Uliana Lesiv
AuthorThe Stape Conversion Tracking Salesforce CRM app is a tool that allows users to connect Salesforce CRM with the required platforms (which support server-side tracking). It sends Lead status updates to the platforms through a secure server-side integration. Additionally, the app supports sending offline conversion data.
The app serves as a Salesforce data connector. Once the app is configured, it automatically begins monitoring the status of your Leads in Salesforce. Any status changes are sent as conversion events to Meta CAPI Gateway, Signals Gateway, or a server GTM container where they are processed. After it, the data is transfered to your destination.
By receiving detailed data on how Leads that interacted with an ad progressed afterward, the platforms can more effectively analyze user behavior and identify audiences that are most likely to convert into customers.
The Stape Conversion Tracking app for Salesforce is useful for businesses that:
This app will be helpful for companies focused on generating leads through Facebook Lead Ads. When someone submits a Facebook form, their details are automatically sent to Salesforce. The app also sends updates on Lead statuses back to Meta, helping the platform optimize your campaigns.
For businesses that close sales through phone calls, consultations, or in-store transactions after running ads online, this app is highly beneficial. When a purchase is recorded in Salesforce, the app automatically forwards that conversion data to the platform you need, acting as a connector between Salesforce and the platform you need. In this way, you can be sure that offline sales contribute to campaign optimization and give you a complete view of ad performance.
If you configure the app using server-side GTM, you can transfer Salesforce data to any platform that supports server-side tracking.
| Benefit | What's in it for you? |
|---|---|
| Automated data flow | The app automatically sends conversion data from Salesforce to platforms that support server-side tracking. No need to manually upload CSV files. |
| Data enrichment | Using server-side GTM as the configuration method, you can share data with any platform that supports this tracking method. |
| Track offline conversions | Easily transfer offline conversion data (in-store sales or phone call conversions) from Salesforce to the platform you need. |
| Flexible integration methods | The app offers several integration options to suit your setup: Meta Conversions API Gateway, Signals Gateway, or server-side Google Tag Manager. |
1.1 Install the Stape Conversion Tracking Salesforce app from Salesforce.
1.2 Give the app the scopes it requires.
Once you click Allow and Install, the app configuration page is displayed.
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 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
- Salesforce CRM fields
Meta and Stape accounts data
You will need to fill in the following fields:
- 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 Data Sources' Settings tab. See the detailed instruction on how to find Meta Dataset (Pixel) ID.
- CAPIG API Key - an alphanumeric string value that is needed for app identification. Find CAPIG API Key in the CAPIG settings section of your Stape account. See the detailed instructions on where to find CAPIG API Key.
Salesforce CRM fields
Next you need to 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 stages of your Leads, whenever an opportunity reaches a stage you define, a corresponding event will be sent towards your Meta Dataset (Pixel).
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. 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
- Salesforce CRM fields
Signals and Stape accounts data
You will need to fill in the following fields:
- 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 instruction on how to find Signals Gateway Pixel ID.
- Signals Gateway API Key - an alphanumeric string value that is needed for app identification. Find Signals Gateway API Key in the Gateway settings section of your Stape account. See the detailed instructions on where to find Signals Gateway API Key.
Salesforce CRM fields
Next you need to 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 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 Leads, whenever an opportunity reaches a stage you define, a corresponding event will be sent towards your Meta Dataset (Pixel).
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 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 accounts data
- Salesforce CRM fields
Stape account data
You will need to fill in the following field:
- 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 Container API Key.
Salesforce CRM fields
Next you need to 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 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 stages of your Leads, whenever an opportunity reaches a stage you define, a corresponding event will be sent towards your Meta Dataset (Pixel).
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”.
2. 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
Here is an example of how your configuration will look at this point:
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:
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.
If you have some changes in the funnel or you want to change the events sent to Meta, you can always edit your app configuration.
To do this, navigate to your Salesforce Home page and either use the App Launcher search or click on the Stape Conversion Tracking tab in the navigation menu:
Using the Stape Conversion Tracking Salesforce app provides a simple and convenient way to send lead status data from Salesforce to the platforms you need. To get started, you'll need a Stape account and set up one of the supported server-side tracking methods: server-side GTM, Meta Conversions API Gateway, or Signals Gateway.
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