Send Purchases to Facebook Conversions API

Attributing conversions to Facebook Ads is a common task, however doing it with sufficient precision is hard. Sales might happen in CRM, or, when they happen online, customer might not come back to the website, so tracking with Facebook Pixel JS produces substandard results. Formsable solves this problem with its Facebook Conversions API integration.

You can't use Facebook Conversions API by utilising only back-end data (such as customer name, phone and e-mail) or front-end data (such as browser id) efficiently. It'll work, but it'd only be able to match about 30% of transactions. In addition to very low percentage of the purchases being shown in the reports, it'll be affecting Facebook Ads learning capabilities, making it think that the customers who bought didn't convert. This happens because Facebook won't have full visibility of the customer path that is available when using Formsable first-party tracking.

Formsable solves this problem by introducing first-party tracking and first-touch attribution based on the concept of a Customer. Customer associates Events that happen on website, in CRM or offline by associating these Events using Customer Keys. Customer Keys are Customer attributes that uniquely identify a customer across events and devices. The most common ones are email and phone.

In a typical integration scenario, fbclid parameter of initial hit is first associated with website-specific visitor identifier, the default being Google Analytics visitor id, and then, once a lead is submitted, associates a lead parameter such as e-mail with visitor id, and, by inference, with original fbclid and FB browser id (fbp).

All of this happens in Formsable engine automatically, provided Formsable is used to track Facebook ad click conversions to leads.

Once a purchase is attributed to the visitor, Formsable sends the following data to the Facebook Conversions API:

  1. Facebook Customer Identifiers. This includes the original ad click id (fbclid), when available, as well as browser id (fbp).
  2. Advanced Match Parameters. Customer email, phone, name and address help Facebook to attribute sales when a click id parameter isn't available or inconclusive.
  3. Formsable Attribution Parameters. Formsable sends its own attribution parameters such as Landing Page URL, Referrer URL, UTM parameters and event source as Facebook Custom Parameters to help to segment the events in the Facebook Ads Manager.

It's important to note that when both Facebook Pixel and Facebook Conversions API are used to send events to Facebook, then if deduplication is used, Facebook always removes the second event sent via the Conversions API and only uses Facebook Pixel data to attribute event. Formsable Conversions API improves it by sending both Facebook Pixel data and additional customer details for matching in the same Conversions API event, allowing Facebook to use all available details to attribute event correctly. This allows Formsable to significantly improve percentage of attributed conversions, compared to standard Facebook Pixel installation and Conversions API integration used together with deduplications. Therefore, when using Formsable, same events should only be sent to Facebook using Formsable Conversions API integration to prevent duplicates from appearing in Ads Manager.

In case of sending conversions that originate from IOS traffic, appropriate attribution settings should be set in Facebook Ads Manager to allow Facebook to attribute IOS traffic correctly using modelled conversions based on Conversions API events sent by Formsable.

Set up Facebook Events Manager

Open Facebook Events Manager.

If you have existing Pixel of an Offline Events Set that you'd like to use, open it and press Add Events - Using the Conversions API. If you don't have a Pixel set up or would like to create new to keep track of purchases, click Connect Data Sources - Web - Conversions API. Complete the details. In the set-up wizard, choose Conversions API and Manual setup:

Select the pixel you've just created or an existing pixel you'd like to use for Conversions API integration.

Generate access token.

You could also create System Users and Tokens in Facebook Business Settings manually.

Set up Formsable

Open API Credentials tab in the Formsable user interface. Press Add Credential - Other... Select 'facebook', paste the access token created in the previous step, enter name that you'd like to use to recognise this token and press 'Save'.

Open Funnel tab, press Add Outbound, and select the credential you've just created and Purchase event type.

If the token you're using has 'Manage Ad account' permission, Formsable will display list of Ad Account, which allows to select ad account and pixel you'd like to use from the list.

Otherwise, copy Pixel or Offline Event Set Id from Facebook Events Manager:

Press Save. Formsable will begin sending attributed Purchases to Facebook Conversions API.

What else you can do

Track Purchases

Track Scoro Conversions

In addition to sending attribution details such as UTM parameters, referrer URL and landing page URL to Scoro, Formsable supports retrieving successful quotes from Scoro, attributing them to website visitors that produced leads and sending Purchase conversions to marketing APIs such as Google Analytics, Facebook Ads Conversion API and Google Ads API.

Track Stripe Invoice Payments

Formsable supports tracking Stripe invoice payments by receiving paid invoice web hooks from Stripe and attributing them to the original visitor tracked by Formsable, allowing to send purchase conversions to Google Analytics and ad platforms such as Google Ads.

Track Salesforce Won Opportunities

Formsable attributes Opportunities Closed Won in Salesforce to the original website visitors that generated the lead and sends successful conversion events to Google Analytics and ad platforms such as Facebook Ads and Google Ads.

Track Clickfunnels Purchases

Adding a server-side integration for tracking and attributing Clickfunnels purchases eliminates missing purchases from Google Analytics, Facebook Ads and Google Ads report, helping to have a precise picture of what campaigns and segments convert.

Send Events Using Webhooks

Events can be sent to Formsable from custom apps using its inbound webhook. This is convenient to attribute purchases and other conversions that aren't necessarily reflected in the payment system. For example, when the service usage accumulates before being invoiced once a payment threshold is reached or next billing cycle occurs.