. The app provides the following configuration options: Meta CAPIG, Signals Gateway, and server GTM.

You can opt for the solution that will be a better option for the specific businesses' needs. If you're considering the implementation of server-side tracking and the Odoo CRM app for Facebook integration, expand the collapse element below for the methods comparison.

To integrate the Facebook Pixel into your website, you need to do the following steps (we provide detailed guides on each step):

• Configure Facebook Pixel tag for web GTM - at this step, you should create Facebook Pixel and add the tag to the web GTM;
• Configure server-side tracking solution for Meta (Meta CAPI, Meta CAPIG, Signals Gateway) - especially important if you would like to configure Odoo CRM app from Stape to connect Facebook Leads and send webhooks when lead stage changes.
• Add the web GTM snippet to your website pages (opt for a free Odoo CMS app, if you're using another CMS, pick the appropriate one from the list of CMS apps; if your CMS isn’t on the list, please search on the platform marketplace, you need a solution that automatically inserts GTM snippet on every website page) - in the first step, you've added the Facebook Pixel tag to the GTM, and now, the GTM tracking snippet should be integrated with your website to start tracking data.

Instead of exporting leads from Facebook and importing them into the CRM manually, new leads can automatically be sent to Odoo CRM in real time.

The automation helps sales teams respond faster to incoming leads and reduces the risk of missing potential customers. It also centralizes lead data inside Odoo CRM, so customer communication management becomes easier, and opportunity stages are tracked more conveniently.

Facebook Lead Ads collect leads directly within Meta and automatically transfer them to your CRM. As leads progress through the sales pipeline, the app sends lead stage updates (e.g., qualified or converted leads) back to the Meta Dataset. Meta can then use this enriched CRM data to improve campaign optimization, audience targeting, and overall advertising performance.

One of the most beneficial automation features in a Stape Conversion Tracking app for Odoo CRM is sending data on changes to Meta when lead stages change inside Odoo CRM. Without the app, you would need to upload CSV files manually to Meta or use the webhooks. Both these methods are less convenient and take more time than configuring the app once.

This feature is especially useful for businesses running Facebook Lead Ads campaigns. You can send deeper funnel events back to Meta through the Conversions API/CAPIG/Signals Gateway. This allows Facebook to optimize ad targeting based on qualified leads, sales opportunities, or actual customers rather than just form completions.

Another use case where the Odoo CRM app will be a handy solution is when businesses generate a lot of conversions offline, for example, through phone calls, meetings, or in-store purchases, after initial engagement with online ads. With the app, the data will be automatically synchronized across platforms.

If offline conversions are your business case (e.g., due to online and offline stores), you might be interested in running campaigns on Meta, such as Omnichannel ads. Omnichannel is a business strategy that connects online and offline touchpoints into a single customer view.

1. Install the Stape Conversion Tracking app for Odoo CRM from the Odoo app store.

There are two installation options:

• Deploy on Odoo.sh
• Download app (On-Premise installations)

To deploy on Odoo.sh, do the following:

Click on Deploy on Odoo.sh → Sign in to your GitHub account and install the app.

For On-Premise installations:

On the app store page, click Download for v19.0

Extract the downloaded .zip archive into your Odoo addons/folder on your server.

Restart your Odoo server.

In Odoo, go to Apps → Update Apps List, then search for Stape Conversion Tracking for CRM and click Install.

2. Configure the app after installation.

Open the CRM module.

Then click on Configuration → scroll to find Stape Conversion Tracking → click on it.

The Odoo CRM app by Stape provides 5 different integration methods for sending lead and Opportunity data to your marketing platforms.

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.

It sends CRM audience and Opportunity 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.

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 to 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.

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 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.

❗Before you begin, keep in mind that Stape's app can run multiple integrations at the same time. Each integration has its own tab with an Activate integration switch; turn it on for any integrations you want to send data to.

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:

Integrating Facebook with an Odoo website can help businesses automate lead management, improve conversion tracking, and create a more connected data flow. Instead of handling leads manually, you can centralize customer data inside Odoo CRM and automate how information is shared across platforms.

Another advantage of integrating Facebook Lead Ads with Odoo CRM is using CRM data for campaign optimization. After sending lead stage updates and conversion events back to Meta, you can improve audience targeting and optimize campaigns.

A well-configured Facebook and Odoo integration can help businesses reduce manual work, improve attribution accuracy, automate workflows, and build a more effective lead management process.