[Stape x Meta Webinar] Reach more valuable leads: Meta Conversions API for CRM
Stape and Meta hosted a webinar on Meta Conversions API for CRM!
By the end of this webinar, you`ll gain insights from industry reports and discover real-world success stories. We’ll guide you through the step-by-step Meta CAPI for CRM setup process to boost your Lead Ads campaigns.
For whom:
- Digital marketers: optimize your Facebook campaigns and reach more valuable leads
- Analytics experts: gain deeper insights with advanced tracking solutions
- B2B business owners: stay ahead with precise and privacy-compliant data solutions
Speakers:
- Heriberto Salcedo, Product Marketing Manager at Meta
- Dan Murov, Data Tracking Lead at Stape
Webinar agenda
- Meta Conversions API for CRM for lead generation:
- Key benefits for lead ads and targeting
- Insights from industry reports
- Planning for success: timeline and setup essentials
- Lead Quality impact: real-world results and success stories
- Conversions API integration with Stape:
- Solutions overview
- Step-by-step CAPI for CRM app setup
- Q&A session
Common questions and answers
1. If I send leads back from the CRM, will this duplicate Lead events? For example, after a form is submitted, I currently use both server-side and client-side tracking, which are deduplicated. Would it make more sense to only push back purchases from the CRM with the purchase value?
Yes, absolutely!
It makes sense to send Purchase events from your CRM.
As for duplicated Leads, you’ll want to focus on reporting stages further down your funnel, rather than resending the original lead event from the form submission.
2. Let's say I am running message ads for my e-commerce store, and Facebook doesn’t know which leads or customers converted. How can we let Facebook know who converted to optimize future campaigns? (Remember, we’re not using lead forms in this case.)
You can report conversions for those leads using the original click_id.
In case you don’t have a click_id, you’ll need to rely on stitching by user data. This means pushing back PII (Personally Identifiable Information), such as the email or phone number of your converted user, to Facebook for matching.
This approach depends on your specific case and technical stack, but generally, as long as you know at least some user details, you can report them back to Facebook. Facebook’s algorithms will then stitch this data to your campaigns, allowing it to identify users more effectively and optimize your audience. This helps improve ad performance by targeting users who are more likely to convert.
3. Does this work for automotive clients and their CRMs, like VinSolutions, eLeads, or DealerSocket?
Stape currently integrates with HighLevel, Zoho, Pipedrive, and HubSpot. We’re actively working on expanding this list to include more options. However, the same principle applies, and data from any CRM can ultimately be reported to Meta with some customization and technical effort.
4. What if I’m not using Meta Lead Forms and instead using GoHighLevel forms?
You can still report conversions from your CRM using our apps and the CAPI Gateway.
5. Does this work with sGTM setups?
Our applications don’t support sGTM yet, but it’s on our roadmap — stay tuned!
6. Which is more reliable: this system or using GTM?
There’s no difference in reliability; the ultimate result is the same. However, the Google Tag Manager route requires a bit more effort and technical know-how to set up.
7. After setting up with the CRM, can retroactive data from past leads be passed back?
While it’s technically possible, keep in mind that data beyond the attribution window won’t be effectively utilized by Meta’s systems.
8. Do I need to create custom events for the stages in the pipeline, or can I assign them to existing events like Lead or Complete Registration?
You can assign event names directly in the app settings. If preferred, you can also use native event names like Lead or Complete Registration.
9. Why isn’t the match quality in your demo higher than 4.6? That seems very low.
The demo showed a match quality of 4.6 because the events I generated only included email and phone number. If more PII (e.g., name, address) were sent, the match score would be significantly higher.
10. What are the important data points we should enter in the CRM to optimize it for Facebook? Let’s say I have profile links for customers but don’t have their email or phone—will it still work for Facebook?
Profile links cannot be processed by CAPI. To optimize for Facebook, you should provide as much PII as possible (e.g., email, phone number) along with technical parameters like click_id (fbc), meta lead id, and browser id (fbp). These are critical for accurate matching and optimization.
11. Can you work with custom CRMs, or do you only support big platforms like HubSpot?
Currently, we offer apps for four major platforms. However, the described approach can be applied to any CRM with additional effort and some technical know-how. Custom CRMs would require manual setup and configuration.
12. Does it work with custom CRMs? Can I use a tool like Zapier to connect fields from Meta instant forms to Stape?
Our apps don’t support custom CRMs directly, but you can still report data from custom CRMs to Meta. It’s important to note that you don’t need to send instant form data to Stape. The process described in the webinar focuses on reporting from the CRM to Meta, not the other way around.
13. From a data protection point of view, does Stape do anything with the data, or are they simply a processor?
Exactly, Stape acts solely as a data processor (you can view our DPA here: https://stape.io/dpa). We don’t retain any data on our platform.
14. The Meta campaign must be configured with the Leads objective. How will it know that a certain action in the CRM constitutes a quality conversion for that lead?
First and foremost, user data acts as the stitching mechanism. Additionally, when creating instant forms, you can map them to specific campaigns. This way, when you send data back to Meta, it can connect the dots between the CRM action and the original campaign.
15. Can we create audiences in Meta using data from the CRM, such as an audience of people who converted?
Yes, it’s possible, but you’ll need a different Meta product for this. The Audiences API is the solution for creating custom audiences using CRM data. You can learn more here: https://developers.facebook.com/docs/marketing-api/audiences/overview.
16. Does this structure only work with Facebook Leads, or can I implement it on my website form?
You can report non-LeadAds conversions through our apps as well. So, yes, it can be implemented on your website form.
17. Do you see an uplift in performance if you have less than 50 conversions per month?
You may see some uplift, but for optimal functionality and significant results, the recommended threshold is at least 200 conversions per month.
18. Can we pass back unqualified leads to help audience learning, or would it be better to just create lookalike audiences based on exclusion lists?
Yes, you can definitely pass back unqualified leads, and it would benefit Meta’s learning process by providing more data for audience optimization.
19. Is there a course from Stape that provides a step-by-step guide for a non-technical person to implement things from scratch?
Yes! Stape Academy offers free online course on implementing server-side tagging step-by-step. You can explore it here: Stape Academy. Additionally, our blog features a wealth of articles covering general principles and practical use cases.
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