Uliana Lesiv
AuthorKey takeaways
🤔 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).
Integrate Facebook with Odoo: available solutions comparison
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.
We've got 7-day trials for both Gateways, as well as a free plan for sGTM hosting, to see whether it works for your business. Check the details on the pricing page.
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.
Stape's solutions for complex Facebook tracking for the Odoo website
Facebook Pixel integration
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.
Connect Facebook Lead Ads with Odoo CRM
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.
Send webhook when lead stage changes
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.
Conversions API for CRM and the conversion leads performance goal together deliver on average 21% lower cost per quality lead.
(Source: Based on an A/B test of 1,031 advertisers running Conversions API for CRM-integrated instant form campaigns using the conversion leads performance goal between Jul 28-Aug 11, 2025)
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.
How to configure Odoo CRM-Facebook integration
App installation
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.
Integration methods: CAPI Gateway, Signals Gateway, or server 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:
Before you start
Make sure you have an active Stape account with the Meta Conversions API Gateway.
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 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 the 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 event's match quality, please enable Automatic advanced matching.
For more detailed instructions, check Stape's article on how to set up the Meta Conversions API Gateway.
App setup
The setting process can be divided into two parts:
- Meta and Stape accounts data
- Odoo CRM fields
Meta and Stape accounts data
You will need to fill in the following field:
- Integration - switch Activate toggler on to enable the current integration (tab) to run in the background.
- Meta Dataset (Pixel) ID - a unique identifier that is used to configure integrations and view events in Events Manager. You can find it in your Meta account in the Data Sources' Settings tab. See the detailed instructions on how to find the Meta Dataset (Pixel) ID.
- CAPIG API Key - an alphanumeric string value that is needed for app identification. Find the CAPIG API Key in the CAPIG settings section of your Stape account. See the detailed instructions on where to find the CAPIG API Key.
Odoo CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where the 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.
- The app sends conversion Events based on the stages of your Opportunities. Whenever a deal reaches a status you define, a corresponding event will be sent to your Meta Dataset (Facebook Pixel). So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select an Opportunities 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 stages checkbox if you want to send all Opportunity stages as events to Meta. Events are then named automatically and consist of a Opportunity 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.
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 one. 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
- Odoo CRM fields
Signals and Stape accounts data
You will need to fill in the following fields:
- Integration - turn on the Activate toggle to allow the current integration (tab) to run in the background.
- Signals Gateway Pixel - 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. See the detailed instructions on how to find the Signals Gateway Pixel ID.
- Signals Gateway API Key - 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. See the detailed instructions on where to find the Signals Gateway API Key.
Odoo CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where the Meta Lead ID is stored.
- Configure additional User data you'd like to send to Signals Gateway, by choosing a parameter in the left dropdown and selecting an appropriate field in the right-side one.
- Application sends conversion Events based on stages of your Opportunities, whenever a deal reaches a status you define, a corresponding event will be sent to your Signals Gateway Pixel. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select a Opportunities stage to trigger an event; in a box to the right, type the event name you’d like to send to the Signals Gateway pipeline.
- Select the Send all stages checkbox if you want to send all Opportunities stages as events to the Signals Gateway pipeline. Events are then named automatically and consist of a Opportunities 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 setup is complete, and the application will send conversion events in the background based on your settings.
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 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.
App setup
The setting process can be divided into two parts:
- Stape accounts data
- Odoo CRM fields
Stape account data
You will need to fill in the following field:
- Integration - turn on the Activate toggle to allow the current integration (tab) to run in the background.
- Container API Key - an alphanumeric string value that is needed for app identification. Find Container API Key in the Container settings section of your Stape account. See the detailed instructions on where to find the Container API Key.
Odoo CRM fields
Next, you need to map your CRM fields to conversion event parameters.
- (Optional) Pick a field where the 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.
- Custom data - add custom data to your events. Select a data point and the field to retrieve the value from.
- Application sends conversion Events based on the stages of your Opportunities, whenever a deal reaches a status you define, a corresponding event will be sent to your server GTM container. So we need to configure it by choosing one of two approaches:
- In the left-side dropdown, select an Opportunities stage 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 stages checkbox if you want to send all Opportunities stages as events to the server GTM. Events are then named automatically and consist of a Opportunities 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 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
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.
Final words
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.
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